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What’s Shaping Our Experience in 2018 Why is marketing today any different from the past? The way I see it, there are 5 key market forces shaping marketing success in 2018. Peg Miller and I outlined the impact of each of these trends in Marketing Through the Maze: The 5 Forces We Face in 2018. 1. Digital Transformation 2. Customer Experience 3. Content Marketing Evolution 4. Marketing […]
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Raviv Turner, CEO CaliberMind When Raviv Turner started his career doing signal intelligence by intercepting data for the Israeli Intelligence, he had no idea it would lead to being the CEO of an enterprise AI software company. Now he puts those superior digital listening skills to use by helping B2B organizations organize unstructured data in a centralized database which can be used for ultimate […]
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At the B2B Marketing Academy, we’re on a kick to provide powerfully practical marketing advice. Friends, readers, and colleagues have told us that they appreciate the way we identify high quality resources, tools, and ideas for B2B marketers. Today, our spotlight turns to account based marketing (ABM). If you’ve practiced B2B marketing for long, you’ve no doubt talked about or tried this. It’s a […]
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February 28, 2018by Christine Viera
Do you need good prospect and customer research to improve lead generation, content marketing, and sales impact? I was talking to a good friend the other day. She’s a top-notch product marketing leader. We were comparing notes on how to keep product marketers close to customers. This is critical to a product marketer’s credibility. In my view, the 1st commandment of product marketing is […]
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Nothing stands still these days. Customer needs change at an epic pace. In turn, marketing plans are always evolving. Marketers are constantly trying new things. Which means that we’re continually assessing results and impact. So, how do your strategies and results compare to your peers? Are you leading the pack, or working to catch up? Whether you’re killing it, or need a bigger budget […]
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February 18, 2018by Christine Viera
Focus on This One Thing for Competitive Advantage There’s mounting evidence that marketing leadership is key to driving the entire customer experience (CX). 68% of marketing leaders say their company is increasingly competing on the basis of customer experience. [Salesforce] 67% percent of marketing leaders say creating a connected customer journey across all touchpoints and channels is critical to the success of their overall […]
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February 5, 2018by Christine Viera
We’ve both been “practicing” marketers, working exciting day jobs while also investing in the B2B Marketing Academy. We kept busy much of last year working while blogging on sites like netformation.com, integrate.com, and sharing ideas at the Intelligent Content Conference, Content Marketing World, and other industry events. Our goal for 2018 is to double down in our mission to connect with and encourage other […]
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April 1, 2017by Christine Viera
Why Haven’t We All Moved to Customer-Focused Content Yet? One of the most common habits in B2B marketing is to focus on why you love your cool products. I hope you do! Your passion and innovation are what make your story interesting. Also, in the era of fake news—people care even more about why you do what you do. The Siren Call of […]
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March 27, 2017by Peg Miller
Marketing technology seems to be the #1 topic lately for my writing, speaking and Twitter-chatting, and I even have a few podcasts coming next month on the subject. Nearly five years ago, Gartner predicted CMOs would catch up to CIOs in total technology spend this year, and we are on track to do so. But I’ve noticed that while marketers are being charged with making […]
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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 […]