I’ve spent a lot of time recently working with smart marketers that are unfortunately making marketing a lot more complicated than it needs to be. I’ve seen incredibly difficult “best…
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Influencers or advocates: Part 2: a fork in the road for brands?
The term word of mouth has been a long held marketing tenant of basic “mom and pop” businesses. The notion that there is hidden value in someone outside the business…
Read MoreDigital Learning and the Sharing Economy
In a business environment where the flavor of the moment is digital transformation, how does corporate learning fit in? What are the main digital trends that will have a transformational…
Read MoreDigitalization is all about creating platforms
The digital and physical worlds – and their supporting industries – differ widely. When it comes to production and transport, for instance, costs and speeds vary greatly. Digital is immediately…
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Content marketing’s $40 billion miss
Forrester Research has a new report that should serve as a wake-up call to B2B marketers, but probably won’t. Research Director Peter O’Neill is blunt about describing the current content…
Read MoreDoes digital marketing make you feel inadequate?
I teach a lot of people about digital marketing. Some of them are veterans at digital, but many are new. They might not be new to marketing, but they are…
Read MoreMartyn Etherington Speaks: The story of a B2B digital marketing turnaround
I had the chance recently to catch up with Martyn Etherington, a marketing leader I’ve long admired. Martyn had just left his post at Mitel, where he was CMO and…
Read MoreDigital Learning: Beyond the copycat model
As organizations progress through their digital transformation journey, one of the areas that have the biggest potential to be revolutionized by a novel approach is Enterprise Learning. However, many of…
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Branding as a full funnel journey
It’s a commonly held belief that actual transaction conversion takes place at the very end of the buyer’s journey. This approach uses old school pitches, usually incorporated into a multimedia…
Read MoreAdaptive sourcing and digital transformation will put you in the winner’s circle
Why do some companies seem to rely on their brand as the sole value, while others are able make headlines for all the right reasons? Why do some companies look…
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