Stop Wasting Time and Money Blogging!

Did I really write a blog about not blogging? You bet!

This is all about the evolution of B2B marketing. I've been around long enough to remember that marketers didn't always blog. It was something B2B adopted in order to boost Google search results. Google was giving preferential treatment to sites with fresh new info instead of brands who built a "set it and forget it" site.

It's been 15-20 years of regular blogging in order to drive traffic to your website.

And frankly, a necessary evil, in my humble opinion. Most blogs are thinly-veiled marketing fluff at best. This is why it's so great to use our system or service. And it's become much worse since ChatGPT entered our lives. Gen AI can write a blog in seconds, even if it's just regurgitating all the other business blogs ever written. At least it accomplishes your marketing chore for the week.

I will admit that when ChatGPT first came out, I wrote a couple of blogs with it. I was running a business that was a career change for me (still in learning mode), and as the owner and only full-time employee I had a lot on my plate. I learned the hard way that I should write my own stuff when a customer asked a question about something I had blogged about... and I was stumped.

So since business blogging is one of the first chores we outsourced to a robot, I think it's high time we rethink its place in our strategies. So you can imagine that when a Revenue Remix panelist recently dropped "stop blogging" as an actionable insight, I had to explore.

I have a love/hate relationship with blogging. Most business blogs don't do much more than check off a box. But when done well, like I do with my clients - sales/marketing aligned blogs, can drive real revenue.

• Partner announcements - PR Newswire style blogs that leverage each partner's audience in order to get some boost and generate buzz.

• Success stories - you don't always have enough for a full-blown case study, but a blog can highlight a success, make the client feel great, and it's great for the sales team to use in their email efforts.

• Answering FAQs and overcoming sales objections - great for the self-educating prospect and also great to ensure each sales person answers questions "on message".

• Provide value in each follow-up - according to Gartner it takes an average of 22-24 touches now to engage a prospect. Value-add blogs can ensure that your salesperson isn't "just touching base" 20+ times. Helps you not get blocked too!

But since the proliferation of AI-generated content, we've seen drops in engagement and a decrease in consumer trust. "Is this AI?" and "I wish I could block AI generated content" are common comments in social media feeds.

When engagement is down and buyer trust is eroding, it's definitely a time to re-think the way we're doing things. Join me as I explore what the future of B2B marketing looks like - from the lens of a revenue leader and a busy business owner.

I chatted with David Lee, founder of Do What Works, to pick his brain and brainstorm, and had the fore-thought to record it.

If you're planning for the future growth of your org, you need a dynamic duo like this leading your strategy. Dave and I have been working for years on aligned sales/marketing plans that deliver, and we hit the ground running! Book a chat to explore.

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Rise of Us is a revenue-architecture practice led by Summer Poletti. We help $2MM - $30MM ARR fintech and SaaS companies build buyer-first GTM systems that scale. Through our Revenue RISE™ framework we align sales, partnerships, marketing, and success, coach the people who run them, and deliver early wins that compound into predictable growth. We train an AI-powered Smart Sales Playbook to keep the momentum running long after the engagement concludes.