A purpose-driven company. For years, a company’s purpose meant increasing shareholder value, displacing competitors, increasing margins, and improving the bottom line. Ironically, a singular focus on those data points will…
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Your Prospects Don’t Care About You
Creating digital marketing success means addressing what your prospects do care about: what you can do for them. Your prospects don’t care about you. They don’t even care about what…
Read MoreAre you connecting your marketing to business results?
I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that: Measurement was really important Measurement was really, really hard…
Read MoreWhat B2C marketers can learn from B2B
There’s a lot of talk in the B2B world about what we can learn from consumer marketers. We need to treat business buyers as individuals, with their own personas, analyze…
Read MoreWhy B2B marketers should care about B2C marketing
I know that many people specialize in either B2B or B2C marketing, but I have done both in my career, with more emphasis on B2B. I am glad that I…
Read MoreOnline marketing 101: matching tone, style, and content
Every digital marketer should strive to create campaigns with consistent and unique styles to set their company apart from the competition. What’s more, generating content with a unified style in…
Read MoreFrom leads to longevity: 2 ways to move leads down the sales funnel
You know your business needs leads, and plenty of them, to drive sales. Generating leads, however, is only part of the equation. Because if you’re not able to turn those…
Read MoreHow do you persuade big company executives that digital marketing is important?
Many of you no longer face this problem within your company, which is great. Some of you are increasing spending on digital and reaping the rewards, but not all. Some…
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