ARTICLES BY ABBY SORENSEN

• Follow Your Buyer: An Introduction For Innovative Marketers

  12/14/2022

  Your marketing and sales activities should help your customers accomplish their outcomes, but often marketers think it’s easier to sell their products and services than it is to truly understand what customers need and want. That’s why we developed Follow Your Buyer. Simply stated, it’s a methodology to help your customer, not sell your customer. Learning to follow your buyer requires a change in mindset where you’ll get to know your buyers from the inside out and embrace a collaborative role in solving their challenges.

• Marketing Do's & Don'ts When B2B Trade Shows Return

  7/27/2021

  A global pandemic meant B2B marketers couldn't spend money on in-person events for many months, but will they continue to think outside the box when the temptation returns?

• A Guide For Mapping Content To The B2B Buyer's Journey

  5/14/2021

  Here's the secret sauce in the Follow Your Buyer methodology: You will win more business if you create and properly distribute relevant content that truly helps buyers throughout the entire buyer's journey.

• Creating Content Is Half The Battle (But It Doesn't Win The Buyer Attention War)

  4/12/2021

  B2B marketers are often too enamored with driving traffic to their website instead of distributing content where your buyers are more likely to engage with it.

• The Data Problem Marketers Don't Know They Have

  3/5/2021

  Imagine that your favorite work pastime is maintaining a sparkling clean lunchroom floor. You sweep, you mop, you run your robot vacuum, you deal with your shop floor crew’s dusty steel-toed boot prints before they even start to dry. You could quite literally eat your lunch off the lunchroom floor.

• From The Editor: 2021 B2B Marketing Predictions

  9/30/2020

  It’s time to face the music: We won’t be dancing at trade shows anytime soon.

• From The Editor: What A Marketer Learned From Sales Meetings

  9/30/2020

  Many complain about the disconnect between sales and marketing, but few will take the first step to bridge the gap by attending each other's regular meetings.

• The Risk Of Confusing Thought Leadership With Selling

  9/30/2020

  B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).

• From The Editor: The Necessity Of Marketing Maintenance

  9/30/2020

  Don’t go dark on your buyers, even if they aren’t buying right now.

• The Case Against Negative Lead Scoring

  9/30/2020

  A real-world example of how an unbiased third party can right-angle check existing marketing processes.

• 2 Missing Pieces Of Your Marketing Attribution Puzzle

  9/30/2020

  Measuring ROI in B2B marketing is easier with multi-touch and multi-contact attribution models that shed light on the entire buyer’s journey.

• The B2B Buyer's Journey: Explained

  9/30/2020

  Understanding how B2B buying works is the first step to building sales and marketing processes that work. This 5-minute read can help you take that critical first step.

• The New Normal In B2B Marketing Is Already Here

  9/30/2020

  This is a watershed moment for B2B marketers to reallocate marketing budgets to better align with the buyer's journey.

• How To Get SMEs To Play For Your Content Marketing Team

  9/30/2020

  Tips for explaining content marketing to the subject matter experts who can make or break your content strategy.

• Give Your Lead Scoring A Soul

  9/30/2020

  Effective lead scoring requires a hands-on approach where industry expertise and an understanding of the buyer’s journey take precedence over automation.