Most of you are aware of the marketing funnel, which describes the different phases in the buyer’s journey. A typical way to slice up the funnel is in terms of …
Read More
Biznology Editorial Team
Biznology is JEM's digital magazine that highlights the insights and expertise of the 2GO Advisory Group. Biznology is focused on a range of topics that are top of mind for 21st century leaders dedicated to improving, changing and ultimately transforming their organizations for the future.
Integrating awareness and demand generation marketing
Last month, I explained how I help executives descend a common learning curve, to get them to buy into outside-in marketing. Most executives from traditional marketing backgrounds build branding campaigns…
Read MoreSEO for marketing executives
As I have been writing in this space for the last three posts, SEO is not just the domain of consultants. It is a vital skill for every role in marketing…
Read More3 more critical roles that need SEO skills
Last month, I wrote about how SEO is not just the domain of consultants. Rather, every person in digital media production needs to know how their work affects search…
Read More5 critical roles that need SEO skills
Last month, I said that SEO is the top skill for digital marketers. This might seem outrageous to one who has not read that post. Even to those who have…
Read MoreSEO is the top skill for digital marketers
In case you didn’t know, I am IBM’s representative to the Google Tech Council, a consortium of B2B tech search engine marketing (SEM) leaders. We meet quarterly at Google’s offices…
Read MoreWhy you should consider centralizing your search keyword lists
Last month, I wrote about 2 challenges to keyword collaboration. Among other things, I argued for the importance of developing a corporate keyword database for digital marketers. Without keyword collaboration,…
Read More2 challenges to keyword collaboration
I used to think our book, Audience, Relevance and Search was the only book that emphasized basing your whole marketing and communications enterprise upon keyword data. That was until I…
Read MoreThree types of relevant internal links to boost SEO
Last month, I provided three ways to build links in the age of Google Penguin–Google’s algorithm change which severely limits effective link building. One of the link-building methods I promoted…
Read MoreThree ways to build links in the age of Google Penguin
Last month, I talked about The Seven C’s of Content Quality, as a way of helping you develop higher quality content. Why is this important? Because the Google Panda algorithm rewards…
Read More
