Tag: Marketing

Marketing leader reviewing performance dashboards and team connections to show why marketing success depends on people leadership

Why The Best Marketing Leaders Know the Hardest Part Of Marketing Leadership Isn’t Strategy & Execution 一 It’s The People.

If your marketing isn’t working, there’s a good chance it’s a people problem.

Modern work rewards visible activity. If you look busy, people assume you’re a top performer — even when that activity doesn’t move anything forward.

So it’s not surprising that leadership, particularly in marketing, has fallen into this same trap where activity gets mistaken for leadership.

Today, many marketing leaders believe leadership is pointing to others and saying, “Do.”

Then they get to work on the business of said “real” leadership: emails, edits, pings and “Just checking in 一 done yet?” messages on Slack.

But emails and edits aren’t leadership.

It can look like leadership from the outside, but it’s performance. And performance is demanding. It leaves little room for actual leadership — establishing clarity, aligning teams, providing context and lining people up to deliver on projects and hit goals.

When you’re stuck performing, things like empathy, curiosity, patience and investment in others are the first things to go because they start to feel like annoying “delays.”

And that’s no bueno in a big way because those are the very things that make leadership and collaboration work at all.

Here’s what this all looks like in real life.

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B2B content marketer working on a laptop in a modern open office, planning content strategy for her team.

B2B Content Marketing: 3 Key Hacks for Building an Effective Strategy and Getting Results

It’s often said that while you’re entitled to your own opinions, you’re not entitled to your own facts. Well, the facts are in.

Modern B2B marketing budgets are on the rise and marketing leaders are carving out more and more of the pie for content marketing.

Why such a focus on content marketing? Because it works.

Content marketing is an essential part of any serious marketing plan due to its ability to build credibility, generate quality leads and smash sales goals.

Here’s a quick look at the numbers:

  • Content marketing helps 76% of B2B marketers generate quality leads. 一 The Content Marketing Institute

  • B2B organizations that create informative and practical blog content for prospects receive 52% more organic traffic than those that just post company news. 一 Backlinko

  • 58% of B2B marketers have used content marketing to generate revenue within the last 12 months alone. 一 The Content Marketing Institute

These are just a sample of the results you can expect from smart and driven marketers who develop strategic and creative content marketing plans that feature clear goals and a confident plan for meeting them.

But what about B2B content marketers who run content programs without any goal or strategy in mind?

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