An Essential Guide to B2B Marketing Metrics That Matter

By on September 9th, 2020

What is the measure of your B2B marketing campaign's success? As CEOs worldwide are looking at marketing as a growth driver, they have become more critical in measuring all marketing efforts' performance. Leaders are looking beyond engagement numbers and qualified leads. They are now looking for quantifiable answers to these questions: What, or when, is the return of investment (ROI)? How much is marketing contributing to revenue? As a CMO or…

The Step-by-Step Guide to Sales-Marketing Alignment for B2B

By on August 18th, 2020

The question of why Sales and Marketing need to be in sync is a no-brainer. Studies have shown that companies with “good” sales-marketing alignment achieve 34% more revenue from new customers 108% more acceptance of Marketing Qualified Leads (MQLs) 36% increase in customer retention That’s enough for any B2B company to run with and give it their all. But how exactly can sales-marketing alignment benefit YOUR organization? Is it worth…

Brand Storytelling, Defined

By on July 14th, 2020

Brand storytelling is gaining momentum in the marketing world, and with good reason. Stories are scientifically proven to get a person’s attention. In fact, stories stimulate brain activity. When we read or hear plot points our neurons start firing—and not just in the part of the brain that controls the language center. But there’s a lot of confusion around the idea of brand storytelling. It’s becoming a term that is…

Marketing and the Internet of Things

By on June 23rd, 2020
Internet of things and marketing

We’re living in a world of big data. Most households have numerous smart devices, from cellphones and speakers to cars and even entire homes. The Internet of Things has not only made our lives easier but has also opened up a whole world of marketing opportunities and new ways to reach consumers. A decade ago, futurists and industry experts eagerly discussed the possibilities of the Internet of Things (IoT). In…

The Evolution of Empathy: Learnings from Our Ancestors’ Decision to Work Together

By on May 27th, 2020

I’ve discussed quite a bit in this blog, and in the book Mean People Suck, about where empathy comes from. Are we born with it? Is it learned? It’s certainly an acquired skill, but there’s plenty of proof that empathy has been part of the human condition for some time. The evolution of empathy can be traced back to long before homo sapiens walked the Earth. Empathy enabled us to…

What the Changing Fortune 500 Tells Us About Empathy

By on May 25th, 2020

Everyone’s familiar with the Fortune 500 and the clout and prestige it brings. Fortune Magazine first started the list way back in 1955, naming the companies with the highest revenue in the U.S. Much has changed since the first list, and it’s important to look at the companies growing and shrinking, which is covered in an article by Tyler Durden in Zero Hedge. The article provided me with some key insights…

How to Establish Credibility and Trust in Marketing

By on May 13th, 2020
credibility and trust in marketing

A recent survey found that 73% of CEOs think that marketers lack credibility and have quite a bit of work to do to earn their trust. Establishing credibility and trust in marketing is more important than ever before. Marketing Week reported a similar finding that revealed that only about one-third of B2B CEOs consider marketing an important part of their business. Why? It might be us. We’re often so eager…

The 21st Century Innovation Paradox (And What We Can Do About It)

By on May 8th, 2020

What’s the most desirable trait every company today wants boatloads full of? Innovation. In the post-digital post-COVID era, no matter what industry you’re in, your company is probably constantly looking for creative ways to apply new technologies so you can become more efficient. You’re likely racing to come up with the most innovative ideas to gain a competitive edge. The problem is, nothing kills the creative mindset that’s necessary for…

How Much Should a Blog Post Cost?

By on April 27th, 2020
blog article cost

With companies shifting their marketing budgets away from physical events and inappropriate ads, the corporate blog and content marketing are becoming central elements of marketing. You know that blogging needs to be the central hub of your content marketing strategy. But you just don’t have time – you have a business to run. You wonder about hiring a content marketing agency, but you don’t have a clue how much to…

The Role of Data, Measurement and Research in Customer Advocacy

By on October 30th, 2019

One of the biggest challenges in marketing today is increasing retention and lifetime value of existing customers. By optimizing this value, brands have the opportunity to improve business performance. The key to successfully enhancing this value is through a Voice of the Customer (VoC) program. Developing a customer advocacy approach includes many facets, including data, measurement and research. Let’s explore what customer advocacy is, why it matters and the role…