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Marketing leaders everywhere are sitting in boardrooms right now trying to explain the unexplainable. Website traffic that plummeted 50% overnight. PPC campaigns that generated quality leads last quarter are now burning through budgets in days instead of weeks. Search results for their own company name buried beneath five competitor ads and AI-generated summaries. If you’re […]
Let’s face it: ‘know your audience’ is Marketing 101. But it’s a mantra repeated so often, it may have lost its meaning. Today’s AI-powered world demands we sharpen our focus and zoom in on the psyche of the real humans we are talking to. We need to forge insights as profound and nuanced as our […]
AI is hitting fast and furious and it’s hard to keep up with all the buzz, let alone the business challenges it’s presenting.
Some organizations report they can spend months finalizing their annual plans. Yet, marketers are still on the hook to drive results.
Major ISPs, ESPs, and email browsers are actively phasing out third-party data. As marketers, this means we’ve got a choice: shift our digital marketing approach towards collecting zero-party and first-party data — or lose our audience.
Technology powers digital marketing, and marketing leaders get it (sort of). They dedicate huge portions of their annual budgets and cross-functional resources to researching and vetting new mar-tech platforms. However, many tend to miss one key point.
Shift your communication strategy to a conversation strategy that engages your audience. Discover practical tips for successful digital marketing and meaningful customer interactions.
Take stock of what your teams have been doing, imagining “what could be” solutions, and perhaps using the lessons we’ve learned in the past to inspire them to work smarter, not harder.
Newsflash: Relying on third-party data to gain insights about a target audience is an exercise in futility. Instead of tracking behavior, the better B2B marketing strategy for driving demand and revenue is by going straight to the source. Find out how.
Now more than ever, employees are pondering the purpose of work. People are now leaving their jobs at the highest rate in two decades, spurring a “Great Resignation” — learn what B2B marketers can do to help HR solve their recruitment challenges.
Digital marketing tactics are crucial to sustainable success, but picking the right focus for any B2B company can be tricky.
A business blueprint for rebooting, reopening and regenerating in a challenging year. In April, I published the Coronavirus P.U.N.C.H List, which gave companies five steps to take as extended shelter-in-place mandates proliferated across the country. Now, as we approach the halfway mark of 2020, businesses nationwide are considering some manner of reopening. This may be […]
5 Things Businesses Must Do During the Covid-19 Pandemic 1. Predict and Proact You created your business to fulfill a customer problem or need. Well, their problems and needs just multiplied. Don’t make them wait on jammed customer service lines. Be proactive and offer help before they ask. A friend in San Diego was happily […]
This is part II of the What the Eff Is a Strategic Business Narrative and Why Does Every Company Need One? series. In part I, we discuss what a strategic narrative can do for your people. Editor’s Note. We began drafting this piece well before the health crisis became a daily driving force, and we […]
A strategic narrative is the story of a company. That’s it. Now, before you throw your hands up in disgust at this obvious-seeming answer, you should understand that I’m not talking about the usual, “Founded in 2010 by tech whiz-kids Mary Jones and Frank Smith… etc.” A strategic narrative is NOT the same thing as […]
Inspired by the B2B Marketing Innovation Summit “My dream was to generate leads when I grow up,” says Kumail Nanjiani, more famously known as the character Dinesh from the wildly popular HBO comedy “Silicon Valley.” Surprise, surprise, it was a joke. Dinesh isn’t really a hacker and knows nothing about coding, let alone digital marketing.
Two marketers step off the hamster wheel to examine what’s happening beneath the surface noise. No quick fixes or algorithmic hacks. Just rigorous analysis of how marketing is evolving in real-time – and what to do about it.
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