Marketing and Advertising

Rethinking Market Strategy In A Digital Economy

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with […]

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Gaining The Attention Of Buyers In A Hyper-Connected World

As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention.  Advanced digital technologies have meant more channels to hear, see, and search for information.   For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion.   Causing a seemingly straightforward effort

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7 Big Questions For B2B Marketing Leaders in 2015

Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015.  Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders. Let us take a look at 7

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5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics.

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5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of

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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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4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies.  The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers.  What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a

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Facts vs. Insights: How To Know You Have Truly Profound Customer Insights

The edge.  When you have it, it is powerful.  It is what many B2B organizations are seeking today.  What is sought is an edge over competitors, which translates into more wins.  How to get the edge is what perplexes many marketing and sales leaders today in B2B organizations. Gaining an edge usually involves uncovering a

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CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What

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CMO 2014: Awakening To Buyer Foresight

Achieving competitive superiority is one of the overarching goals for B2B business organizations.  Doing so is no easy endeavor.  It involves keeping one step ahead of competitors as well as building strong customer loyalty.  Many factors contribute to achieving this goal.  One important factor is the ability to predict and to see the road ahead.

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