Archive for the ‘Dicussion’ Category

B2B Marketing is Falling Down on the Job

Tuesday, August 12th, 2014

I heard a horror story the other day from a consumer packaged goods executive ranting about a meeting with a vendor. “I gave the guy an appointment, and he spent the whole time presenting his product,” she said. “[He] never asked me a thing about my situation, and what I needed.” Another exec chimed in, “Yeah, when I hear about an interesting new solution, what I need most is to sell it internally. I’m not getting the help I need from the vendors these days.” I am cringing. What is going wrong here? (more…)

Are Millennial Marketers More Analytical?

Tuesday, July 22nd, 2014

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority. Yet actual measurement techniques don’t improve much from year to year: to cite the most recent report to cross my desk, the 2014 State of Marketing Measurement Survey Report from Ifbyphone found that 45% of marketers are measuring Return on Investment in 2014 vs. 40% in 2013 — a gain that is probably within the survey’s margin of error. Other, simpler measures are more common and growing more quickly, but that’s exactly the point: marketers don’t invest in meaningful performance measures like ROI. (more…)

Are marketers underestimating the pace of technological change?

Monday, November 25th, 2013

I speak and consult with clients frequently about the pace of technological change. I believe that all of us consistently underestimate how fast things are changing. I think that’s because the pace of change continues to increase–that means that changes don’t just continue to happen, but that the rate of change is actually getting faster. More things are changing this year than last year. In that type of environment, our feeble human brains (and mine often seems more feeble than most) have trouble adapting because we don’t know what to hold onto and what we can just not worry about. I found that out myself recently. I was staying in a hotel and got my wake-up call on how fast things are changing.
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Content marketing requires a sound foundation

Tuesday, October 1st, 2013

Two words I’ve heard mentioned a lot recently are “content marketing.”
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The Most Important Word When Building Your Personal Brand

Tuesday, July 30th, 2013

Do your colleagues have a choice word for you? If not, here’s why you want them to…
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Brian Solis, new marketing, and the four moments of truth

Tuesday, July 9th, 2013

In a new world of marketing, strategists are seeking answers about technology, direction, and best practices. Brian Solis believes that in doing so, we are already on the wrong path. It’s not about social media nor is it about B2B vs B2C.
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Questions Marketers Want To Know About Social Media

Tuesday, May 28th, 2013

What if you could tap into the minds of 3,000 marketers to find out where they stand when it comes to social media marketing? How valuable would it be to know how your peers are handing the time commitments, social media platforms and measurement?
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Marketing Tip: Sell Them Ideas

Tuesday, May 7th, 2013

The most successful business owners have discovered that you do not sell a product or service: You sell the idea. Today’s post explains why they do it and why YOU should consider doing the same!
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Push versus Pull Marketing: In B2B, You Need Both

Tuesday, April 2nd, 2013

The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing. “Outbound is bad,” she said. What? Well, I guess her feeling is understandable. Inbound marketing is all the rage today. Hubspot promotes it. Marketo promotes it. Seth Godin promotes it. With the new popularity of pull marketing, B2B marketers may be under the mistaken impression that push marketing is dead—or should be. How wrong they are. And here’s why.
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The Question of Reach as a Viable Metric

Tuesday, March 12th, 2013

Last week, I posted the following update across a couple of networks:
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