Great Marketing Content Always Requires Trade-Offs
In a landmark article for the Harvard Business Review, Michael E. Porter wrote that the essence of business strategy is choosing to perform business activities differently - or to perform different...
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For Better Marketing Decisions, Think Incrementally
Measuring marketing return on investment (MROI) has become increasingly popular, as marketers face growing pressures to demonstrate the value of their activities and programs. Marketers are calculating...
View ArticleWhat Milkshakes Can Teach Us About Marketing
The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential buyers are trying to accomplish when they purchase products or...
View ArticleInbound Marketing After 9 Years - From Exaggerated Expectations to Core...
Inbound marketing will be ten years old in 2015. The term inbound marketing was coined in 2005 by Brian Halligan, the co-founder and CEO of HubSpot. In reality, however, some aspects of what we now...
View ArticleDoes B2B Branding Still Matter?
Last year, I published a post here titled Why B2B Branding Still Matters. As the title of that post suggests, I argued that branding is still important for most B2B companies. In a book published...
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How Top Performing Channel Sellers Improve Channel Partner Marketing
Every day, thousands of companies sell their products and services through channel partners such as franchisees, independent agents, and value-added resellers. Not only are indirect channel sales a...
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How to Close the Performance Gap in Lead Generation and Content Marketing
Over the past few years, both lead generation and content marketing have become primary focus areas for B2B marketers. Because of changes in how B2B buyers are learning about business issues and...
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Why Expert Content Should Be Part of Your Content Marketing Mix
About a year ago, I started to rethink my views regarding the role and value of third-party content in the marketing efforts of B2B companies. I had always believed that most of the marketing content...
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How Media Consumption Statistics Can Mislead Marketers
Earlier this year, eMarketer published a new estimate of the amount of time US adults (ages 18+) spend with various types of media. Like many media analysts, eMarketer estimates that the amount of time...
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Diagnosing the Performance of Your Demand Generation Funnel
If you're a B2B marketer, describing the major attributes of your lead-to-revenue funnel and measuring the dynamics of your funnel are critical to understanding how well your demand generation system...
View ArticleStop Looking for "Silver-Bullet" Solutions in Marketing
In the sixteenth century, Spanish conquistadors in South America heard stories about a king who made an offering of gold and precious gems to his god as part of a religious ceremony. The Spaniards...
View ArticleHow Agile Marketing Improves Business Performance
Most marketers now recognize that flexibility, adaptability, and responsiveness have become critical attributes of successful marketing. The interests, values, and communications preferences of today's...
View ArticleMarketing Strategy is Vital - Marketing Plans are (Nearly) Worthless
Most business leaders now agree that today's competitive environment is more volatile, uncertain, and complex than ever before, and that companies must constantly adapt in order to grow and prosper....
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More Insight on the Content Preferences of B2B Buyers
DemandGen Report recently released the results of its 2014 B2B Content Preferences Survey. The 2014 survey received responses from 105 buyers of B2B products and services. It asked survey participants...
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Why Your Content Marketing Should Alienate (Some) Prospects
Recently, I attended a webinar presented by Doug Kessler titled Insane Honesty in Content Marketing. If you're not familiar with Doug Kessler, he's one of the co-founders of Velocity Partners, a...
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The Business Case for Interactive Content Marketing
It's now clear that content marketing has become a core marketing strategy for most B2B companies, and the use of content marketing is continuing to grow. Findings from the latest annual content...
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Is There a Crisis of Confidence in Content Marketing?
There's no longer any doubt that content marketing is playing a central role in the marketing efforts of most B2B companies. The annual content marketing surveys by the Content Marketing Institute and...
View ArticleWhy Your Marketing Content Needs Great "Curb Appeal"
If you've ever sold a house, your real estate agent probably talked with you about the importance of curb appeal, and he or she may have suggested that you do some things (prune the landscaping, paint...
View ArticleShould Marketing or Sales Take the Lead in Lead Generation?
Today, there are two distinct, and seemingly contradictory, paradigms of B2B demand generation. Both paradigms are essentially responses to profound changes in the B2B marketing and sales environment,...
View ArticleWhy It's Critical to Solve the Measurement Problem in Content Marketing
In their November 8th podcast, Joe Pulizzi and Robert Rose offered several comments on my recent post - Is There a Crisis of Confidence in Content Marketing? Joe Pulizzi is the founder of the Content...
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