Does More Martech Mean Fewer Brand Fans?

By on October 14th, 2019

The optimal brand experience differs from company to company. That might sound obvious, but it evidently isn’t to some CMOs: By overly relying on martech, they’re creating an expensive — and unremarkable — brand experience. According to research from Forrester, CMOs are spending more on tech than any other C-suite members. Through 2022, CMOs are projected to increase their spend on automation, data, and tools by up to 11%. Over…

14 Books That Inspired “Mean People Suck”

By on October 11th, 2019
Mean People Suck Book Influences

With the launch of Mean People Suck, I thought I would share 14 of the books that inspired Mean People Suck the most. But first, what is Mean People Suck all about? The fact is that most people are unhappy in their careers. And they point their finger at a negative work culture, a mean boss… co-worker… or customer. Mean people suck. Some leaders believe that they need to be mean in…

6 Ways to Win the Marketing Game with Psychology

By on October 1st, 2019
marketing psychology

What do you think is the key to successful marketing? Many would say it comes down to understanding your audience. This is certainly true, but once you’ve gathered intelligence on your audience, what do you do with that information? In its essence, successful marketing boils down to understanding the mind of your customer and using psychology to influence them to perform the desired action. Smart marketers use psychology in a…

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…

What Marketers Can Learn From Digitally Native Brands

By on September 11th, 2019

Brick-and-mortar retail is dead, right? The proof is in the rise of dozens of digitally native brands like mattress seller Casper and shoe designer Allbirds — except that these brands are now opening retail stores to augment their digital presence. Casper is set to open an ambitious 200 stores in North America over a three-year span, while Allbirds’ six retail locations include New York, San Francisco, and London. Both brands…

How to Avoid 4 Common Outbound Campaign Mistakes

By on September 5th, 2019

Outbound marketing remains one of the most effective prospecting channels, but potential customers are developing even less patience for outdated communications tactics. To make the most of your outbound strategy, avoid common mistakes that send emails into the trash. Consumers deal with hundreds of ads and messages every day, starting from the moment they pick up their smartphones in the morning. They don't have time to listen to irrelevant pitches,…

This One Marketing Secret Will Drive Your Business Growth — Forever!

By on September 2nd, 2019

For your business to grow and succeed, you must market your business. However, before this can happen, you have to know what marketing really is. Marketing ain’t what most people think it is (ads) and it has changed dramatically in the digital era. Marketing today no longer revolves around outbound techniques. It’s no longer one-dimensional, consisting of just ads on TV, the radio, or newspaper. Most of us tune that…

Marketing’s Role as a Revenue Engine: Lessons from the Front Line

By on September 2nd, 2019

By John Nash, Chief Marketing Officer, RedPoint Global No business function is spared the impact from digital transformation’s widening use of data and analytics. Marketing, however, stands alone in terms of the breadth and depth of those impacts, both strategically and operationally. Technology advancements allow marketers to completely re-imagine how we engage with customers and prospects, which elevates marketing into a mission-critical, revenue-driving engine. Are You Managing the Customer or…

20 B2B Marketing Strategies That Are Effective In 2020

By on August 30th, 2019

“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:…

33 of the Greatest Marketing Quotes to Inspire Your Strategy

By on August 28th, 2019

When I first started in marketing, I used to write down what I thought were the best marketing quotes to inspire me to dream big and to do big things. A few years ago I gathered all these bits of paper and sticky notes and wrote down on one piece of paper my favorite marketing quotes and words of wisdom and inspiration. When I speak, I also tried to invent…