PLG: The Rise of Buyer Self-Education and the Essential Role of Experts

buyer self-education

Product-led growth (PLG) models are driving greater buyer self-education and autonomy in conducting technology purchasing research than in previous years. PLG encourages buyers to explore and evaluate solutions independently through […]

A Marketer’s GenAI Field Guide: Five Prompting Tips and Lessons Learned So Far

GenAI tips

Almost overnight, artificial intelligence has jumped out of the pages of science fiction and into our business reality. Though not exactly like Data of Star Trek fame or the walking, […]

GenAI 101: Three Tips for Getting Started with AI Content Creation Tools

GenAI 101

Generative AI (GenAI) is an exciting topic that’s created a lot of buzz across the IT landscape. Despite all the chatter, and that GenAI is not completely new, most businesses […]

The Future of Media Consumption: What Tech Buyers Expect in 2024 and Beyond   

Media Consumption Survey

For B2B marketers to effectively engage tech buyers, they must have a clear understanding of the type of media tech buyers prioritize when evaluating their purchasing options, as well as […]

Five Reasons Your Content is Underperforming and How to Get Back on Track

Quartet performing on stage in theater

As B2B marketers, we know that creating content requires a significant investment of time, energy and money. For that reason, it can be frustrating when the return falls short of […]

Crafting Engaging Email Copy: Do’s and Don’ts

email copy

Welcome to the last installment of our three-part blog series, in which we explore how to strengthen your email marketing efforts. In parts one and two, we presented tips for […]

Factors to Consider when Selecting Lead Gen Campaign Content

high-quality content

According to TechTarget’s Media Consumption & Vendor Engagement Study, 92% of buyers report they are more likely to engage with a tech vendor who has helped educate them on a […]

How to Align Lead Gen Content and Messaging to Target Personas

lead gen content

Creating target personas helps marketers tailor their content and messaging to resonate with a specific group of people that are a good fit for their solution. By understanding the needs […]

Selecting the Right Lead Gen Content Mix Across the Buying Cycle

Lead gen content mix

In lead gen, what types of content resonate the most with your audience? Is it white papers? Webinars? Analyst reports from Enterprise Strategy Group or Gartner? The answer isn’t one […]

The Importance of Selecting High-Quality Content for Lead Gen Campaigns

Content for lead gen

One of the most important aspects of your lead gen campaign is having high-quality content. Quality supersedes content type, length or mix regardless of your target audience or market. You […]

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