For some, search engine optimization (SEO) is a second language, an essential tool in their marketing arsenal. But for others, it’s a dirty word: a point of confusion and something…
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Building a stronger brand and culture with “keystone habits”
Marketing is ultimately about changing the behavior of a customer (e.g. a purchase decision). Related to this, creating new behavior patterns of employees is also essential for transforming a company…
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Influencers: the key to content marketing
I recently had the pleasure of participating in a B2B digital marketing forum hosted by The Conference Board and led by Mike Moran and Tim Peter. Mike invited me because…
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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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Beyond the buzzwords
In our days, companies are wrestling with how to engage with their customers differently. Customer segmentation and what are known as customer journey maps are common ways to engage with…
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