Recently we were sitting in a prospective client’s office, trying to explain how search and social media integrate with a content marketing program. While they were generally open to the concept, they didn’t quite get what we were saying. Like a lot of business-to-business marketers, they were used to the traditional methods of building awareness [...]
Over the last few years, a number of brands have launched new looks and new logos. Some of these were successful – but others, even some developed over months and for millions of dollars, were met with resounding howls and boos. After watching a few brands retreat in the face of this kind of harsh [...]
What do you spend most of your business time online looking at? Leaving aside cat videos and anything else that “cat videos” could be a euphemism for, the answer probably is INFORMATION. One of the biggest advantages of the Internet is the way in which it has brought immediate information directly to our fingertips. Whether [...]
What is the real definition of a thought leader? It’s true that the term thought leader is used far too often when there’s no reality behind it. That’s all the more reason to take a good look at what it really means and why there is value in becoming a true thought leader for your [...]
Some of the most exciting campaigns happening right now are in the business-to-business world. Expect this to accelerate in 2016 as B2Bs become even more immersed in the digital realm – while tapping into the strength of some surprising platforms as well. Here are my top 5 predictions for B2B marketing next year: The first [...]
It’s not news that marketers have access to a wealth of data today. More than ever, in fact. And with every new platform throwing off daily analytics reports that can be parsed a hundred ways, the data overload is growing fast. Of course there’s a ton of valuable information for marketers in those reports. Which [...]
Some of us leave our homes or offices several times a year to head across the country (or the globe) to attend events. Whether it’s a trade show, conference, seminar or meet-up, it usually represents long travel, many nights in a hotel and long days on your feet. It can be exhausting, stressful and difficult [...]
Some marketers are making a lot of noise saying you’re missing tremendous opportunities if you’re not on social media. And that’s true – the potential is huge, and for many industries it’s still largely untapped. However. Not every company or brand should be on social media. Success in the social world begins with a company’s [...]
Now that we’re well into the era of B2B on social media, a lot of business-minded companies are seeing their competition building communities and creating marketing value with a robust social media presence. And as these brands begin to recognize the value, they are starting to put their own community management programs into place. For [...]
Share your best stuff, the experts tell you. Give value to your audience and they will become your customers. And it’s absolutely true – not just in the short term, but over time as well. I just proved it to myself without even trying. How? Well – I don’t know if you are on the [...]