The real opportunity around thought leadership isn’t to improve rankings, gain short-lived coverage in the media or give your CEO bragging rights.

The real opportunity is to build specific awareness among good-fit customers/clients when they think about a key problem that you can help solve.

Given everything that’s going on, if you’re in marketing and not planning for a range of scenarios over the coming year (or 4), now is the time to start.

The success of GreenTech and CleanTech matters to all of us.

Ultimately, whoever tells the most compelling story of the future is likely to win.

Our new article looks at 3 key challenges along with how effective marketing can help.

www.consideredcontent.com/blog/greente...

#B2B #GreenTech

The biggest mistake most B2B marketers make is assuming customers care about their businesses and brands.

They don’t.

They care about their own careers, businesses and customers (in that order).

#B2B

When it comes to B2B marketing, there’s a difference between efficiency and effectiveness. This should be obvious. Shame more marketers don’t take this on board when they do marketing.

Top-performing tech marketers are *far* more likely to have a written strategy than the also-rans:

— 91% of top-performing lead gen marketers have a strategy vs 67% of average performers
— For demand gen it’s 90% vs 69%
— And for brand building it’s 88% vs 72%

Full report: bit.ly/49d40p3

#B2B

It’s always interesting when B2B marketing is judged solely on quarterly targets on sales cycles that are often 9 to 12 months long. What you do today will likely only pay off in a year.

What really works in technology marketing today?

We asked 1,000+ senior B2B marketers detailed questions on everything from strategy and objectives to specific tactical choices across lead gen, demand gen and brand building.

Full report at: www.consideredcontent.com/blog/the-b2b...

#B2B