How you incentivize marketing and comms drives results
If you incentivize one marketing team with conversions and another for awareness, you wind up with two teams pulling in slightly different directions A long...Read More
Thought leadership works because it allows marketing to focus on the customer
It’s the focus, not the format, that makes thought leadership effective Thought leadership done well is a foundational pillar of B2B marketing, and for good...Read More
AI has content marketers skipping best practices and results have plunged
Orbit Media’s 2026 annual blogger survey finds content marketing results at a 12-year low as marketers skip best practices; skipping those steps IS, in this...Read More
Strategy vs. tactics in PR: What’s the difference? [guest post]
The Trojan Horse was a tactic within a deception strategy. PR work follows the same logic: understand the audience first, then choose specific actions that...Read More
Prospective B2B customers are reading your content on personal time
A survey of 1,500 B2B respondents by DigitalZone finds that about 1/3rd report reading on their own time; but the gap between what they read,...Read More
Marketing (and PR’s) obligation to the business if they want credibility
80%-plus of CEO polled say marketing would have more credibility if they spoke the language of business and demonstrated a stronger commercial understanding A couple...Read More
