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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B2B Video from HP: Follow Your Dreams
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September 28, 2018
Were you a dreamer when you were a child? Did you get in trouble for daydreaming when you should have been doing your schoolwork—or did you have a teacher that recognized your higher purpose? This wonderful story from HP illustrates what beauty can truly arise when you're encouraged to follow your dreams. Not only is this a great example of...

'Who Trusts the Salesperson?' Salesforce CMO on the Trust Conundrum
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September 26, 2018
Fourteen years ago, Simon Mulcahy startled his boss by turning down a promotion. He then proceeded to a pub ("This is what you do in England," he said) and was later joined by his wife to ponder their future. Together they reviewed an issue of The Economist that listed the best places to work and live in the world and, remarkably, they...

Why Marketo Wants Marketers to be Fearless
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September 24, 2018
When I asked Sarah Kennedy, the relatively new CMO at marketing automation firm Marketo, what's the best advice she'd ever been given, her answer set the tone for our discussion: "Jump out of the plane and find your parachute on the way down." It is little wonder that Kennedy, who jumped into her role eight months ago, felt compelled to not...

Personification in B2B Marketing
Personification: An Effective B2B Marketing Technique
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September 24, 2018
Personification: The representation of an abstract element of your story in human form. You probably encountered this term in high school as an effective, if novel, element of good storytelling. Instead of describing a conflict, you give it a human form and let that character literally tell it's own story. Customer service software vendor, Zendesk, pulls this off to hilarious...

B2B Marketing 101: Building Your Tech Stack
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September 21, 2018
When the first Lumascape was shared by Luma Partners in 2010, it listed a few hundred marketing technology companies. The latest version shows nearly 5,000 brands, now in an epic struggle to stand out and be part of the mission critical tech stack of modern marketers. Clearly, not all of these brands will make the cut as increasingly sophisticated practitioners...

B2B Marketing 101: Demand Generation
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September 19, 2018
When you're repeatedly successful as a marketer, luck and circumstances can be eliminated as the cause. Such is the case with Eric Eden, who has been a marketing leader at three companies that have gone public: Network Solutions, Verio and Cvent. He has also worked for a number of growth companies backed by private equity, including in his current role...

Bring a Fearless Approach to B2B Marketing
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September 15, 2018
When I asked Sarah Kennedy, the relatively new CMO at marketing automation firm Marketo, what's the best advice she'd ever been given, her answer set the tone for our discussion: "Jump out of the plane and find your parachute on the way down." It is little wonder that Kennedy, who jumped into her role eight months ago, felt compelled to not...

Why Brand Matters for B2B Marketers
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September 13, 2018
As an English major at Stanford, Rich Kylberg challenged himself to read the sacred scriptures of over 90% of the world's population—including the Bhagavad Gita, the Torah, the Quran, Dhammapada, Tao and the Gospels. In addition to gaining an "empathy and understanding for others," he believes these foundational texts are a prerequisite for becoming a good brand storyteller. Now in...

Why ABM Is a Must Have B2B Weapon
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September 11, 2018
As one of the founders of Marketo, Jon Miller helped make marketing automation a mainstream approach for b-to-b companies. And in his role as chief marketing officer back in 2011, few were better at creating content to drive inbound leads. In our interview back then, Miller noted that "our marketing team generates 80% of the sales pipeline" and that Marketo was...