January 6, 2015 One of the things I love about looking at the clean slate of a new year is 365 days of possibilities. Part of what gets me excited is taking one idea, focusing on it, and then putting it into practice little by little. Huge change all at once can be hugely overwhelming. But what I find is …
Creating Purpose-Driven Marketing Departments
December 9, 2014 by Carla Johnson In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate and deliver customer value.” For the last decade, people have talked about changing buyer behavior. …
Want to Keep Your Marketing Job? Why You Must Embrace Change to Survive
November 11, 2014 How buyers buy has changed how we need to think and act as marketers. If you love uncertainty, then being a marketer today feels like being a kid on summer vacation – so many opportunities, ideas and inspiration. But apprehensive marketers are holding onto traditional practices. They think that if they ignore the disruption, they won’t have …
Back to the Basics: Marketing with a Strategy
October 14,2014 The Content Marketing Institute and MarketingProfs released their annual research on the state of content marketing. B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America highlights how far we’ve come in the last 12 months as it relates to the adoption and sophistication of practice in content marketing. I won’t go into details about the research …
Performance Anxiety and the Modern Marketer
September 30, 2014 For all the change that’s taken place in how buyers buy, it’s no wonder that marketers feel uncertain. It’s not just about learning new skillsets and making sure teams are staffed and equipped with enough resources. It’s about realizing, understanding and then doing something about the new roles that we need to have as marketers and marketing …
Content Marketing: Don’t Knock it ‘Til You’ve Actually Done It
July 29, 2014 I’ve seen plenty of headlines lately about why content marketing doesn’t work, why it’s a fad or why it’s a fading fling. But nothing will work – regardless of how foolproof it is – if you don’t actually do it. The complainers and naysayers are quick to point out the shortcomings of content marketing. But what they’re …
Ideation and Brainstorming: The art of team building through agreement
July 1, 2014 What’s better than sitting in a bland conference room, sun beating through the windows and fluorescent lights buzzing while your boss drones on about a brainstorming session? Probably everything. Brainstorming. It always begins with that cliché, “Remember, there are no bad ideas.” Which actually isn’t true. There are lots of bad ideas: The mullet. Parachute pants. New …
50 Statistics About B2B Sales and Marketing (Mis)Alignment
June 17, 2014 It’s hard to imagine a 2014 topic hotter than Jimmy Fallon right now. I mean, who would’ve imagined that lip syncing would have such a come back? But if there’s one, at least in the business world, it’s how to fix the chasm between sales and marketing so companies quit bleeding leads (qualified or not) and customers. Why …
BMA14: Where B2B’s Going
Photo caption: Steve Ligouri, (left) president, Ligouri Innovations and 2014-2015 BMA Board Chair and Kathy Button Bell, CMO, Emerson, and 2013-2014 BMA Board Chair kickoff the BMA 2014 conference in Chicago May 28. Saturday, May 31, 2014 At the Business Marketing Association’s annual conference there were five themes that consistently rang loud and clear. (As a disclaimer, I’m on the …
Think Inside the Box: Freeing Creativity with Constraints
March 31, 2014 There’s a belief that in order to be truly creative, marketers must unshackle themselves from anything that could hinder their process. Give them their creative freedom. Let them have no bounds. The sky’s the limit. FLY ICARUS, FLY! In other words, we want them to “think outside the box.” But marketers are like toddlers on Christmas morning; …
7 Ways to Boost Your Business Just by Asking
February 17, 2014 As a small-business owner who’s successfully grown my clientele during some of the toughest economic times (I launched my agency in June, 2001), people often ask me how I’ve done it. I tell them it’s about learning the art of asking. I came across this blog post from Jack Canfield, one of America’s top success coaches, who …
Want to Know What Sales Thinks? Just Ask.
January 4, 2014 I had a woman call me today from a SaaS company asking if I could help her with a problem with which she struggled. The story isn’t new. We’ve all experienced it. Marketing was creating tools that sales never used. That part wasn’t surprising. But the funny part (as in odd, not “ha ha”) came from how …
The Aura of Authenticity
Photo :: Jay Baer, Convince & Convert (left) moderates the morning keynote panel “Are We Getting Better or Just Busier,” with Mario Sundar (LinkedIn), Chris Brogan (Human Business Works) and Mark Schaefer (Schaefer Marketing Solutions). I spent the early part of last week at the Social Media Marketing World conference in San Diego, one of my favorite cities. The marketing hype was no lie, it …
3 Things Surfing Taught Me About Content Marketing
For the last couple of years, I’ve been mesmerized with surfing. I love watching people who are great at it. Pictures and videos make it look incredibly easy. And you can’t beat the weather or the scenery. Since I live in Colorado, it’s not like I can walk out my back door and be at the beach. But I’ve been …
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