5 ways generative AI is changing organic search traffic in B2B marketing
The way buyers find and evaluate information is changing with generative AI, yet many B2B marketing teams are still optimizing for traditional organic search engines It seems to me that one of the biggest ways generative AI is changing human...Read More
Not just seen, but believed: trust is the new mandate for marketing and comms
Marketing and comms puts most of its emphasis on reach when we’d be better served by putting the emphasis on being believed The lack of trust that’s emerged in American society is pervasive. It’s woven into nearly every institutional pillar,...Read More
Sometimes B2B marketing just tries too hard
It’s not that we need a new playbook, or a new idea, or new way of doing things; we need to execute on the tried-and-true fundamentals of marketing, communications and psychology. This post is merely a musing. It’s thinking out...Read More
A marketing and PR superpower [not another lesson from the election]
If marketing and PR have a superpower it’s the ability to put what you think aside and look at things from your audience’s perspective In the days following the 2024 election, I had to smile at the number of marketing...Read More
Build marketing and PR programs rather than executing campaigns
Marketing programs allow you to scale your efforts without stressing your team or sacrificing quality; The fitness analogy fits here: when you first start going to the gym you can’t lift much, or run fast or far; but if you...Read More
Netline study says B2B marketing is more reliant on gated content
Ebooks are the most popular form of gated content; they get passed around by buying committees and are often consumed 2 days after it’s downloaded More prospective customers downloaded gated content in 2023 than the year prior. Gated content consumption...Read More
Only 5% of B2B buyers are in market today; but where did that statistic come from?
Sometimes statistics shared on social media take on a life of their own – that’s a problem if we don’t understand the source and methodology; here’s the source on the “95:5 rule” Only 5% of B2B prospects that vendors are...Read More
Does B2B marketing respect their prospects’ time?
Much of the content B2B marketing produces overpromises and underdelivers – and that seems most likely to happen when we consider company needs before customers “Caring, when it comes to marketing, is respecting one’s time,” says Gary Vaynerchuk. “I think...Read More
A short, simple and specific case for more content, not less
Revving up the content engine takes some work. You are going to strike out. You are going to walk. But you’ll also wind up with a few home runs. That’s what people will remember. There’s a good case to be...Read More
Survey says this is the top reason people unsubscribe from email marketing
20% of 2,000 readers surveyed say they unsubscribe from email marketing because they get too many messages The number one reason people unsubscribe from email distribution lists is they feel like they get too many messages. That’s according to...Read More
