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6 Elements of Remarkable B2B Storytelling

May 12, 2015 Whether he knew it or not, my grandfather was a master storyteller. He was born on a small farm outside idyllic Faaborg, Denmark and immigrated to America when he was a mere 14 years old. He traveled around the country as a young man, and finally joined the army during WWI so he could have U.S. citizenship. …

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Using Purpose-Driven Content to Create B2B Buyer Experiences

March 10, 2015 It’s no secret that the information pools that buyers can tap are overflowing. It’s time, however, that we start looking at the customer decision journey with a different perspective and begin focusing on purpose-driven content that creates distinguishing experiences for audiences. For the past few years, we’ve belabored the point that marketers need to map the customer …

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How Emerson Made Science Sexy with Storytelling

February 24, 2015 One of my favorite quotes from marketing icons about B2B marketing is that it doesn’t mean “boring-to-boring.” And, while logically we know that doesn’t have to be case, it’s rare that hard-core B2B companies do anything to break that stigma. Unless you’re Emerson. Of any B2B company that’s earned the right to stay in the obscure, gray …

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Content Marketing and the Rise of the Citizen Storyteller

February 17, 2015For companies to make the transition from telling stories to creating brand experiences, they have to focus on the power of amplifying the essence of their brand story. Confining storytelling strictly to the brand or PR teams limits the value and impact that can be had. Creating citizen storytellers isn’t only about tapping the ranks for ideas to …

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How to Build Strong Brand Storytelling From the Inside Out

January 20, 2015 How to Build Strong Brand Storytelling From the Inside Out As marketers, we focus a lot of our time and attention on outside audiences, which makes sense. We’re trying to get people to buy what we sell. We want them to get to know us, like us, talk about us and think what we sell is a …

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2014 Content Strategy: Do Less

2014 Content Strategy: Do Less In the latest research from the Content Marketing Institute and MarketingProfs, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America, content marketers show that they’re definitely making progress in understanding the uniqueness of the discipline and refining their skills. The results show that 44% say they have a documented strategy and 73% have …

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Content Marketing and Sales Enablement: Can’t We All Just Get Along?

If content marketing is supposed to support the sales cycle, why are so many companies bad at it? Too many companies think the answer comes from the right marketing automation system or other technology that gets content in front of a customer or prospect. It’s not. It’s about sales and marketing not having walked the proverbial mile in each other’s …

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The Financial ROI of Brand Storytelling

August 6, 2013 At the Society for Marketing Professional Services annual conference a few weeks ago in Orlando, people who attended my session asked me how to get executive buy-in on storytelling. My response? Talk to them in their language: money. Successful organizations of all sizes (Fortune 100 to small and medium size) are drawing on storytelling to bring their brands to life …

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“Free” Content Marketing?

I sign up for emails from lots of places. Some of them I stick with for years. Some last a matter of days. I was dumb struck by one I received today from a writer I’ve followed for many years. The gist of his email was that content marketing is overhyped. That is doesn’t achieve anything because all content marketing …

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Is Your Content Marketing Scaleable?

One of the biggest struggles between sales and marketing stems from understanding what sales needs to turn a prospect into a customer and what marketing has the bandwidth to produce. It’s a battle that repeats itself regardless of company size or industry focus. To help remove some of the animosity from the relationship, it helps to have everyone on the …

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Compensation’s Role in Sales and Marketing Alignment

Up to 90% of collateral created by marketing is never used by sales. Fifty percent of B2B sales staff misses their quota. Forty percent of sales people lose their job every year. Some of these stats come from not having the right type of sales person in place. And clearly, we need to do a better job of integrating sales …