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…
Read MoreBranding 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…
Read MoreDigital Transformation: Undigitizing the intangible “digital fridge”
Fans of Star Trek are very familiar with the concepts of the food synthesizer (in the original series) and the replicator (The Next Generation): The so-called ‘replicators’ can reconstitute matter and…
Read MoreInclude video content in your buyers’ journey
With the majority of research being done online, the use of business online video production is increasing every day because video helps decision makers get the information they need very quickly. If…
Read MoreNew directions for B2B data-driven marketing
For us B2B marketers, the world is changing about as fast as we can stand. My head spins at the speed with which new tools, applications, and approaches arrive on…
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