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What 2017 Budgets Mean for 2018 CMOs

December 19, 2017 By Carla Johnson John Wanamaker was a successful merchant, religious leader, a political figure and a U.S. Postmaster General. Some considered him to be a pioneer in marketing and many know him through his infamous quote on advertising: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This sentiment …

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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 …

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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 …

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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 …

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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 …

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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) …

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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 …

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B2B Marketing Lessons from Stove Top’s Thanksgiving Dinner Pants

November 23, 2017 by Carla Johnson To allow people to “enjoy more of Thanksgiving in comfort and style,” Stove Top designed a pair of unisex maroon pants with an elastic waistband. But they didn’t stop there. They fashionably accented the pants with a stretch band featuring an image of stuffing. And because you’ll be hungry later in the day, they …

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The 23 Best Free Google Chrome Extensions for Digital Marketers

November 21, 2017 by Tom Pick To enhance and automate marketing functions, businesses need to invest in online tools, integration, and training. No question. That said, however, it’s amazing how much can be done without spending any money—or even leaving whatever web page is currently open in your browser. These Chrome browser extensions perform all sorts of interesting tasks, from …

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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 …

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3 Forces Shaping The Future of B2B Marketing

November 7, 2017 by Tony Zambito Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders …

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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 …

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Blueprint for a Successful Content Marketing Strategy

October 31, 2017 by Robert Wendt Who in their right mind would build a house without a blueprint? You need a detailed blueprint to convert the piles of building materials on your empty lot into a beautiful, finished home. If you try to build it on your own, without a blueprint, you’ll end up with a haphazard structure that will …

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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 …

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How To Write Customer-Focused Content That Converts

October 24, 2017 By Wendy Dressler Customer Experience Is Also PR Public Relations constitutes one of the most important aspects of any business. But PR isn’t just something on which just your marketing and outreach department should focus. How any client or prospect feels about interacting with your business is in an unrecognized example of public relations. This means your …

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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 …

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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, …

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[RESEARCH] B2B Marketers Getting Smart With Content Marketing

September 28, 2017 by Carla Johnson The Content Marketing Institute and MarketingProfs released their annual research this week – B2B Content Marketing 2018: Benchmarks, Budgets, and Trends – North America. In it, Joe Pulizzi and Ann Handley tell us that B2B marketers keep seeing content marketing success as they look at ways to be more creative and build their audience. …

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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.” …