Advocate Marketing Blog
What Taylor Swift’s “Swiftmas” Can Teach B2B Marketers About Delighting Customers

This blog post was originally published on Dec. 22, 2015 and updated on Dec. 26, 2016. Every holiday season, B2B marketers send their best customers a standard holiday card with either a bottle of wine or a basket of chocolates. And somehow—through this incredibly generic gesture—we expect our customers to feel like they’re special and Continued

Mark Schaefer Explains The Cure For “Content Shock”

Two years ago, Mark Schaefer, a five-time best-selling author and Professor at Rutgers University, controversially wrote that most content marketing plans were not sustainable strategies. The problem, he explained, is “content shock”—a term used to describe the point at which the amount of content available to audiences is more than they can possibly consume. Fast Continued

Ardath Albee’s 4-Step Approach To Better B2B Content Marketing

“90% to 95% of what [B2B content marketers] do fails. Since when is that acceptable?” That’s what Ardath Albee, CEO of Marketing Interactions, author, and one of the 50 Most Influential People in Sales and Lead Management, asked during a live video chat with me (Cassandra Jowett), Influitive’s Senior Content Marketing Manager, as part of Continued

Jay Acunzo Explains How To Escape The B2B Content Marketing “Echo Chamber”

You follow all the B2B content marketing best practices. You position your articles as “tips and tricks” and how-tos. You write attention-grabbing headlines. So why is your content still not getting read or widely shared? It’s simple: when audiences keep hearing the same old song, they tune you out. To help you hit the right Continued

Andy Crestodina Explains How To Take Your Content Marketing Plan From Mediocre To Masterful

Next year, 70% of B2B marketers plan to create more content—but only “30% of B2B marketers say their organizations are effective” at it. Why increase content production if you aren’t getting the results you want? Last week, we co-hosted a webinar with Andy Crestodina, an expert content marketer, Content Jam conference founder, author, and co-founder Continued

19 Podcasts All B2B Marketers Should Listen To

This blog post was updated on Oct. 26, 2016.  Listening to a podcast is an intimate experience. Even though radio is dying, podcasts are experiencing a big resurgence thanks to the ease with which people can listen to them on their mobile devices. As a result, it seems like there’s a podcast for every interest, Continued

7 Steps To Creating The Best ABM Campaign Ever With Advocacy

Developing your account-based marketing (ABM) strategy while keeping your brand advocates in mind will ensure your next ABM campaign is a success. Combining the two gives you the best of both worlds: the targeting power of ABM, and the ability to leverage your advocates’ personal connections and stories. But how do you do it? Here Continued

The One Thing Your Account-Based Marketing Strategy Is Missing

Today’s empowered customers expect the interactions they have with your sales and marketing teams to be highly personalized and relevant—which can make striking up valuable conversations with prospects challenging. That’s one reason why account-based marketing has become a popular strategy in recent years. Although not a new approach, ABM has been given a shot in Continued

Marketo’s Secret Customer Retention Weapon

In the 10 years since Marketo was founded, it has become a marketing automation leader. Today, there are at least 161 vendors in the marketing automation category, and while no marketer would say it’s “easy” to switch vendors, 38% of marketing automation users still admit they are actively evaluating competitive solutions and considering changing their Continued

5 Things Killing Your Customer Community

Every brand wants (or should want) to build a robust online community for users of their product. Online communities allow companies to: Connect with customers and potential prospects to better understand their needs Better educate users so they become product experts Help generate and unearth customer stories and potential brand advocates Offer added support and networking Continued