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Revenue Nirvana

This is the story of one company’s journey to Revenue Nirvana. It is fiction, based on real-life business issues. Don Sirius, the co-founder of Sirius Bond, stared at his sleek laptop, contemplating how to write an email that would change his company forever. He’d spent decades building this business with his late co-founder Jim Bond,…

Can’t tell a great story? Your failure may already be written


Today’s demanding B2B marketing requires more than a great brand, a suite of marketing tools or thoughtful strategy. It requires all that – plus storytelling. Some of the most successful companies have harnessed the power of storytelling to advance their brands and create powerful – and profitable – emotional connections with customers. Forging these connections…

The building blocks of an effective lead nurturing program

In our last post, we shared our perspectives about the importance of a B2B lead nurturing strategy. Today, we’re outlining the components commonly found in an effective nurturing program. 1. Alignment with sales. A lead nurture program is ultimately a structured plan for marketing and sales to work together to increase engagement and sell faster…

What to do if your nurturing strategy isn’t working – or, worse, you don’t have one

In many companies, sales is responsible for nurturing leads to become sales. They tend to do it one by one, which is time consuming and inefficient. Or it’s not done at all. In companies where nurturing is managed effectively, marketing and sales have learned to collaborate. How do you do that? The answer is deceptively…

3 ways to reach your ideal customers

During the last decade, the amount of content aimed at your target audience has exploded, making it harder than ever for your company’s voice to be heard. This exponential proliferation of content also makes it harder for your ideal buyers to find you. It’s like playing a game of Marco Polo in a huge, crowded…

Leverage these opportunities to grow your brand strength in 2021

Now that we’re two full months into 2021, it looks like the world is starting to return to normal – at least a NEW normal, anyway. It’s time to put a stake in the ground to see what our Brave New World of B2B marketing and sales looks like, and what you need to do…

What is customer value alignment?

How you sell and deliver value to prospects can become a powerful driver of growth and a key differentiator for your company. That’s the promise of customer value alignment, a go-to-market framework presented by Zebrafi CEO Jeff Kozer, a guest speaker at Cultivate’s Revenue Engineering webinar series. In many companies, there is a disconnect between…

Marketing planning (Where to even start?!)

Wow! Could there be a stranger and more chaotic year to assess, digest and attempt to learn from? There’s no doubt that 2020 has forced us as marketing and sales professionals to: Adapt, Pivot, Re-invent and Re-imagine. This agile mindset will serve our profession well as we speed into 2021. It’s time to utilize it…

Be a trusted resource to your ideal customers

Provide them with excellent content they can rely on One powerful way to build profitable relationships with your customers and prospects is to position your company as a trusted resource – a place where they can learn how to solve their most pressing business problems, identify new opportunities and run their businesses more effectively. In…


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