The conference and event business is slowly getting back its footing, with a lively combination of virtual, in-person and hybrid events ahead. It’s been a long haul. But vaccinations and…
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Next for digital transformation: operational transformation
Business leaders are now losing sleep over digital transformation. It’s probably the biggest concern for businesses of all kinds. But one of the first challenges they run into is the lack of clarity around what is…
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Deepening B2B customer relationships with “the funnel beyond the funnel”
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits…
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2 applications of marketing AI
The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). We talk about how…
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Convert articles and blog posts to video
Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone. Video platform managers and solutions marketing analysts tell me that “where should…
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Why you need a strategic approach to your LinkedIn network
Have you ever really stopped to think about who you are–or should be–connected to on LinkedIn and why? The power of your LinkedIn network is not just about how many…
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The fake news lesson for marketers: You will be a victim
Fake news made headlines during the election, but the phenomenon is nothing new to marketers. Just ask Procter & Gamble (P&G). In early 2010, P&G’s rollout of the most dramatic…
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