Strategy

Marketers have been forced into survival mode to keep their businesses afloat. While many of us are still reeling from the devastating effects of the pandemic, those less fortunate have shut their doors permanently. The businesses finding the most success today, despite the turbulence, are the ones willing to remain flexible, make change rapidly, and get creative. Despite the turmoil, many businesses remain optimistic heading into 2021. 73% of CMOs…

“Strategy without tactics is a daydream; tactics without strategy is a nightmare.” Influenced by Sun Tzu and coined by Sagefrog CEO and Co-founder Mark Schmukler, this quote implies that there’s a clear difference between marketing strategy and marketing tactics. It suggests that one can’t be done without the other, and to do both correctly, strategy must come first. It’s the foundation, after all. Marketing strategy, however, can mean different things:…

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 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 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…

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…

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…

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…

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…

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…