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Should You Consider a Website Experience Audit?

We often stress the importance of a content audit to make sure your assets are fresh, diverse and targeted and don’t leave major gaps along the buyer’s journey. A website experience audit can be just as important. While the typical website audit focuses primarily on SEO matters, those search experts can often overlook the factors at play to make the content itself as valuable as it should be. What Is a...

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B2B Buyer Surveys: Mine Your Marketing Gold

B2B buyer surveys are a rich source of material for insights and content. You don’t have to be a professional marketing researcher; you just need to follow some simple guidelines to get meaningful information.Demand Gen Report’s 2019 Content Preferences Survey found that 66% of buyers want more data and research to support content. Surveys offer a ready opportunity to uncover that data.Qualitative or Quantitative...

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Emotions in B2B Content? The Science Says Yes!

Emotions have an important role to play in B2B buying decisions, and successful marketers who look to science can learn powerful tools to reach their buyers.I’ve always been fascinated by human psychology. It’s one of the reasons that I never tire of marketing: It’s all about understanding how your buyers’ minds work.With new technology and more research into human psychology and B2B buyer behavior, we have more...

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Why Your B2B Strategy Should Use Behavioral Economics Principles

When I taught marketing courses, many of my students would insist that they weren’t influenced by marketing in their purchase decisions. They believed they weighed their decisions based on totally rational factors. When I would probe and ask them how they picked the vehicle they drove, the smartphone they used, the brand of athletic shoes they wore or even the toothpaste they used, it seems their decisions were based more...