Why CMOs Should Care About Agile Marketing

By on September 17th, 2019

This article is based on my forthcoming book, Mastering Marketing Agility (Berrett-Koehler, June 2020).  When a CMO is hired, somewhere an hourglass flips over. Grains of sand begin plummeting from the upper half, piling up inexorably in the bottom until time runs out and the CMO is politely asked to leave. It’s a grim picture, and it turns out it’s not even a very big hourglass compared to those measuring…

8 Steps to Create a Great Marketing Plan for Your Event

By on September 16th, 2019

Event planning is hard work, but that doesn’t mean you can kick back and relax once you’ve booked your venue and organized your guest speakers. Unless you’re planning a unique event in a very popular industry, your event is not going to market itself. You need a great event marketing plan to get the word out, build buzz, and get people excited about attending. It can be overwhelming even choosing…

How to Make Your Content More Relevant with Original Research

By on September 16th, 2019

Gust post from by Denise Dubie  Data grabs your audience’s attention faster than opinions and it adds credibility to your story. Everyone loves data. You see it on billboards, hear it on the radio, and read it anywhere there is content to consume. There is a reason for the data-everywhere reality: data gives content its credibility. SurveyMonkey was so confident that people preferred consuming content with data that it conducted a…

The Best Digital Marketing Tools for Small Businesses

By on September 12th, 2019

One of the most exciting aspects of the world of digital marketing is how it levels the playing field for smaller businesses and solopreneurs. These are entities who are offering fantastic products and services which will be of huge benefit, but who may be short on the resources and budget required to market them. Gone are the days when a multimillion-dollar marketing budget is necessary to get ahead of your competitors.…

Exploring IT Audiences: Real-time, Custom Content Consumption Insights

By on September 12th, 2019

Leveraging data to give your content marketing strategy a competitive edge is gaining attention in the B2B marketing world. While analyzing real-world data points is becoming a must-do, it’s challenging to find the right information or tools to gain meaningful insights. One of the tools I have been using is Audience Explorer from NetLine, which provides some pretty cool interactive, no-cost, real-time, custom content consumption data on various audiences. Designed…