Cognitive Load: The Brain Science Behind Good B2B Tech Content

Being able to shift complex ideas from your brain into that of a prospect—in the quickest, least painful way–is increasingly important. Especially as more B2B technology marketers target non-IT personas. Understanding how cognitive load works could be the key.

  • Sunil ShahSunil Shah
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PERSPECTIVES

As B2B technology marketers, many of us spend much of our working lives trying to understa...

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What makes a brand? Sounds like an existential question, doesn’t it? Only it isn’t. On...

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B2B technology marketing is having its Star Trek moment: It’s going where no man has gon...

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What do you get when you mix a former CIO, the co-founder of two technology companies, and...

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SPOTLIGHT

Leading B2B Tech Marketing Season 1, Episode 5

  • AnolAnol

S1E5: Cookie 101 for B2B Tech Marketers

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LATEST POSTS

ABM for 2020, Part 1: Know Exactly Who To Target

There are customers out there, right now, actively looking for what you’re selling. How do you find them? How will they find you? And when that magical moment happens, what is th...

  • Iriani KamaluddinIriani Kamaluddin
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Account-Based Marketing for B2B Technology Marketers: 3 Solid Ideas

Among the B2B technology marketers I’ve had the privilege of working with, few ideas are getting as much interest as a...

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How a Tech Giant Converted a Humble Content Hub to a Full-Blown Marketing Campaign

As far as inspiring tales of content marketing go, you know they are so rare that even if you send a search party to loo...

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3Es to Improve Channel Marketing Effectiveness: Empower, Enable, Enrich

Most established technology vendors, especially B2B technology companies, depend on indirect channel — channel partner...

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7 Questions Enterprise Technology Buyers Want Marketers to Answer

You can tell a lot about a people by the way they cross the road, can’t you? For example, in India, where I live, most...

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I Realized All B2B Marketing Should Use ABM Principles. Here’s Why

A wise man once said: All marketing is a calibration of friction. Sure, that wise man is me. But that doesn’t rob it o...

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5 Proven Interactive Content Types That Boost Lead Generation

Today, content marketing is a strategic marketing approach that all B2B technology companies use. But if everyone is doi...

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