B2B marketers spend a lot of time thinking about what they want to tell their audiences. There is just as much value in paying attention to what audiences are asking in return.
Questions raised during webinars, events, sales conversations, surveys and other interactions can offer a direct window into how audiences are thinking.
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Posted on 08/28/20260 comments
Every marketing initiative starts with a decision.
Before an article is written, a webinar is planned or a campaign is launched, marketers make countless choices about what to say, who to reach and how to create value. The quality of those decisions often depends on the questions asked before the work even begins.
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Posted on 08/07/20260 comments
B2B audiences have access to more content than ever before.
For marketers, that creates an opportunity to think carefully about what audiences value when they choose to engage with an article, webinar, research report, video or any other format.
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Posted on 07/24/20260 comments
Every marketing activity generates valuable data.
The challenge is not collecting metrics. It is understanding which measurements, together, provide the clearest picture of marketing performance and help marketers make more informed decisions.
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Posted on 07/10/20260 comments
Search behavior is evolving.
AI-powered search tools are changing how B2B buyers discover, research and evaluate information. Instead of clicking through multiple links, many buyers are increasingly expecting direct answers, summarized insights and faster access to relevant information.
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Posted on 06/26/20260 comments