Sorry…That’s Not What Our System Says…

February 8, 2018 by Carla Johnson I went to my local library yesterday to use their production studio to make a higher-quality voiceover recording than I could do on my laptop. My schedule’s tight so I reserved the room online ahead of time. I checked in with the woman behind the desk when I got to the library. She checked …

Is Marketing Its Own Worst Enemy?

February 1, 2018 by Carla Johnson People have been talking about marketing’s need to change for as long as marketing’s been around. We’re told to adjust or perish. Choose between surviving and thriving. Stop taking orders and start creating value. But marketing has the potential to be much more than any of these best-case scenarios. Which is exactly the point …

The Multidimensional Customer: Building Experiences from the Outside In

January 25, 2018 by Carla Johnson When, where, why and how do people spend money? The motivations that make up how people make decisions have become incredibly complex in the last few years. And while businesses keep gathering bigger and bigger data, customers feel brutally frustrated with how brands interact with them. The outcome is that companies find that they’re …

10 B2B Women CMOs to Keynote Your Next Event

January 9, 2018 by Carla Johnson CES received a backlash when it announced the roster of keynotes that was barren of female representation. Kristin Lemkau, CMO JPMorgan Chase responded with a list of 22 “amazing women innovators in tech and media who would slay any keynote anywhere.” And she came up with this list in less time than it took …

How a B2B Technology Company Evolved Their Content Purpose

December 14, 2017 by Carla Johnson In Silicon Valley there’s a large B2B software firm (yes, there are a lots of them…this is the point). This company sells different software across several business functions. John, a new senior-level enterprise sales representative, was brought on to work at the company. Management wanted him because of his deep expertise in the financial …

Experiencing Customers To Deliver Customer Experience

December 12, 2017 by Carlos Hidalgo In a newly published study, nearly two-thirds of buyers told Merkle that they are challenged by vendors and sales reps that are more interested in selling their products and services than listening to buyers needs.  While this feedback from prospective customers speaks specifically to their buying process, it does provide a glimpse into the lack …

It’s Time for HR to FINALLY Get Serious About Strategy

December 7, 2017 by Michelle Smith Let me state right up front that I’m a huge fan of yours, HR. But it’s time for you to get serious about making some very long-overdue changes. I’ve spent the better part of my career as an advocate and unabashed champion of the HR profession, and nothing has changed there. What you do …

Stuck on Words: How Can Marketing Connect With Customers Better?

December 5, 2017 by Brian Carroll How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a disconnect between marketing and customers so I can understand how to bridge that gap. Why? Because right now, the trust gap between marketers and customers has never been bigger. For …

Engineering a Voice to Reflect Your Brand

November 30, 2017 by Mitch Duckler In 1962, TV viewers were first introduced to an animated sitcom about a futuristic world of flying cars, cities in the sky, and space tourism. It was The Jetsons: adoring couple George and Jane, their kids Judy and Elroy, Astro their dog, and housekeeper Rosie the robot. The show lasted just one season (24 episodes) …

Five Customer Experience Challenges That Must Be Overcome

November 28, 2017 by Carlos Hidalgo Customer experience continues to take center stage with high-performing B2B organizations.  According to a Forbes Insights, EY Study on Customer Experience, 69% of CMO’s state customer experience was vital to their organizations growth strategy. While the majority of organizations have their sights set on delivering customer experience, the task of implementing the focus largely falls …

Social Media Isn’t Very Sociable After All

November 14, 2017 by Michelle Smith I offer a cautionary tale here for every generation about our over-reliance on technology when being ‘social….’ While a technology fan and an active social media user, I contend that e-friends aren’t the same as real life friends, and no matter how awesome the technology, communication tools can’t begin to replace being sociable and …

4 Archetypes of Purpose-Driven Content

November 2, 2017 by Carla Johnson Trying to figure out how we manage a strategy to create experiences is hard. But one of the first things we have to understand is the purpose behind every piece of content we create. This is what gives everything we create context. We’ll always write brochures, annual reports, web pages, emails, landing pages, advertising …

You’re in the Business of Truth Not Facts

October 26, 2017 by Carla Johnson Think about your experience with marketing for a minute. Here are some things we know to be true. We know we’re not really going to drag and drop and edit presentations, or work on movies right on our iPhone. The TV commercial showing people doing that on their iPhones makes it seem like it’s …

B2B Customer Experience Integration…Where’s the Easy Button?

October 10, 2017  By Carla Johnson Businesses have been after a complete and seamless digital experience since the day “digital” came about. This keeps getting more important customers are sick and tired of inefficient interactions that don’t feel personal. We’re better than that and they know it. Companies have to deliver an amazing experience that’s seamless and connected from start …

The Biggest Barriers to Brand Consistency and How to Fix Them

October 3, 2017 by Carla Johnson When we think of branding, we think of companies that pull out the big guns. The ones that put money behind Super Bowl ads and have tremendous social influence. That may not be your company. Whether you realize it or not, your company has a brand. And whether you invest in it or not, …

What Marketers Can Learn from a CIO About Customer Experience

September 21, 2017 by Carla Johnson IT has certainly crept into marketing’s world, but there’s opportunity beyond just ‘martech.’ While marketers use technology to improve efficiency and effectively capture data about audience, some IT counterparts are going well beyond that. At a CIO Perspectives event, Home Depot CIO Matt Carey talked about his “mission to create an interconnected retail experience.” …

Storytelling Will Never Work Without This One Thing

September 14, 2017 by Carla Johnson Twenty years hasn’t faded Jayson Zoller’s memory much. At least when it came to one of his biggest learnings. When Jayson was in college, his professor told him a story that remains vivid even two decades later. In a previous class, the professor explained, a group of students had an unusual project working for …

Pitch Perfect: Why Great Ideas Fail and How to Make Sure Yours Don’t

September 7, 2017 by Carla Johnson None of us got into B2B marketing to do boring work. Let’s think about our first jobs; we were fresh out of college…a bright-eyed, 22-year old excited about changing the world. Maybe we started working for a boron mining company and we had fabulous ideas! We were going to do things that the mining …