Featured Articles

  1. Connecting Target Audience, Messaging, And Outcomes: Lessons Learned From A Military Deployment! 5/28/2024

    In the mid-1990s I found myself in Kuwait, a common deployment destination at that time. It was neither my first nor last time there, but it was the only time serving as an Army public affairs officer. It wasn’t something I had much experience with and the learning curve was steep.

  2. Xfinity's “The Aviators”, Who Is The Hero In Your Stories? 5/17/2024

    May is Military Appreciation Month in the United States with Memorial Day on the 27th. It is a month when patriotism is often prominently featured in advertising and every once in while someone creates something that is nothing short of awe inspiring 

  3. Is Your B2B Sales Follow-Up Just All About The Benjamins? 5/10/2024

    Digital content marketing delivers an abundance of actionable data on buyers that is built on a common foundation of information that boils down to a person who has engaged with a piece of marketing content. It you're on your game, it includes the person’s name, where they work, their title, geographic location, the content they accessed, and their contact information. And therein lies the problem. Sales teams, and marketers too, fixate on the contact information like a heat-seeking missile.

  4. Could Generative AI Be An Over-The-Horizon Storm For B2B Marketers? 5/3/2024

    Generative AI, in the form of ChatGPT and other technologies that retrieve information and help create content using prompts, has B2B marketers excited and at the same time fearful that it might make them obsolete. 

  5. Becoming A More Empathetic Listener 4/29/2024

    B2B sales experts regularly speak of empathy as an important trait for B2B sales professionals, perhaps the most important trait. It is the gateway for sellers to build meaningful trust with prospects and customers. There are tons of information, tips, and best practices on how to project empathy, but they miss the point. Our goal as B2B salespeople is to be empathetic, not just display.

  6. Pushing A B2B Buyer Through A Funnel With Product And Service Explanations Doesn't Result In Sales! 4/22/2024

    Yes, you read that right. B2B solution providers, and me for many years, spoke about pushing prospects through a sales funnel with persuading messages about our products and services. But that doesn’t work. Sure, sales will come in, but this creates a false understanding of how buyers make purchasing decisions, and we end up with a false sense of confidence in our own persuasive skills.

  7. How Do You Describe Your Brand's Soul? 4/15/2024

    The time I received an email from Howard Schultz while working in a coffee shop.

  8. IT'S TOO LOUD IN HERE! 4/8/2024

    The internet is a noisy place. Imagine if each piece of content was a rock band playing simultaneously but not in synch, and not even the same song. Our online scrolling would deliver just a lot of loud noise. Well, that’s what it is! Not audible noise, but mental noise and some of us are contributing to it.

  9. Celebrate All The Wins! 4/5/2024

    There is only one winner in a basketball game, but each game is packed with scoring and what seems like a continuous celebration of incremental wins. Teams celebrate baskets, 3-pointers, slam dunks, foul shots, blocked shots, steals, turn-overs, disrupted plays and more. The over 100 points scored per game offers a lot of opportunities to celebrate. It keeps the energy level high and provides the fuel needed to play hard the entire game. Do you do the same?