Trust is a Flywheel of B2B Marketing and a Key Point of Differentiation
No matter what vertical market you are in, there is no shortage of competition. And more is cropping up seemingly every day. Consider the following: Cybersecurity. There are 200 cybersecurity startups that received VC funding in 2017; that’s in addition to... Read More
PR and Content Marketing Insights from the Edelman Trust Barometer
A friend of mine was telling me about a political news story last year. I don’t remember the precise angle, but I remember thinking it was outlandish and indicated didn’t think it was true. To prove otherwise, she pulled out... Read More
33 Statistics Summarizing the Year 2017 in Public Relations, Content Marketing, Social Media and SEO
Many of the posts published here are heavily weighted with surveys and reports. There are a couple solid reasons behind this approach. First, I think data provides a wide canvas of the happenings in the industry. It’s good to know... Read More
3 Habits of Highly Successful Bloggers B2B Marketing can Borrow [Study]
What separates successful bloggers from those that aren’t can be distilled down to three habits: They invest time. They write quality posts. They do this consistently. That’s according to the results of a survey of 1,377 bloggers conducted by Orbit... Read More
3 Studies that Challenge Marketing Assumptions [UML]
Assumptions are akin to a heuristic – an imperfect method of decision making that’s “good enough” and saves time. When assumptions are right, everything goes smoothly. But when they are wrong, the rest can go horribly wrong. Assumptions are essential... Read More
Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report
The biggest challenge in B2B lead generation is that lead generation campaigns don’t work in isolation. Or if they do it’s not for long. An email, PPC or webinar campaign that performs amazingly on the first try, for example, is... Read More
Survey Analysis: Competition in B2B Content Marketing Heats Up
B2B marketing has overwhelmingly adopted the concept of content marketing, according to the 2018 B2B Content Marketing Benchmarks, Budgets & Trends survey. That may mean content marketing is maturing, but that also means competition for an audience will heat up. ... Read More
We are All Forever Students of Marketing [UML]
We are all forever students. I’m pretty sure the first time I heard a variation phrase, it was many years ago, and by Brian Solis. It’s an elegant idea and a nice balance to a marketing world where today, many... Read More
B2B Marketing Underestimates Effects of Thought Leadership on Sales, Study Finds
Marketing may be underestimating the impact of thought leadership on sales, according to a comprehensive study published in June 2017 by Edelman and LinkedIn. While marketers typically associate thought leadership with the awareness stage of the buyer’s journey, the survey... Read More
3 PR Takeaways from the State of the Media Report by Cision
These are strange times for those in the news business, as public trust and confidence in the news media has eroded. By a measure of their own assessment, “journalists perceive they are now struggling to maintain the public’s trust.” In... Read More
