Author: Robert Rose

Robert Rose is the Founder and Chief Strategy Officer of The Content Advisory - the education and advisory group of The Content Marketing Institute. As a strategist, Robert has worked with more than 500 companies including global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, and The Bill & Melinda Gates Foundation. Robert is the author of three books. His latest, Killing Marketing, with co-author Joe Pulizzi has just been released. His last book, Experiences: The 7th Era of Marketing, was called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” You can hear Robert on his weekly podcast with co-host Joe Pulizzi, "This Old Marketing”. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards for a number of companies, such as Akoonu, DivvyHQ and Tint. Follow him on Twitter @Robert_Rose.

By robert-rose published June 2, 2010

A Quick and Dirty Way to Segment your B2B Content Marketing

If you’re a B2B marketer you’ve inevitably heard sales say things like this:

“Yeah, we’re getting leads from all that content you guys in marketing are writing – but they’re all tire kickers.”

Or (my favorite): “We don’t need more leads. . . we need better leads.”  What now?

You want to be able to address these questions from sales with answers that are really specific. For instance, wouldn’t it be nice to be armed with this kind of info?Continue Reading