Latest Columns
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To Gate Or Not To Gate, That Is The Question
9/21/2022
Think back to the last time your interest was piqued by an article or study with an interesting title. It may have had a compelling introduction that caused you to want to read more. So, you clicked on the “read more” button only to be met by a gate that required you to provide a half dozen pieces of personal contact information. Whether to gate or not gate content is a common question posed by B2B content marketers. It is a great question and worth some thought.
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Measuring Results
9/12/2022
This is the time of the year when B2B marketing teams begin planning for the next year, assuming you operate on a calendar-year planning budget. Before you begin planning, you’ll likely give some thought to how things went, and are still going, this year.
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Are Your Marketing Team’s Skills Keeping Pace With The Real World?
9/7/2022
I’ve referenced Marketing Week’s 2022 Career and Salary Survey several times in the past couple of months because it contains some troubling data related to the high turn-over rate among marketers. I know what you’re thinking! That’s just the way it is, but I don’t accept that. Employee turnover is disruptive and bad for business, we should do our best to retain quality personnel.
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Marketing Through Economic Uncertainty
8/15/2022
The Commerce Department recently announced that the United States economy has contracted for two consecutive quarters this year, 1.6% and .9% respectively. This data, coupled with an inflation rate of 9.1%, an increase in nominal consumer spending by 8%, and a lower-than-average unemployment rate of 3.6% has economists suffering from whiplash.
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Purpose Before Profit
7/21/2022
Unless you’ve been stranded on a remote island attempting to recreate Tom Hanks’ “Cast Away” experience, you’ve likely noticed how captivated business and society has become with being purpose driven. Being part of something that is bigger than ourselves has not only become popular it is a highly successful business model that helps create memorable brands and loyal customers.
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Follow, Understand, And Help Your Buyer: The Modern Paradigm For B2B Marketing And Sales
7/7/2022
Paradigm is one of those big words that is packed with meaning. It is often used to introduce ideas intended to be epic and have a foundational impact on us. B2B marketing and sales is overserved with tactics and failproof processes to deliver better results. What we need is a modern paradigm, a different way to think about B2B marketing, sales, and our buyers. The paradigm is called follow, understand, and help.
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Is Your Marketing And Sales Adrift Because Of Your Technology?
6/30/2022
The Hudson River flows from the Adirondacks southward to New York Harbor. In some places it is peaceful and picturesque, in others, busy with large commercial ships, high winds, and changing tides. If you’re navigating the river in a small boat, it’s important to pay attention to your surroundings and keep an eye on your destination. A boat that is adrift poses a great danger to itself and its occupants.
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It’s Time For A Mid-Year Check-Up, How Are Your Customers Doing?
6/20/2022
Six months ago, many of us were filled with hope as we committed to dropping that extra weight, strengthening our cores, and cleaning-up our nutritional habits. How is it going?
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The Great Resignation May Not Be Over Yet
6/15/2022
Hold it, last year’s great resignation may not be over, and it may not be temporary either! There is new research by Marketing Week stating that over half of the marketers surveyed are considering leaving their jobs.
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Differentiation, The Forgotten B2B Fundamental!
6/7/2022
B2B sellers tend to consider differentiation early when new products or services are being developed or at the end of the buyer’s journey when salespeople are overcoming objections or in a head-to-head battle for business with a competitor. It is not used enough when it can be most impactful, during the early and middle stages of the buyer’s journey.