Why Should SMBs Bother with CRM If They Haven’t Already Done It Yet? Co-Authored with Michelle Bechamps, President – Brand Strategist, Bechamps & Associates Branding and marketing expert, Michelle Bechamps, works with a mix of small and medium business (SMB) clients across commercial, public sector, and quasi-governmental organizations. Michelle’s key question: Given that it’s 2018, what’s the value of CRM if you haven’t already […]

How Coffee Drove This Creative Lady in a New Direction Tarah Speck is a Swiss army knife of a marketer. Creative, visionary, and hardworking—she’s been a content marketer, digital marketer, and product marketer. That makes for a refreshingly unique perspective. Here’s a peek into her marketing journey. She offers great insights into what marketing metrics measure success and a compelling prediction about the evolution […]

What Do Product Marketers Do? The 2018 B2B Marketing Academy spotlight is on inspiring people. Why? Because there’s theory, and there’s practice. B2B Marketing co-founder Peg Miller and I find daily inspiration in the people who work in the trenches to bring marketing to life. As a profession, marketers are finally getting more credit for their expertise in understanding human behaviors, data science, digital […]

An Interview with Service Leader David Young on His Career and Customer Experience For 2018, we’re putting the spotlight on inspiring people starting with a former Fortune 500 service leader who played a major role in customer experience. It’s easy to get caught up in day-to-day marketing and forget how important the post-sale experience is. Yet, customer emotions and experiences are deeply shaped by […]

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 […]

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 […]

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 […]

I recently shared a list of 7 favorite blog sites which started with a longer list. Why not share them all at once? Glad you asked! Let’s face it – who can really get through long lists? 101 top books to read, 35 things to know, 50 social media tools for bloggers…they all sound better in concept than practice. Inspiring B2B bloggers deserve better than to be buried in […]

Customer experience (CX) is what sets the best B2B brands apart. Marketers increasingly lead the charge in aligning brand strategy and customer targeting with customer experience design. It’s a hard craft. There’s a lot of hype to wade through to find good CX content. Having slogged through a lot of articles, I’ve found these particularly useful articles and sites. Written by real practitioners, these content pieces are for […]