As marketers, we need to keep score. If we’re not having a meaningful positive impact on the business and helping it grow, we’re going to find ourselves in hot water. There is legitimate pressure from the C-suite and Sales to make sure marketing is “delivering.” When...
It’s pretty much universally accepted that the world is flat when it comes to commerce, which means that the way customers find us (your company, our company, pretty much every company) has changed dramatically. Because now those customers have a much wider choice of...
For us marketing folk, getting a chance to work on your company’s branding is a big deal. It’s a major strategic exercise and–done well–can have a major impact on your organization. In other words, you’ve convinced the higher-ups that marketing really...
Figuring out your brand story can be a time-consuming—but critical—exercise. But often companies finish developing their brand and don’t know what to do next. Sure, you’ve got a meaningful brand story, some company values and you know what you stand for, but how do...
Thought leadership can help you shorten your sales cycle and lend credibility to your brand. And research shows that B2B leaders are paying attention. Nearly half of the C-suite says they vet an organization by its thought leadership and 81% say their trust increases...
More than anything, B2B marketers want to be taken seriously. They want to appear smart in front of their audiences – whether that’s clients or peers. That often leads to an overuse of jargon as we strive to prove our insiderness. Plus we assume B2B buying decisions...
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