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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Riding a Juggernaut - How to Grow Without Changing Jobs
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January 8, 2017
As the employer of numerous millennials and proud parent of two, I'm quite conscious of a generational tendency to change jobs with frequency.  Various research studies back up my first-hand observation of this trend.  Deloitte reports that younger millennials ages 20-24 are on the job for an average of 1.3 years and according to Gallup: Millennials most likely generation to...

An Insider's Look at Driving Change via Marketing
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December 5, 2016
Last Friday, I was in one of my "oh we've nailed it" gleeful moods as we contemplated a new business plan to focus on "agents of change."  Our logic was airtight, or so we thought.  If we could just figure out how to isolate change agents as a personality type via a line of questioning, then we could narrow both the...

How Brands Do Good in School
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October 31, 2016
Both of my older brothers learned to diagram sentences from Mrs. Armitage, an unforgettable 7th grade English teacher at Heinz Kaiser junior high in Costa Mesa, California.  Not I. By the time my turn came around, this diminutive Southern-born chain-smoking firecracker with the gravelly voice that turned a-r-m into "airem," was already suffering from lung cancer which meant we had a...

How to Make Agency Partnerships Work
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October 24, 2016
As chief Renegade for the better part of two decades, I’ve witnessed first hand the innumerable variations client-agency relationships can take. Some have been multi-dimensional like our phenomenal 15-year partnership with Panasonic.  Others have been more focused like the BankCab guerrilla marketing program which drove customers to HSBC for 13 years. Some clients have given us a clean slate to...

How to Make Agency Partnerships Work
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October 24, 2016
As chief Renegade for the better part of two decades, I’ve witnessed first hand the innumerable variations client-agency relationships can take. Some have been multi-dimensional like our phenomenal 15-year partnership with Panasonic.  Others have been more focused like the BankCab guerrilla marketing program which drove customers to HSBC for 13 years. Some clients have given us a clean slate to...

Helping Your Customers is Always a Good Strategy
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October 16, 2016
Waiting in the lounge area for my flight back to New York City on American last week, I overheard a fellow passenger grumble that "I have a zillion upgrade credits but can never use them."  Having not been upgraded either despite my lifetime Platinum status and early check-in, I thought for a moment about my loyalty to American -- why did...

Want to Understand Influencer Marketing? Become an Influencer Yourself
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October 10, 2016
Every once in a while you meet someone who seems to be so much more productive than you are that you just have to stop and tip your hat. The recipient of my admiration most recently is Martin Jones of Cox Communications and as you will see in our interview below, Martin is a man who wears many hats from...

Marketing Clean Water, A Career Journey
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September 22, 2016
My son asked me the other day, "Which superpower would you prefer Dad, teleporting or flying?"  I knew my answer right away but I was surprised when he told me most of his friends choose the other option.  As it turns out, these folks just want to get to where they want to go which makes the idea of teleporting...

How Mobile Social Local Transformation Begins
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September 13, 2016
If you're currently working for an organization that needs to pull itself into the MoSoLo (mobile social local) era, you're going to want to read this extensive interview with from start to finish.  Such a transformation is neither rapid nor guaranteed to work without a number of factors coming together:  An internal catalyst Senior management buy-in An external expert /...