Joe Pulizzi on Navigating Web 3.0

January 5, 2022 It seems forever ago that we heard the term “Web 2.0” and waded into the post-dotcom world of the web as a platform and social networking. Twenty years later, headlines are coming hard and fast about Web 3.0. What’s the big difference? Ownership. Web 1.0 was about static web pages and helping people find things. Web 2.0 …

Bryan Kramer on Focusing on Impact

December 8, 2021 Most of our day centers around computer screens, phones, or tablets. It can be easy to forget that when you send an email or hit the “publish” button that there’s a real, live person on the other end. We fall into a digital trap that causes us to think and talk like robots!  People constantly throw out …

Josh Gryniewicz - CTD Blog

Josh Gryniewicz on Crafting Narrative Strategies

October 5, 2021 On the first day of a new job or when joining a networking group, people get bombarded with introducing themselves. Between awkward silences, uncomfortable eye contact, then a quick swap of job titles and company names, the opportunity to become memorable goes down the drain. When we talk about ourselves, the default is to mimic the examples …

John Jantsch - CTD Blog

John Jantsch on How Sticky Marketing Drives Growth

August 17,2021 On most hot summer days, young entrepreneurs-in-the-making set up shop on front lawns and in driveways. Their mission? Rehydrate their local communities with cold cups filled with lemonade. Their marketing tactics include cardboard signs, word-of-mouth referrals from satisfied customers, and yelling to cars passing by at busy intersections. If competitors show up, savvy preteens promote their use of …

Tom Stein - CTD Blog

Tom Stein on How B2B Marketing Drives Growth

August 10, 2021 If there’s ever been a department that’s gotten a bad rap it’s the marketers in B2B companies. I’ve worked in this business my entire career, and I’ve watched as we’ve made progress at a snail’s pace compared with the shiny, sexy careers of consumer marketers. But that’s changing. Really fast. There’s been some interesting attention about what …

The Difference Between a Customer Journey and a Buyer Journey

April 8, 2021 I hear B2b marketers use the terms customer journey and buyer journey interchangeably. While it’s not only incorrect, this misunderstanding creates lost opportunities to build early relationships with customers (or potential customers), create a more efficient buyer journey, and develop stronger conversations when it comes time to connect with a sales person. Let’s start with the basics… …

Storytelling Lessons from the Cheese Aisle

April 1, 2021 When I was growing up, the sophistication of my cheese palate was limited to bricks of Velveeta and jars of Cheese Wiz. Fast forward a few years and I’m working at my first marketing job at a small architecture firm in Lincoln, Nebraska. My boss, Dave, buys everyone breakfast, bagels with cream cheese. CREAM CHEESE! I felt …

2021 Edelman Trust Barometer: Trust Crisis Creates Leadership Opportunity

January 21, 2021 Global pandemic. Fake news. Social protests. Economic turmoil. Political instability. If 2020 were a movie plot, no one would believe it. Unfortunately, this is the world we’ve endured the last 12 months. The effects of this imperfect storm come out this month in Edelman’s 2021 Trust Barometer. This annual index measures the average percent of trust people …

Why Business People Speak Like Idiots

May 14, 2020 It was early 2001. The dot-com-boom had taken people on a Thelma-and-Louise ride and sailed them off a cliff. Enron’s crazy accounting debacle ended up in the largest corporate bankruptcy (until WorldCom out did it a year later). Arthur Andersen execs looked the other way while Enron did their dirty deeds and even helped their buddy out …

Six Insights (And One Inspiring Conclusion) from 27 Beneficial B2B Marketing Stats and Facts

May 22, 2018 by Tom Pick Every B2B marketer knows we are in a period of rapid change. But questions abound, and many aren’t sure where to focus their attention or efforts. Marketing technology (martech) is advancing quickly. But which developments are real and imminent, and which are hype? Or at least, not important yet? Image credit: KoMarketing Company leadership …

Why Customer Experience Is Failing

May 1, 2018 By Carlos Hidalgo A recent headline read as follows, An Inconvenient Truth: 93% of Customer Experience Initiatives are Failing . . . To Differentiate.  The article, written by Bob Thompson goes on to detail various issues most organizations experience that prevent them from achieving customer experience success. It is hard to argue with the points in the …

Defining Modern Customer Experience

April 17, 2018 by Carla Johnson I spent last week at Oracle’s Modern Customer Experience conference in Chicago. One of the refreshing things about the work I do is being able to lift my head from my desk and spend time with really groups of people who focus on customer experience from many different angles. That’s the gift that Oracle’s …

4 Ways Branding Contributes to the Customer Experience

April 12, 2018 by Sam Holzman In today’s digital age, the customer has more power than ever before—and marketers are taking notice. In fact, a recent study found that 83% of marketers think customer experience is more central to their role than it was five years ago (source). Interestingly, that same study found that 74% of marketers believe brand strategy …

Orchestrating the Experience: The New Buyer and Their Journey

March 29, 2018 by Carla Johnson Just what is a “buyer’s journey?” Do our customers really go through some kind of predictive path on their way to buying a product or service? Has this really changed over the last decade? It’s certainly no secret that the methods and tools that customers have at their disposal have changed more than we …

How to Identify What Makes Customers Buy

March 8, 2018 By Carla Johnson Just because two customers are close in age, live in big cities and earn similar incomes doesn’t mean they spend the same way. Despite what they have in common, they could be very different customers once we dig into the details. Once we understand what influences how people make decisions, we can look at …

How External Events Shape Buyer Values & Preferences

February 22, 2018 by Carla Johnson It’s more than one thing that makes a customer decide whether or not they’ll buy something. People are multidimensional – they respond to the combination of big and small factors. Marketers use to be able to rely on things like demographic information and financial characteristics to predict how customers would behave. But with increasing …