B2B marketers inevitably hear the sales team say things like this: “Yeah, we’re getting leads from all that content you guys write, but they’re all tire kickers.” Or this golden oldie: “Your MQLs don’t match our customer profile. There’s no purchase intent.” Then, there’s my favorite: “We don’t need more leads … We need better … Read more
Every company has a culture, but only the successful have the ability to change theirs. New research points to a lot of companies knowing they need to get better but failing to address the one key component. This week, B2B marketing research firm Ascend2 released new research with the Arbinger Institute – Creating a High-Performance … Read more
Many industries grapple with unknowingly using AI-generated content. In higher education, for example, educators want students to write original content so they can evaluate students’ unassisted skills. So their use of AI content detection tools makes sense. But what about marketing? Does it matter whether a writer uses generative AI, such as ChatGPT, Google’s Bard, … Read more
