Business-to-business companies are often focused on researching past events, but this isn't necessarily the kind of content your customers are interested in, Greg Alexander writes. "Reporting on what has already happened is sure to increase unsubscribes," he writes. "In contrast, writing something that represents where the market is headed is likely to build a loyal followership." To make their marketing efforts more effective, B2B companies should tailor their content to mobile devices and offer insights that are of value to their customers, he advises.