Companies in the B2B space from IBM to HubSpot have been actively and effectively engaging prospects with longer sales cycle content for years. Like many competitive environments, a lot of emphasis for marketers has been about creating “more” content. More blog posts, videos, infographics, social messages, emails, and so on.
Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety of channels, and often provide us with conflicting information. Our legacy databases are not as robust as we need. New tools and technologies emerge and must be evaluated. It’s a […]
It’s that time of year. Yes, those 2015 trends/prediction posts are just starting to roll out. And man, I’ve already had my fill. Between the all-too-tired and predictable (2015 is the year of mobile!) to the ridiculously far-fetched (augmented reality will TRANSFORM PR in 2015!), I’m already fairly sick of […]
I recently gave a talk on New Frontiers in Data Driven Marketing, which managed to incorporate Barbie, Fred Astaire and Ginger Rogers, General Winfield Scott, and The Three Stooges. Let’s just say you had to be there. But even without celebrities, I think the list is worth a quick look […]
I thought it was widely understood by now that staying in touch with a prospect who has shown some interest in your product or service can triple, even quadruple, lead-to-sales conversion rates.
Last month, I explained how I help executives descend a common learning curve, to get them to buy into outside-in marketing. Most executives from traditional marketing backgrounds build branding campaigns and drive eyeballs to them through advertising. I explained how this model doesn’t work especially well in digital, where the […]
This post is all about targeted marketing and why YOUR marketing needs to be targeted, if you are serious about developing your business. Here’s a great example of targeted marketing for you. I am around 99% certain that you are a business owner. In fact, I believe you either own […]
I was in London a couple weeks ago, and was reminded how I always like the simple phrase that asks you to be careful as you step from the Underground subway car to the platform, “Mind the Gap.” But I think marketers need to mind a different gap, the one […]