If you’ve been working in marketing for a while now, you have no doubt read countless blogs, case studies and white papers advocating great content as the ultimate path to the b2b buyer. Indeed, as so many others have, I too recently wrote about the evolution of b2b marketing into a more storytelling-oriented craft. Yes, the B2B buyer journey often starts with great content, and one of the things I have personally come to love about marketing is the opportunity it provides to use both...

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