Buyer Perception

Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In …

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The Future Of Modern Marketing Is Human-Centered

Before the turn of the 20th century into the 21st century, a movement began.  This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts.  It is rooted in the belief, which is by understanding human goals and behaviors; we can design …

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Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this …

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CMO 2014: Is Your Team Executing Content Marketing Or Pitching Content?

The urge is insatiable in B2B.  It is wired in B2B DNA.  To sell.  To market.  To push.  To blitz.  To tell.  To pitch.  To present.  It is like when you turn the key to off on a motor and yet it is still running from the residue fuel and fumes.  To stop takes what …

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Why B2B Should Invest In Branding (And What Happens When You Do Not)

When the financial crisis hit in 2008, a certain word went missing in business.  And, another word became all too powerful.  The word, invest, and the inertia behind it lost traction in B2B business.  Rocked by the financial crisis, many plans were shelved.  Collecting dust.  The word, cut, became dominant in business vocabulary. A few …

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4 Ways To Differentiate With B2B Audience Messaging Segmentation

If you put yourself in the shoes of a customer as a listener instead of the messenger, you might find a noise you do not like.  Perhaps it is a loud constant humming sound.  Five competing companies sounding like a meditative chant.  Yet there is no escape as a listener.  In the shoes of a …

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CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name …

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7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer …

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CMO 2014: 4 Steps To Rediscovering B2B Brand Equity

Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders.  It is one of the most elusive trophies to grab in the world of B2B.  Once achieved, there are tremendous advantages.  Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud …

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Communications

CMO 2014: A Return To The 3 Purposes Of Marketing

For many CMO’s and leaders in marketing, there has been a litany of proclamations about what marketing will become.  During the past few years, urgent bell ringing to dive into new definitions of marketing has besieged marketers: Social marketing Social media marketing Inbound marketing Digital marketing Search marketing And, most notably – content marketing Without …

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