How a Ghost Writer Captures Voice

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The following article is by Melanie Wold, a journalist who ghost writes for PropelGrowth clients. Her specialties include global oil and gas markets and geopolitics, financial markets including FX and equities, big data/market data, electronic trading technology, algorithmic trading, and global regulation. How to Ghost Write in Someone Else’s Voice I am a ghost blogger, a […]

White Papers vs. Reports for Content Marketing

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In order for content to drive leads, it needs to resonate with your target audience. Timing is an important part of this equation. For example, at the early point in the buying cycle when your prospect is just realizing they have a problem, a white paper that helps them understand their challenges, provides industry perspective […]

In-House vs. Outsourced Content Marketing

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In-House vs. Outsourced:  Which is Better?  Many businesses struggle with the question — is it better to keep content marketing (and related strategy) in-house or outsource it to an agency? There are varied opinions on this topic. Some think that keeping the function in-house and taking advantage of employee resources already in place is the affordable […]

Can Buyer Personas Ruin Content Marketing?

Are your buyer personas brand-centric or customer-centric?

A couple weeks ago, Tom Webster published a blog, How Buyer Personas Could Ruin Your Content Marketing. In his article (which is a companion to a podcast he recorded with Mark Schaefer, he argues that a content strategy should be focused on attracting the right audience, which he differentiates from prospective buyers. According to Tom, […]

Content Marketing to Build Advocacy in Financial Services

Building buyer advocates within a target firm can get your message where sales teams have no prior access.

A few weeks ago, I blogged about a recent study on how financial institutions buy technology. The study interviewed key senior-level buyers at financial institutions with more than 25,000 employees who recently made large technology investments. According to the study, 52% of these institutions have more than 10 people involved in the purchases process, and […]

B2B Lead Conversion Rates – Tracking the Right KPIs

Tracking KPIs

It’s easy for B2B marketers to get excited about the wrong metrics when setting goals for B2B lead conversion rates. But what are the most important metrics to track? How do you know if your programs are succeeding? For example, we might be thrilled at big volume spikes in website traffic, sharply increased lead conversion […]

How Do You Measure the ROI of Content Marketing?

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“It doesn’t really matter what it costs, as long as we know we will get an ROI from the content marketing investment,” a CEO of a financial technology firm recently told me during a sales call. And isn’t that the truth? The value of a content marketing program should always outweigh its cost. Over the […]

How Financial Institutions Buy Technology

Gain insights into the financial technology buying process

As a content marketer serving the financial services industry, I read a lot of research studies designed to uncover the effective B2B marketing trends. But almost all of them target horizontally. If they include a financial services segment, it’s unclear what kinds of companies are included. It could include everything from bookkeeping services to payment […]

Top 10 Takeaways from IDX 2014

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The following is a guest post by Dan Hubscher, Director of Marketing at Object Trading. Several of us from Object Trading attended the FIA’s IDX (International Derivatives Expo) held 10-11 June 2014 in London. In addition, on the prior evening, we hosted a private forum with 10 leaders from global FCMs, IDBs, large buy sides, and an […]

Is Having A Lot Of Market Competition A Bad Thing?

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Last week, I asked you if you’ve been spending more time on competitive analysis than on customer analysis.  Today I want to dig a bit deeper into the competitor theme and examine whether having a lot of competition is a bad thing. Conventional thinking would have us believe that the best position for a technology […]