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 …

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 …

How to Turn Creativity Into Business Value and Growth

July 11, 2017 TAKE OUR 30-DAY CREATIVITY CHALLENGE! 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 …

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 …

“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 …

34 of the Best Non-Marketing Books for Marketers

May 30, 2017 UPDATED: January 5, 2022 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 …

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 …

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 …

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. …

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 …

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 …

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 …

Building a B2B Brand Starts with Stories, Not Standards

April 20, 2017 by Chris Schermer As a B2B marketing agency, SCHERMER often gets asked to do “branding.” Typically, it’s marketers who want help with their brand positioning, messaging and identity so that they can create more consistent and compelling communications. These initiatives generally spawn a standards manual, website and marketing campaign, but not truly complete and compelling brand experiences …

10 Things Marketers Need to Know About AI

April 11, 2017 by Carla Johnson Artificial intelligence (AI) is seeping into more and more industries, including marketing. While brands aren’t ready to hand over the reins of responsibility to AI quite yet, smart marketers are getting a handle on what it means to them and the future of their profession. A recent article in CIO points out that AI-enabled …

10 Things Marketers Need to Know About AI

April 11, 2017 by Carla Johnson Artificial intelligence (AI) is seeping into more and more industries, including marketing. While brands aren’t ready to hand over the reins of responsibility to AI quite yet, smart marketers are getting a handle on what it means to them and the future of their profession. A recent article in CIO points out that AI-enabled …

Human-Centered Design: What It Is And Why It Matters in Marketing

April 6, 2017 by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad this week. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased significantly (366 percent in just a day), but 43 percent has mentioned Black Lives Matter, 31 percent has labeled the ad as “tone-deaf” and 10 percent has tagged …

Human-Centered Design: What It Is And Why It Matters in Marketing

April 6, 2017 by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad this week. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased significantly (366 percent in just a day), but 43 percent has mentioned Black Lives Matter, 31 percent has labeled the ad as “tone-deaf” and 10 percent has tagged …

How Creative Are You? Take the Test.

March 28, 2017 by Carla Johnson A Harvard grad, Dr. Donald W. MacKinnon was a psychology professor at the University of California at Berkeley who researched creativity. In 1949 he founded The Institute of Personality Assessment and Research (IPAR). After his retirement, he was a visiting fellow at the Center for Creative Leadership. Throughout his career, MacKennon dug deep into …

One Hurdle that Holds Your Career Back and 4 Exercises to Overcome It

March 14, 2017 By Carla Johnson I’ve written about why marketers need to embrace change. And while I hear people agree this needs to happen, there’s a disconnect between what they say and what they do (imagine that). Agreeing that change needs to happen and being the one actually to change are two different things. An unwillingness to change is …