Demand Creation

Innovative B2B marketers are fluent in newer digital and content marketing practices. We’re constantly adding a new spin to classic tactics. And, we’re grooving on the opportunity to entertain and engage customers as we find the great story in our B2B solutions and people. This makes it fun and keeps the craft interesting. But what’s new can be hard. And noise levels are increasing […]

Where is the Promised Land of Permission Marketing? As a B2B marketer, I’m on the receiving many sales and marketing tactics. And I watch with utter dismay as others make the rest of us look bad with scurrilous tactics.    3 Terrible Tactics That Make Me Crazy   1. My #1 pet peeve is bad outbound sales and marketing which forces me to unsubscribe or block you. It goes […]

In prior posts, we’ve discussed ideas to get more out of your webinar content. Now let’s apply the same methodology to ebooks and other longer form content. Let’s get more mileage out of ebooks, white papers, and technical guides by building derivative assets from these long form content assets. Build infographics to visually tell the story. Pull key concepts out of long form content, and illustrate the story […]

Data is a marketer’s new best friend. For those getting their groove on with data, I’ve shared some tips, tricks and 3 great guides to help. So what’s next? It’s all about people. Coaching people to adopt data is as important as having it in the first place. Don’t kid yourself. It freaks your team out when you give them quotas for marketing goals. Even if they act cool, they’re quietly wondering “how am […]

How Well Do You Guide Your Marketing Team In This Data Era? Marketing, revenue and pipeline goals are now common for most CMOs and their teams. Yet if you can’t easily see it, measure it, forecast it, and track the outcomes – you’re facing a heavy lift to justify your marketing spend. But is data-driven marketing just about having the right KPIs and dashboards? Definitely not!  It’s about having: […]

B2B Marketers – the data revolution is at our doorstep. We’re expected to drive plans with data as the new normal in today’s digital-first marketing era. B2C companies are widely seen as more advanced at solving these issues using big data. So, there’s a lot to learn from their progress. Yet B2B marketing is a different animal. In contrast to our B2C friends, we […]

In the not-too-distant past, B2B marketers kept measure of our impact on market share growth, revenue, leads generated, and how much content we created.  None of these were truly a measure of marketing’s contribution and impact. When we grew and our numbers were good – this method worked. If revenues were flat – it was a mad scramble to show our business unit / team / personal impact.  To […]