Author Archive

Content marketing success lessons I learned from conversations with Joe Pulizzi, Robert Rose, Matt Heinz, and Michael Brenner.  Recently I found my notes from conversations I had last year with several content marketing leaders, including Joe Pulizzi, Robert Rose, Matt Heinz, and Michael Brenner. When I started my own consulting business and before we launched the B2B Marketing Academy, one of the first (and […]

We all know it’s important for marketing and sales teams to go to market with an aligned strategy. Many organizations have shared revenue goals between sales and marketing. According to Forrester, 82% of CMOs report that their goals are aligned to revenue targets. Gartner reports that CMOs now spend more on technology than CIOs and most CMOs own or share profit responsibility. Marketing as […]

If you’re like me, your eyes may start to glaze over or you get a sick feeling in your stomach when someone mentions “Salesforce cleanup” or “deduping” or “we need to clean up the dirty data in Salesforce,” or makes reference to any other necessary maintenance activities. It doesn’t have to be an overwhelming project, and can be quite invigorating to accomplish small wins […]

When considering a content marketing platform, or any marketing technology for that matter, there are several key questions to ask prospective vendors. Here is a simple checklist to help you through the process. Vendor Evaluation Checklist History. How long has this business (product) been in the market? The martech space is nearly doubling every year, which means many new tools have flooded the market. […]

Sirius Decisions’ Megan Heuer wrote about five myths in account based marketing, including the myth that the sales team already knows everything about their accounts. We assume our sales team has a full understanding of their accounts, yet we often overlook the amount of knowledge owned by our post-sale customer success teams. I’m encouraging you to take a full funnel approach to ABM. Consider aligning your […]

When working with B2B marketers to execute content against a persona strategy, several pitfalls can emerge during the execution phase. Here is how to avoid these  common pitfalls when you execute a content strategy against your persona information: Beware of Persona-itis. We know that -itis is a medical term for inflammation or swelling. In this case, I mean the affliction of creating too many personas. Don’t get carried away […]

It’s 2017, most professionals know about social selling and sales enablement best practices. Why then do we continue to make the mistakes of yesteryear? I need to get this off my chest: Your emails Drive. Me. Crazy. Want to know why I don’t respond? I’m calling for marketers to unite. Actually, I think I’m begging you, pleading with you, please let’s help ourselves and preserve […]