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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Is Your Content Additive?
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March 18, 2019
Think about the last 3 pieces of content you created. Did they have a common theme, or advance a common story? Or were they distinct “one-offs”, unrelated to each other? Maybe they were the result of a looming content calendar that just needed to be filled… When it comes to content, the whole is definitely greater than the sum of its...

Getting Leads into Your Pipeline
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March 15, 2019
Alignment between your marketing and sales departments doesn’t happen overnight.  For example, when a B2B prospect visits your website, they most likely need to be connected to an account manager and salesperson that can address their specific needs and questions. A B2C prospect, however, is much more likely to explore your website and fill out an inquiry form all on...

How to Turn ‘Word of Mouth’ Into a “Talk Trigger”
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March 7, 2019
The hotel app worked like a charm. Not only was I able to choose my room, I bypassed registration and used a digital key to open the door. Excited about this experience, I shared it on Twitter tagging a couple of CX experts, one of whom said, “love that too but at Doubletree, it’s worth stopping at the front desk...

Is Your Technology…Calm?
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March 6, 2019
At a marketing conference in May, I had the opportunity to interview “cyborg anthropologist,” Amber Case (Amber is actually a Fellow at Harvard University and a visiting researcher at MIT). She is also an advocate of a branch of research known as “Calm Technology.” In essence, this concept focuses on eliminating an over-reliance on technology while increasing the “human-factor” in any complex system...

Not for Profit CMOs Need These Skills and Traits
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February 27, 2019
With the average tenure for corporate CMOs clocking in at just over 4 years, marketing professionals in these roles don’t have a lot of time to make their mark. The result is a fast-paced, competitive and demanding work environment that requires a very particular set of skills (to paraphrase Liam Neeson). However, many of these same skills can be effectively...

Here’s What Makes a Great CMO
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February 22, 2019
Data. It might not yet be the king of the marketing realm, yet some in the industry already treat it as an established monarch. Well, not according to Greg Welch, the highly respected search consultant at Spencer Stuart. Welch believes that CMOs may have swung too far to the data/performance side of their jobs at the risk of forgetting their role...

Why You Need A Brand Story Blueprint
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February 20, 2019
Groucho Marx once famously quipped, “If you’ve heard this story before, don’t stop me, because I’d like to hear it again.” Unfortunately, many story-obsessed brands seem to agree that telling the same story over and over again, with only the names changed, will surely result in a good ending. In fact, if a brand repeatedly tells the same story, audiences may...

When AI Is Done Right
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February 14, 2019
We’re hearing a lot about AI these days and increasingly it’s being incorporated into various marketing technology platforms as well. This week, I had the good fortune of receiving a demo from an up-and-coming social media management platform that incorporated a subtle, yet very effective AI application in its offerings. In a nutshell, the demonstrator selected a long-form article from the company...

How to Leverage Leads from Review Sites
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February 11, 2019
The stats are undeniable—few of us like going it alone, at least when it comes to buying stuff in unfamiliar categories. On the consumer side, the Spiegel Research Center reports that nearly 95% of shoppers read online reviews before buying. And on the business-to-business front, a G2 Crowd and Heinz Marketing study showed that 92% of buyers are more likely...