Why Most Content Is “Meh” And How To Fix It
How do you create content that performs? It's all about implementing an account-based content strategy, says columnist Rachel Balik. She explains what you need to know.
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Rachel Balik's latest articles
Account-Based Marketing: New Buzzword Or New Reality?
Is ABM all hype or the next big thing? Columnist Rachel Balik takes a look at the elements you need to start building an account-based marketing strategy.
Why B2C Ad Metrics Are Ruining Your B2B Campaigns
B2B marketers have long measured the success of their marketing campaigns with metrics like CPM and CTR, but columnist Rachel Balik suggests we need to take a new approach.
Is Marketing Technology The Emperor’s New Clothes?
Columnist Rachel Balik notes that while the marketing technology landscape is broader than ever, many marketers are still struggling to utilize these technologies in a useful way.
Debunking The Myths Of B2B Display Advertising
Pervasive misconceptions about display advertising have caused business-to-business (B2B) organizations to question its value. Here, columnist Rachel Balik addresses and dispels some of the common myths surrounding display ads.
Five Bad Marketing Habits To Give Up In 2015
As 2014 draws to a close, many of us are trying to both take stock of the year behind us and get ready for the one ahead. There’s a lot of advice out there about what you should be doing; but if you’re secretly thinking, “Sounds nice, but I’ll add that to my list when […]
How To Hack The B2B Buying Cycle
Much of the B2B sales cycle occurs before the prospect even contacts you. Contributor Rachel Balik discusses how we can nurture leads during this critical time.
5 Reasons Why Your Sales Team Hates You & Your Fellow Marketers
Columnist Rachel Balik examines the sometimes tenuous relationship between Marketing and Sales. Can't we all just get along?
The Only B2B Advertising Metric That Matters
What data do you use to measure B2B marketing success? It's not about clicks and impressions. Learn what counts from Columnist Rachel Balik.
4 Steps To Successful Content Personalization
Columnist Rachel Balik shares a step-by-step plan to successfully deploy personalized content on your company's web site.
To Successfully Measure B2B Content Marketing, Get In The Friend Zone
Although it’s almost universally agreed upon that content marketing is necessary, no one can seem to agree on the right metrics to measure its success. The majority of marketers seem to fall into one of two equally flawed camps. The first is the “we’ve heard content marketing is good so we’ll do a lot and call […]
Too Bizarre Or Too Boring? Finding The Right Balance For B2B Content
B2B companies have been loosening their figurative ties in the past few years, and most everybody is breathing a sigh of relief. But for content marketers, it’s a double-edged sword. On one hand, it’s great news that we no longer need to fill our blog posts with meaningless jargon and clunky technical terms. On the […]
Data Vs. Creativity: The Content Marketer’s False Choice
I was at a conference last week where Adobe VP Marketing Insights & Operations David Welch was asked to sum up the future of marketing in six words. His response: “Creative thrills, but data pays bills.” As a writer, I had to respect his ability to turn a phrase. But I also felt a twinge of remorse. […]