Marketers without the authority to execute leads to marketing without accountability
Marketing needs to accept accountability, but it also needs the authority to execute. Marketing can’t have it both ways – and the business can’t either. The Harvard Business Review (HBR) published a piece describing the modern challenge for CMOs and...Read More
The Interim CMO as Change Agent; Off Script #19: Sophie Shiatis
The word “interim” might conjure the idea of provisional, or temporary, or stopgap, but there’s one more way to think about it according to the Merriam-Webster definition: intervening. It’s especially relevant at critical moments in time – an interim to...Read More
What Does It Take to Implement Content Marketing Effectively in B2B?
What does it take to implement content marketing effectively in a B2B organization? It’s not an easy question to answer broadly because: a) every team has its own dynamics; b) every organization has constraints and limitations; and c) every vertical market...Read More
Content Marketing vs. Marketing Content: Analyst Firm Gartner Weighs In
The technology analyst firm Gartner recently weighed in on the difference between “content marketing” and “marketing content.” Marketing content, according to Gartner, is “All content assets created by marketing teams.” To borrow a phrase from 1980s-era marketing, content assets are...Read More
Missing in Action: Sheer Passion in Marketing Goes a Long Way
Surveys tell us there’s a shortage of digital talent in marketing. Digital skills are important because so much of our lives today is dependent on connectivity. But there’s a characteristic that often goes missing in marketing that counts for a lot...Read More
If there is a Best Practice in Marketing, it’s Being Different
How do you get attention in a crowded room full of loud conversation? One technique is to stand up and tap a wine glass with a utensil. This has become a proven method for obtaining the attention of a room...Read More
B2B Blog Metrics: 4 Effective Categories to Measure Success
Businesses that engage corporate blogging with professionalism and process can boost visibility, grow a community, and ultimately, have a meaningful influence on sales. For example, I once worked for a company that found visitors that engaged the blog were 50%...Read More
Marketing Principles Remain the Same; Off Script #15: Jeff Beale
Marketing tactics may ebb and flow, but the principles remain the same. So says the Atlanta-based marketing strategist Jeff Beale who also goes by Mr. Marketology. Jeff is a contributing author to the book Influencer Breakthroughs which is available on...Read More
What is Agile Marketing Again? [UML]
Agile marketing is a project management technique for accomplishing a set of priorities in a short period of time called a “sprint.” For example, a team agrees to a list of priority tasks and collaboratively decides which tasks to accomplish...Read More
Why Content Marketing and Public Relations Need Each Other
It was a good pitch. Timely, tailored, and fitting for both the journalist and the publication. But the reporter didn’t respond, despite my experience, intuition and persistence. Yet I knew it was a good story – a story with legs....Read More
