Over the last ten years or so, I used content as the basis of our highly capital-efficient demand generation machine for our enterprise martech SaaS. This is how we made that happen from the strategic ideas behind it, and the realities of execution.
My co-founders and I marketed to marketers for the better part of two decades. Over that time, the space better known as marketing technology came into being and exploded into a landscape that now sports nearly 6,000 solutions. Martech is a wildly cluttered world of competing ideas, freshly minted problems and very real pains for […]
To stay clear of undermining your good name and brand, it pays to create a sustainable content strategy that’s intentionally designed to have a lifecycle that makes sense.