February, 2018

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 […]

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 […]

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 […]

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 […]