Everyone is aware that B2B buying is complex. It involves multiple parties over long decision-making cycles. In a large enterprise, this can take months, if not years, and involve dozens…
Read MoreDecision making
Kate Sweetman interview: digital disruption and reinvention
One of my all-time favorite business jokes involves two guys walking through the woods. Suddenly, the two see a bear charging towards them. The first kicks off his boots and…
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Emotional branding vs. quantitative measurement. Or how fear, happiness, sadness, anger, anticipation and surprise beat “Buy Now” every time
Working on a CM project recently, I had the privilege of collaborating with one of the industry’s thought leaders. While laying down the basic building blocks of our strategy, something…
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Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs
All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of…
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Why account-based marketing is a game changer for Japan
I caught up recently with Ichiro Niwayama, founder of Symphony Marketing, the leading B2B-demand generation agency in Japan. His new book, Ultimate B2B Marketing: ABM, was published only last week,…
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Close up, nobody is normal: Generation clash or ageism?
Disclaimer: This is an updated writing of a post I wrote 8 years ago for a blog that no longer exists online, but the generational theme has never been so current….
Read MoreAided by Big Data… location is everything!
Last year one of my Marketing students approached me for advice about a new business opportunity that she was considering. She had noticed frozen yogurt franchises popping up in her town…
Read MoreIs Big Data changing your marketing?
You’ve probably been hearing all the pundits talk about Big Data. I talk about it too. But is Big Data really changing your marketing? Probably not. Most of us are…
Read MoreAre you constantly removing “conversion friction”?
You can’t underestimate the difficulty of actually persuading someone to do something. We all walk through our days being bombarded by pitches to buy things and we develop a king…
Read MoreWe can all agree that consensus is dumb
Geez, how can anyone be against consensus? Well, I am. And I think that if you listen to what I have to say, I can get all of you to…
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