Latest Columns

  1. Getting Better Results With B2B Thought Leadership Content 11/16/2021

    B2B companies that have embraced content marketing using thought leadership inevitably wonder if it really makes a difference for their businesses. If you read our first article on this topic, you learned that thought leadership does influence buying decisions. This article examines how we can more effectively engage buyers with thought leadership and achieve better results.

  2. What's Your Favorite Flavor Of Social Media?

    When it comes to your company’s social media presence, it’s like walking into a Baskin Robbins, the choices are numerous, they offer samples, and they’re all delicious. We happily agree to a demo and before we know it, someone is asking us if we’d like those two scoops of LinkedIn Premium in a cup or cone? 

  3. Is Your B2B Social Media Program Like A Self-Licking Ice Cream Cone?

    For years when a B2B company expressed an interest in starting a social media program, I often cautioned them that it was like a self-licking ice cream cone. Were they prepared to continuously put fresh scoops of content on their page? However, my advice was wrong!

  4. Are Your Customers Everywhere In Your Marketing Content?

    Chevy introduced their 2023 electric vehicle (EV) fleet in September, a traditional time when automakers unveil their new models. The timing of the campaign, done by ad agency Commonwealth//McCann, isn’t unusual, but it is a great ad that offers a lesson in customer-centric messaging. 

  5. The Scientific Impact Of Using Stories In Your B2B Marketing Content

    According to Katarina Gajdacsova, Chief Marketing Officer at Kiz Digital, including a good story in our marketing content mix helps to connect your products or services with a prospect on an emotional level. After all, we’re human and try as we might to remain logical when making purchases, there is a significant emotional component to big B2B buying decisions. 

  6. Are Your Marketing And Sales Adrift Because Of Your Technology?

    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. 

  7. Making B2B Human Again!

    At some point we sucked the life out of our B2B marketing communications. Maybe it’s the way we over automate our outgoing messages or that we’ve turned our marketing departments into impersonal content production centers.

  8. Measuring The Results Of B2B Marketing: Looking Beyond Sales Lead Attribution

    While there is an overwhelming amount of data that tells us the buyer’s journey begins long before direct contact with a salesperson, most B2B solution providers attribute leads to something that occurred right before the direct contact. For example, they saw our booth at a tradeshow, or they contacted us right after visiting our website. However, a single piece of marketing collateral rarely, if ever, converts someone from knowing nothing about you to a sales qualified lead. 

  9. Is It Time To Defrag Your MarTech Stack?

    At any point on a typical day, at least a dozen applications are open my computer. Adopting each one came only after careful consideration, but each was primarily evaluated on its own merits and its ability to integrate with other applications received less attention. Over time it became fragmented and my MarTech stack looked more like a Jenga tower on the verge of collapse. If your experience is similar, it might be time to defragment your suite of marketing technology tools. 

  10. Enlitic's Formula For Success – Enthusiastically Focusing On The Biggest Opportunity

    You might describe Enlitic as a modern healthcare technology company and you wouldn’t be wrong. But, while they use a blend of technologies paired with artificial intelligence (AI), they prefer to call themselves an intelligence company. The way they position themselves in the market and communicate their value is an excellent case study in effective B2B marketing communications.