Here we cut the world of B2B marketing into digestible nuggets of inspiration, highlighting courageous individuals and ideas approximately two times a month. Want to contribute content to our blog?
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Showing Purpose Through Video
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January 8, 2020
  Without context, here are a few rapid-fire quotes: “You’re not doing it just to look good, you’re doing it because you want to.” “There’s no point in doing anything if you’re not going to try to get better.” “This world is built on collaboration.” “If I don’t keep my promise, that means I’m lying. And if I’m lying she won’t be my...

The Big CMO Shift in 2020
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December 19, 2019
On November 12, 2019, over a hundred CMOs gathered in New York City for The CMO Club’s 7th annual CMO Awards. Forty winners were celebrated while Anne Finucane, Vice Chairman of Bank of America, was inducted into the CMO Hall of Fame. Though taking a couple of hours to revel in past accomplishments was a welcome break, many of these...

A Key Mistake CMOs Make: Attribution
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December 17, 2019
Today, I thought I’d share a bit about CEO/CMO relationships. As I’m sure we all know, being on the same page as your C-suite peers is pretty important. You all need to be in agreement about budgets, strategy, etc. if you want to have productivity. If you’re not in agreement about things and communicating openly and efficiently, you end up...

Forrester Shines CMO Light on Experience
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December 11, 2019
Forrester released a pretty hefty report of data-driven predictions for 2020. Naturally, like an impatient kid with a mystery novel looking to the last page to see “who dun it,” I flipped right to the section titled “CMOs Rally Around Customer Value.” Don’t worry, I’m planning on reading the rest, I’m just—as I’m sure you could attest to—much more interested...

We’re “feline” like giving back this Thanksgiving!
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November 20, 2019
We’re giving thanks for a very special, upcoming episode by giving back to a very special charity! Next Friday, 11/29, we’re thrilled to be airing an episode of Renegade Thinkers Unite featuring none other than Nala Cat, the world famous, feline influencer with over 4 million followers (and her very own CAA agent—the only cat to achieve such a thing)!...

The Major Change for CMOs in 2020
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November 6, 2019
Recently, Forrester released a considerable report that covers 2020 predictions in everything from artificial intelligence in business, to personalization in B2C marketing, to cybersecurity, and much, much more. Though extremely substantive, we homed in on the B2B marketing elements (fitting, given that we’re a strategic boutique for B2B marketers). One section in particular struck us as especially interesting. The title,...

Retention vs. Acquisition: Marketing from Beyond the Sale
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October 30, 2019
It’s tough to find solid evidence for an exact number but, when it comes the notion that customer retention is cheaper than acquisition, many experts lean on the ratio of 6:1. While it’s tough to solidly corroborate that number, it is generally agreed on by veteran marketers that it is significantly cheaper to retain a customer than to go out...

Slow and Steady (and Well Researched) Wins the Race
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October 22, 2019
CMOs, when joining a team, are often immediately tasked with boosting marketing effectiveness. Unfortunately, only a small percentage actually ask for or are given the time they need to properly evaluate the situation, and plan accordingly. Starting the shake things up quickly without getting your footing is dangerous. It can make it difficult for even the most creative marketer to...

How Marketing Helped Gusto Grow
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October 15, 2019
In the young world of Silicon Valley start-ups, an oft-adopted mindset is that a good product will attract attention on its own, sans marketing. While that’s often how these snowballs start rolling, they’ll usually find marketing is required to really achieve a high level of success. This is sort of how Gusto got started—4 years after its launch and initial...