Marketing Strategy

Cinema acts as an effective resource for visual learners because it enables them to comprehend ideas without the obstacles that hinder learning. It is said that nearly 65% of most audiences are visual learners. As a marketer or B2B business owner, it is extremely important to take advantage of visual communications to accommodate this portion of society. Believe it or not, there are many movies that have a lot to…

In the various speaking engagements and articles I’ve written in the past few years, I make no secret of the fact I have held 53 jobs. I did not love many of my roles. When I started to dig into the research about employee happiness, I discovered I am not alone. Gallup estimates that 53% of Americans feel similarly. An additional 13% are actively disengaged, meaning they report being miserable…

Whether you’re launching a new small business or already have an existing one, you need to develop a marketing strategy that prioritizes a strong online presence. With 97% of people researching local businesses online, it’s essential to meet potential customers where they spend the most time on. However, growing your small business in the digital landscape isn’t easy. Between defining your target audience, promoting your services, and getting the word…

It was my great pleasure to work with ON24 for many years while at SAP Marketing and see them evolve as a leader in webinars and virtual events.  Webinars themselves have evolved over the years to become an important part of the marketing portfolio, and ON24 has been at the forefront of this evolution. My former SAP colleague Scott Feldman and I proudly delivered the opening keynote at the very…

Digital technology has changed everything: how we interact with the world, how we learn, how we buy stuff, even how we date. For marketers, it has dramatically interrupted our marketing mix and the expectations from senior executives. This disruption has forced executives to put increasing pressure on CMOs to implement marketing strategies and programs that deliver a quantifiable return on investment. At the same time, marketing leaders are faced with…

No department understands the need for change like marketing does. We’ve been forced to adopt new technology, upskill like crazy, reshuffle positions and create new roles to manage content marketing, social media marketing, and marketing analytics. Marketing has already gone through the ring of fire. And I challenge you to find a single CMO or marketing manager who doesn’t recognize the dire need for culture change and engagement. We get…

As a lean B2B business, navigating the digital landscape is a challenge. Between understanding your target audience, choosing the right channels, and the increasing pressure from your C-suite, it can seem like you’re juggling too many tasks with not enough time. This is where a digital marketing agency steps in. Many B2B businesses opt for hiring outside help instead of in-house marketing because it’s easier to maintain a proactive approach.…

Making the decision to create your own startup is both exciting and daunting. You are about to bring your passions to life and make a living doing something you love. More importantly, you get to share that passion with customers by providing them with exceptional products or services that they will love. But, to get customers on board, you need to build a brand that is going to create interest…

Businesses pour thousands of dollars each year into web, mobile, radio, and TV advertising.  The average B2B business reports a $185,000 annual budget, and many expect that number to rise by next year. What’s the desired result? B2B advertising should drive emotional responses around your brand and convince customers to complete future purchases. However, before developing marketing strategies and tactics around messaging, it’s helpful to analyze how the human mind…

When I joined my longtime colleague and friend Howard Dresner at his company Dresner Advisory Services earlier this year, I was excited to be going back to my roots in Business Intelligence (BI). I also looked forward to the upcoming fourth annual Real Business Intelligence event to be held in the spring at MIT.  Well, like so many other things, the COVID19 pandemic threw a monkey wrench at those plans.…