by Scott Stransky | Aug 26, 2026
A Practical Guide for B2B Marketing Teams Most marketing teams do not have a content shortage. They have plenty of blogs, customer stories, webinars, product pages, ebooks, sales decks, videos, research, and campaign assets. The harder problem is making all of that...
by Scott Stransky | Aug 24, 2026
For a lot of growing B2B technology companies, the customer story problem looks deceptively simple. There are customer references. There are case studies. There’s a whole deck full of logos. Marketing can point to a folder of published success stories. Yet when...
by Scott Stransky | Aug 14, 2026
Read a bunch of tech content and you’ll see it’s built around the assumption that one person carries the decision. It often looks something like this: A champion reads the blog post, finds the product page useful, forwards a data sheet to a colleague, and...
by Scott Stransky | Aug 10, 2026
Many ABM teams are laser-focused on personalizing content in some form. They build pages for specific accounts, create assets for CIOs or CISOs or other buying roles, and tailor messaging by industry. Sometimes they even add account branding. And still, a lot of that...
