Many small businesses are tied to the way they have always done business, but new technology emerges every day to offer a more streamlined way to do things. Tech innovations…
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What are you doing about ad fraud?
According to The Guardian, 60% of online advertising spending is going to fraudsters. Even if you don’t believe that (I do), suppose it was just 20%? Wouldn’t you want to…
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How do you segment your market?
Clients ask us all the time to help them with the right characteristics for personas–which are essentially market segments. We use what we call the A2G framework to help you…
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Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also…
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Are you tracking anti-conversions?
Any digital marketer worth their salt is tracking conversions. (I am not sure how much salt is worth, but stick with me here.) And that’s good–we want to count when…
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Everyone says their marketing is “data driven”
I used to like the term “data-driven marketing.” I really did. But I kept running into people telling me that they were doing data-driven marketing when it just didn’t seem…
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How do you measure customer experience?
Customer Experience is perhaps the hottest trend in digital marketing. Many of my clients have titles such as VP of CX or Director of CX–and they take their jobs very…
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How CEOs can restore their company brand trust
You just can’t win, say many CEOs. Take a stand on almost any socio-economic issue today and you will delight many, but offend others. While our society has become so…
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Top Trends in B2B Marketing
[Note: The webinar starts about the :37 mark due to some technical difficulties.] Our latest webinar interview is about B2B marketing with expert Ruth Stevens. Business buying behavior continues to…
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Does a soft sell conflict with content marketing analytics?
I was recently leading a client workshop where I get a question that I had never heard before, “Why are you emphasizing such an aggressive use of analytics if content…
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