My heart goes out to those professional services marketing mangers who are constantly having to cajole partners in their firm to contribute something to the company blog. “I’m tasked with hitting my billable hours, not writing window dressing for the website” goes the standard rebuttal. And if you live or die in a …
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Why gated B2B white papers can lead to fewer sales, not more
Imagine you need to buy some double glazing. Apologies if the thought brings you out in hives, but I’m guessing that the anxiety you’re feeling right now has far less to do with cost, and far more to do with fending off endless calls from pushy reps keen to sell to you their wares …
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