How to fix a terrible conversion strategy

Website conversion strategy

It’s somewhat stunning to me how few marketers and salespeople think about their website’s conversion strategy. This is a true story, by the way; it’s not made up in any way. A few years ago, I had this gig in… Continue Reading

The death of B2B sales and marketing? Nope.

Death of B2B sales and marketing

People have been talking about the death of B2B sales and marketing for a while now — heck, I even did so in March of 2015 with this post and this graphic: That slide was captured at something called the… Continue Reading

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Growth and innovation come from the customer

Growth and innovation come from the customer

Here’s an interview with a marketing professor (Tim Calkins) at Kellogg/Northwestern where he’s discussing innovation and products and revenue growth and all that good stuff. Here’s a money quote: It’s not enough just to look for opportunities and innovations and new… Continue Reading

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Does marketing focus too much on campaigns?

Marketing and the over-focus on campaigns

“I don’t have time for that! We’re launching a new marketing campaign this week!” I’ve worked in a bunch of different marketing departments and capacities at companies in different industries and verticals, and I’ve always seen — especially from middle… Continue Reading

14 paths to personalized content success

personalized-content-success-steps

Forbes magazine and Price Waterhouse Coopers just completed a study on ‘Leading With Customer-Focused Content,’ which on the surface can sound a bit buzzword-heavy. Essentially, it’s about a two-pronged idea: Content is important Personalized content — in essence, stuff a consumer actually would… Continue Reading

Do consumers actually respond to content marketing?

Does Inbound Content Marketing Work?

Take a look at the graphic above. It’s from research done by Marketo and Moz called “Inbound vs. Outbound: Consumer Perspectives On Marketing Effectiveness.” The research is also summarized in this Marketo post. If you’re unclear upfront, we’re talking about “inbound” (content-driven)… Continue Reading

The key number for getting new customers is 4.7

If you like this post, feel free to share it with your friends. Share buttons are at the bottom of the post.  Take a look at this post from Mack Collier, which is based on an analysis of multiple brands by… Continue Reading

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The first step of employee advocacy is the hardest one

The first step towards employee advocacy

Most places I’ve ever worked have no real idea what ’employee advocacy’ even is, so maybe we should begin there. It basically refers to the promotion of an organization’s brand by its employees, potentially (largely) on social media. This allows… Continue Reading