According to Gartner analyst Hank Barnes, most technology marketers know they need to emphasize differentiators—so they make a list of them. But it’s hard to remember lists. Give prospects one…
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Getting to ABM: notes from the field
Account-based marketing is a hot concept in B2B these days, but how does it really work on the ground? David Rowe, SVP marketing and business development at Enli Health Intelligence, spoke…
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How to get 67% more revenue opportunities using LinkedIn and not just leads that go nowhere
In the Ultimate Sales Machine: Turbocharge Your Business, Chet Holmes mentions that only 3% of your target market is ready to buy, 7% of your target market is open to buying…
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Digital marketing channels–whole lotta mediocre going on
We’ve seen data recently–reach out and I’ll share it–that showed a lot of “meh” from marketers who were asked what digital channels worked well for them. On one level, we…
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On the limited value of branded content
Those who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know we approach the problem of content marketing head on. Here is my definition…
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Digital is plural
As companies embark on their digital transformation journeys, some tend to pursue that continuously moving target of binary perfection with the traditional mega-program enterprise approach: setting up a working group of…
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Silos are for farms, not content marketing teams
One of these days, I’m going to find a ramshackle old barn, restore it, and convert it into a house. I just love the idea of living in a converted…
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Do you need different kinds of video for sales enablement?
Vidyard recently published an infographic that cleverly maps 12 types of video productions (explainers, product info, chalk talks, personalized, etc.) to the customer life cycle and suggests appropriate levels of production…
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3 insights from intelligent content conference
I had the great fortune to speak twice at the Intelligent Content Conference in Las Vegas on March 30. I said to a colleague there that the conference agenda fit…
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Social media employee advocacy is the heartbeat of your company
Employee advocacy is the heartbeat of your company. Wait. Why are we talking about heartbeats and business? Does a company even have a heartbeat? For too many companies, their goal is…
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