Creating Purpose-Driven Marketing Departments

December 9, 2014 by Carla Johnson In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate and deliver customer value.” For the last decade, people have talked about changing buyer behavior. …

Are You An Agile Content Creator? 6 Traits of Change Agents

November 25, 2014 In a previous post, I talked about why marketers need to embrace change to survive in today’s environment. Beyond just surviving, what do content professionals need to thrive and prosper? An agile learning mentality. As we adapt to new behaviors along the evolving buyers’ journey, content marketers have to prepare to draw on new insights and expertise …

Back to the Basics: Marketing with a Strategy

October 14,2014 The Content Marketing Institute and MarketingProfs released their annual research on the state of content marketing. B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America highlights how far we’ve come in the last 12 months as it relates to the adoption and sophistication of practice in content marketing. I won’t go into details about the research …

Performance Anxiety and the Modern Marketer

September 30, 2014 For all the change that’s taken place in how buyers buy, it’s no wonder that marketers feel uncertain. It’s not just about learning new skillsets and making sure teams are staffed and equipped with enough resources. It’s about realizing, understanding and then doing something about the new roles that we need to have as marketers and marketing …