B2B content should prioritize relevance over originality

October 11, 2021

Relevance > Originality. Why You Should Stop Trying to be “New”

Newness is overrated.  If you think we’re just saying that, take a look at this data:  In a study of 81 brands that debuted new campaigns, only 20% of those new campaigns were outperforming the old campaigns […]

why marketers should be crafting their b2b ad strategy to target junior professionals

October 6, 2021

The Most Undervalued Customers You’re Not Targeting

One of the biggest mistakes B2B marketers makes today is robbing them of sales tomorrow: neglecting to target junior professionals.  That’s right—we’re talking about the IT support techs, the junior copywriters, the HR support specialists, […]

big data doesn't always equal better decision-making in b2b marketing

October 5, 2021

Why Big Data Doesn’t Always Lead to Better B2B Marketing Decisions

If you’re a B2B CMO, you know how important it is to the rest of the C-suite that you be able to back up your marketing decisions with data.  This, in fact, is one of […]

the relevance of your backlinks matters more than the quantity of backlinks

October 1, 2021

Google’s John Mueller Says Total Number of Backlinks Doesn’t Matter—Here’s Wh...

Well, here’s one thing that brand marketers can take off their list of SEO-related worries: it turns out, according to Google, that the number of backlinks a site has truly doesn’t matter to the algorithm.  […]

Move from third-party to zero-party data to inform your B2B buyer persona

September 30, 2021

Reinventing the B2B Buyer Persona

Here’s a stat that every marketer needs to read (first, take a deep breath):  Only 3% of buyers say the advertising they see is relevant to them.  Ouch.  How is this possible? Aren’t we using […]

quantum marketing is a new way of looking at is a new way of looking at the B2B buyer journey and digital marketing efforts

September 28, 2021

Quantum Marketing: A New Model for Digital Marketing

Quantum marketing is a new way of looking at the B2B buyer journey and the digital marketing that B2B brands deliver to move those buyers along.  Why the “quantum”?  Because it’s grounded in the quantum […]

cmo presenting to c-suite

September 24, 2021

B2B CMO Series: How to Help the C-Suite Understand What You Do

By now, CEOs and COOs should know that CMOs have the shortest tenure of any position in the C-suite.  That’s been an established fact for years—however, in 2020 the average CMO tenure fell again, down […]

beginning to craft a search engine marketing strategy

September 23, 2021

The Ultimate Guide to Creating a Search Engine Marketing Strategy

If “improving search engine marketing” is on your list of brand goals this year, then you’ve come to the right place.  This guide is designed to help you understand search engine marketing (SEM) and search […]

October 11, 2021

Relevance > Originality. Why You Should Stop Trying to be “New”

Newness is overrated.  If you think we’re just saying that, take a look at this data:  In a study of 81 brands that debuted new campaigns, only 20% of those new campaigns were outperforming the old campaigns […]

October 6, 2021

The Most Undervalued Customers You’re Not Targeting

One of the biggest mistakes B2B marketers makes today is robbing them of sales tomorrow: neglecting to target junior professionals.  That’s right—we’re talking about the IT support techs, the junior copywriters, the HR support specialists, […]

October 5, 2021

Why Big Data Doesn’t Always Lead to Better B2B Marketing Decisions

If you’re a B2B CMO, you know how important it is to the rest of the C-suite that you be able to back up your marketing decisions with data.  This, in fact, is one of […]

October 1, 2021

Google’s John Mueller Says Total Number of Backlinks Doesn’t Matter—Here’s Wh...

Well, here’s one thing that brand marketers can take off their list of SEO-related worries: it turns out, according to Google, that the number of backlinks a site has truly doesn’t matter to the algorithm.  […]

September 30, 2021

Reinventing the B2B Buyer Persona

Here’s a stat that every marketer needs to read (first, take a deep breath):  Only 3% of buyers say the advertising they see is relevant to them.  Ouch.  How is this possible? Aren’t we using […]

September 28, 2021

Quantum Marketing: A New Model for Digital Marketing

Quantum marketing is a new way of looking at the B2B buyer journey and the digital marketing that B2B brands deliver to move those buyers along.  Why the “quantum”?  Because it’s grounded in the quantum […]

September 24, 2021

B2B CMO Series: How to Help the C-Suite Understand What You Do

By now, CEOs and COOs should know that CMOs have the shortest tenure of any position in the C-suite.  That’s been an established fact for years—however, in 2020 the average CMO tenure fell again, down […]

September 23, 2021

The Ultimate Guide to Creating a Search Engine Marketing Strategy

If “improving search engine marketing” is on your list of brand goals this year, then you’ve come to the right place.  This guide is designed to help you understand search engine marketing (SEM) and search […]

Learn from the best

Get actionable insights and ideas from the world's top b2b brands every Friday.

Learn how to reach new audiences, showcase your brand’s
expertise, retain clients, and boost overall sales.

    Please prove you are human by selecting the Cup.