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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 …

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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 …

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The 16 Best Sites for Free Stock Photos and Videos

August 29, 2017 by Tom Pick There are lots of great reasons to include images with your blog posts and other marketing content. They add visual appeal. They can help with SEO. Visuals increase views on average by 94%. They improve information retention by up to 65%, increase engagement, and generate more likes and shares on social networks. Can’t find an image …

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3 Reasons You Should be Using VoC to Enhance Customer Experience

August 24, 2017 by Brooke Cade Monitoring customer feedback is more important than ever. In the past, word of mouth was fleeting and temporary. Now, with the Internet, it’s easy for a single review to severely damage or ruin a company’s reputation. Negative reviews can tank a product, or even a whole product line, leaving businesses struggling to move inventory. …

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Why Customer Success May Not be Driving Growth for Your Brand

August 22, 2017 by Carlos Hidalgo It has long been thought that part of delivering a world-class customer experience is ensuring customer success. B2B organizations are making large investments in their customer support while simultaneously building out customer success functions. The prevailing thought is if we can help our customers be successful, this will lead to a good experience, which …

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Are Companies Ignoring Their Best Source for Buyer Insights?

August 17, 2017 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned …

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6 Tips to Infuse Storytelling into Digital Marketing

August 15, 2017 by Carla Johnson John Montagu loved to play cards. As a British politician, an aristocrat and the 4th Earl of Sandwich he ran into a problem. He loved snacking while playing cards but the cuisine of the time left his hands greasy from eating meat with his bare hands. In 1748, he ordered his valet to bring him …

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How to Build a B2B Marketing Team

July 20, 2017 by Tom Pick One of the most critical aspects of creating a roadmap for business growth is staff planning. Other than cash flow analysis, it may be the most crucial element. Without cash, you don’t have a business. Without people, nothing gets done. Staff planning ensures you have the right people in place at the right time to support …

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How to Turn Creativity Into Business Value and Growth

July 11, 2017 by Carla Johnson We all have ads and campaigns that stick with us. They’re clever, entertaining and memorable. But does this mean anything to anyone outside of marketing? Turns out, it should. McKinsey & Company recently used a quantitative measure that looked at the connection between creativity and business performance. To do this, they developed the Award …

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How the Internet of Things Will Disrupt Digital Marketing

July 6, 2017 by Beth Kotz The Internet of Things (IoT) is omnipresent and always-on communication, carrying out functions that both impact and reflect our physical world. For marketers, the way in which Internet connectivity has spread to include formerly-analog everyday objects presents an exciting array of new opportunities. Now that almost anything—from your watch or your pacemaker to your …

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The 10 Best Customer Service and Customer Engagement Platforms

June 27, 2017 by Tom Pick The emergence and spread of the Industrial Internet of Things (IIoT) has dramatically changed the game for both B2B vendors and customers. Producers of a wide array of products—from vehicles to machine tools to jet engines to officer copiers—now have access to the kind of user and usage data that, not long ago, only …

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Good vs. Bad Content – What’s the Difference?

June 8, 2017 by Chuck Frey We’re awash in a cesspool of bad content. Much of it is content that is so self-serving, it makes you cringe. Tired topics that have been covered ad nausem by many other authors – apparently in an attempt to validate the theory that an infinite number of monkeys pounding on an infinite number of …

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“Fine” is the F-Bomb of Customer Experience

June 2, 2017 by Shep Hyken Not long ago I was interviewing Kevin Berk, founder and CEO of ServiceGuru, on Amazing Business Radio. We were talking about the word fine. He commented that it is a four letter that begins with the letter F that you never want to hear from your customer. I then joked that fine is the …

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34 of the Best Non-Marketing Books for Marketers

May 30, 2017 by Carla Johnson A few weeks ago, Jay Acunzo asked me how I felt travel affects creativity. He certainly hit a hot button for me, because when people ask me where my best ideas come from I tell them, “on the road.” But then he asked, “But if people can’t travel, where do they get great ideas?” …

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5 Lessons From the Demise of Coke’s CMO

May 23, 2017 by Carla Johnson Coke recently cut the role of CMO from its C-suite roster. Does that mean that marketing’s in trouble at one of the world’s most iconic brands? Yes, if those marketers are the type who want to keep a traditional role. If you think that delivering great work for a status quo strategy, you should …

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Is Influencer Marketing B2B’s Golden Egg Opportunity?

May 16, 2017 by Carla Johnson As much as we’d like to think we’re impartial buyers, everyone’s influenced by someone. When it comes to big-ticket purchases, it’s even more true. B2B buyers like to think they make decisions based on research and data. But they may be the group most influenced during the buying process. It that’s the case, how …

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3 Top Trends in Customer Experience

May 9, 2017 by Carla Johnson I remember seeing the first Terminator movie. Holy crap, the machines scared me. They felt no pity, no remorse, no pain, no fear. It was a far-fetched idea in 1984, but now that our vocabulary is infused with artificial intelligence and virtual reality, some people have a great deal of empathy with Sarah Conner. …

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How Giving Useful Ideas and Secrets Builds Trust

May 4, 2017 by Brian Carroll I had coffee with a potential partner, and our conversation ebbed to us talking about business philosophy, marketing, and lead generation. I talked about freely sharing ideas and helping people. He replied something like,  “I think companies [like yours] give away too many of their trade secrets on their website and blogs. They provide …

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Design Thinking: What It Is and Why It Matters to Marketers

May 2, 2017 by Carla Johnson When people hear the word “design,” it conjures up images of architects, graphic designers and maybe a programmer. These are the people who stereotypically take an idea or concept and bring it into the real world. They put different pieces together, many of which seem unrelated, and ultimately solve problems for their clients. But …

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CEOs Rank Culture as #1 Priority for Success

April 25, 2017 by Michelle Smith Culture is front and center for leaders who want to increase performance and strategic alignment in 2017. “Culture is the X-factor,” said Noah Rabinowitz, senior partner and global head of Hay Group’s Leadership Development Practice. “It’s the invisible glue that holds an organization together and ultimately makes the difference between whether an organization is …