Rachel Balik

Rachel Balik is a writer and marketer with several years of experience in online publishing, B2B technology and digital communications strategy. In addition to serving as content strategist at Demandbase, she is a freelance journalist and advises startups on core messaging and content.

Data

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 […]

Data

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. […]