The ideal testimonial is a story about how someone like you solved a problem like yours. But good video testimonials are rare, despite their obvious value in an era of…
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CMO Insights
New Tools, Developments and Innovations Transforming B2B Marketing
Business buying is changing, and marketers must change with it—fast. I take inspiration from Brent Adamson’s new article in Harvard Business Review, with the provocative title, “Traditional B2B Sales and…
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Can A Web Browser Improve Transparency and Trust in Digital Marketing?
For about a year, I’ve been splitting my browser time between Chrome and Brave, a browser that launched in 2016 with a focus on privacy. This is partly professional necessity…
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Prioritizing Customer Experience Within Your Web Design
Marketers and web developers face a significant challenge in meeting customers’ high user experience and website usability expectations. However, they can conquer this challenge by prioritizing customer experience. An enjoyable…
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How to Share More Video Content
B2B marketers would be looking for more money to create video content even if the pandemic had not given such a big boost to the kinds of online engagement where…
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The Importance of Transparency and Trust in Digital Marketing
Years ago, I took the time to set up four new email addresses for myself. Not one or two. Four. I had finally tired of waking up each morning to…
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Conversational Video for Hybrid Selling
A technology consultant contacted me recently looking for a video solution to his problem — spreading the word about some of his firm’s software solutions in order to start pilot…
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Is Zero-Party Data The Next Big Thing?
First-party data is great, but zero-party data “ZPD” is where it’s at — or so some portion of the digital marketing community would have you believe. Others are quick to…
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Privacy and the Modern Marketer
If you missed my predictions for marketing and privacy in 2022 last month, you can find them here. You can also find a host of other expert opinions on what…
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Product demos, video libraries, and customer experience
It’s clear that B2B buyers want a B2C-like experience. A 2021 Bain & Company survey found that 92% of B2B buyers prefer virtual sales interactions. B2B buyers want sellers to…
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