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Just how informed is the typical B2B buyer? How is enterprise buying changing - and why is content marketing falling short? Those are a few of the questions...
Why do marketers lose out on the trust-building power of content? It's a riddle, but a content strategy podcast with Ben Worthen of Message Lab jolted me. Why is the "idea store" almost as important as the product store? Grab your summer beverage of choice, and let's do this.
Read later Summary: It was a rough year for virtual events, but not without its bright spots. Throughout 2020, we documented the best events we took part in - and skewered a few of the worst. What emerged was an opinionated guide to better virtual events. (via Shutterstock) We talk about how the pandemic exposed weak spots in supply chains and workflows. Well, it also exposed weaknesses in virtual events. When on-the-ground events went by the wayside in 2020, an online opportunity was created. Alas, few enterprise software vendors were able to seize it. Why not? Therein lies a tale. The good news: by the end of 2020, event organizers were getting better at virtual events. We went from abysmal online events to mixed bags. Yes, we vented spleen on diginomica about the low points, but in my virtual events series, I documented the standout moments as well.