2017 State of B2B Digital Marketing

February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital Marketing. The research shows that the quality of sales leads is marketers’ top priority. That ousted last year’s biggest hurdle of measuring and proving ROI. Perhaps one of the reasons …

Are You Guilty of Content Foie Gras?

February 2, 2017 by Carla Johnson An interesting question came up at dinner the other day. I was in Chicago catching up with my good friend Evan McLaughlin. Evan and I met a few years ago at Content Marketing World and I’ve found his perspective as a content strategist for Motorola Solutions interesting. While perusing the menu he suddenly sat …

Why Customers Don’t Trust You (and How to Make Sure They Do)

January 31, 2017 by Carla Johnson Our growing distrust of the news, our governments, the companies for which we work and society in general isn’t in our imagination. That’s the message, loud and clear, from the 2017 Edelman Trust Barometer, an annual measurement of trust that Edelman Intelligence, a global insight and analytics consultancy, has conducted since 2000. Rich with …

What ROI Will Never Tell You

January 19, 2017 by Carla Johnson “If you can’t measure it, don’t do it.” We’ve heard this plea hundreds of times, but marketers have to quit blindly following this mandate. Often the most valuable part of our work isn’t measurable. Think about networking. The time we spend cultivating relationships – deeper relationships – with fewer people is by far more …

12 Lessons I’ve Learned From Writing 1,000 Blog Posts

January 10, 2017 by Tom Pick In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick perfectly. I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things. (For the record: I wrote 440 posts on the Blogger-based …

22 Tantalizing Content Marketing Stats and Facts

December 27, 2016 by Tom Pick With the near-universal embrace of content marketing—93% of B2B marketers are using content marketing, and B2C marketers are close behind—the amount of brand content being produced has exploded. But the capacity of buyers to consume content hasn’t changed, making content quality (as noted by several contributors to the 2016 B2B Marketing Trends report) the …

Design Experiences Not Content

October 27, 2016 by Carla Johnson Early in my career I worked for architecture firms. That phase was one of the most valuable times of learning in my career. One conversation in particular with a designer is still clear as can be to me today, decades later. He was telling me about a children’s burn unit in a hospital he …

Data: The Most Valuable (But Little Understood) Benefit of Content Marketing

October 11, 2016 by Chuck Frey Content marketing has received a lot of coverage in the business media and blogosphere for its power to cultivate strong relationships with current and prospective customers. What many people don’t realize, however, is that it generates a wealth of data that can help marketers increase the effectiveness of their content initiatives. From page email …

[RESEARCH] B2B Marketers Getting Smart with Content Marketing

September 29, 2016 by Carla Johnson Last year’s lessons are this year’s successes when it comes to content marketing. The Content Marketing Institute and MarketingProfs released their 2017 B2B Content Marketing Benchmarks, Budgets, and Trends for North America and B2B marketers are experiencing more success than they did a year ago. One of the key findings from last year’s research …

How Understanding the Goals and Intent of Buyers Can Transform Marketing

September 22, 2016 by Tony Zambito People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Leading to more effective online engagement, content design, and sales conversations. The relationship between intent and goals is …

Humana Taps Socially Savvy Employees as Brand Advocates

September 13, 2016 by Carla Johnson Humana’s focus on health and wellness isn’t just something for its subscribers. It’s proving a tremendously beneficial approach for inspiring and empowering employees to serve as brand advocates for the Louisville, Kentucky-based insurance provider. Companies face a tug of war between wanting to empower employees to act as brand advocates and wanting to control …

Customer Education: The Secret to Successful Marketing

September 1, 2016 by Chuck Frey In card games, trump cards carry much more value and importance than any of the other cards. In the world of modern marketing, customer education is the trump card – it’s critically important to winning the game. Remember, companies that play their cards the best will always win. It wasn’t always this way. In …

How Marketing & HR Can Build a Much Better Brand Together

August 25, 2016 by Michelle Smith Enduring brands are built by people – not ads, clicks or views. Marketing has traditionally taken the lead in communicating the corporate brand promise, but when it comes to delivering on those promises, its people from all around the organization who have to do the meticulous work of successfully bringing the brand promise to …

Welcome to the Creative Age – Are You Ready?

May 19, 2016 by Chuck Frey We’re living in the Creative Age, where ideas are the coin of the realm. Are you prepared to leverage the opportunities it can bring your way? During the Industrial Age, brawn ruled the day. Only a relative handful of leaders and managers were paid to think creatively about the organization’s present health and future …