53 Signs Your Marketing Isn’t Working
It’s usually pretty easy to know when your marketing strategies and tactics are working as they should, but it may not be so obvious when they aren’t. That’s when the …
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For a Customer Experience with a Big Impact, Think Small
For many businesses, successfully creating a memorable customer experience is a big deal—a really BIG deal. They spend countless hours and invest substantial resources to impress and pamper their customers. …
The Fractional CMO: A Growing Trend
Not every small or mid-sized business needs—or can afford—a full-time marketing executive. But those same organizations would invariably benefit from the knowledge and leadership that an experienced and accomplished Chief …
Establishing Your Personal Leadership Platform
Some time ago, a good friend of mine established a comprehensive set of leadership success guidelines that I subsequently modified, expanded, and then adopted as my personal platform in relation to …
Trade Names vs. Trademarks: Knowing and Appreciating the Differences
Whether you’re responsible for the marketing function at a small, mom-and-pop business or a large, international conglomerate, understanding the differences between your trademarks and trade names—and how to leverage and …
13 Marketing Trends for 2017 that B2B Marketers Need to Understand
Steve Olenski and I recently co-authored an article for Forbes entitled “13 Marketing Trends for 2017 that B2B Marketers Need to Understand.” Here are the trends we discuss in detail in …
Why Have We Still Not Cracked the Code with B2B Marketing and Sales Alignment?
Dr. Mary Shea, a principal analyst for B2B marketing with Forrester Research, recently wrote a piece entitled, “B2B Buyers Make the Case for Better Marketing and Sales Alignment.” In that …
How Social Media is Impacting Public Relations
It wasn’t that long ago that sending out information-rich news releases would stimulate organized, phased coverage of a new product release or an important event for your organization. If newsworthy …
Should Marketers Be Champions for Change?
For better or worse, a new year inevitably brings change. And this one will be no different. As marketers, we have the choice to either fight change or embrace it with …
4 Types of Content Marketing Websites That Can Help Your Company
While there are clear benefits to positive media coverage, plenty of companies avoid the spotlight because they can’t control the final result. But now, with the rise of content marketing, …
Enhancing the B2B Sales Process with Marketing Automation
Marketing automation is a term we hear a lot these days. But how does it affect the bottom line? And is it really worth the investment? For a variety of …
Is Your Brand a Social Standard Bearer?
Leaders are most often valued and respected for their knowledge, experience, passion, and vision. The most effective leaders also demonstrate a strong sense of responsibility, have a relatively high tolerance …
Marketing and Branding Goals vs. Strategies vs. Objectives vs. Tactics
There has always been confusion in marketing and branding circles as to not only the differences among goals, strategies, objectives, and tactics, but how they relate to—and are dependent on—each …
Transforming the Customer Experience By Simply Listening
The power, immediacy, and far reach of social media is radically altering the customer relationship landscape. As a result, your customer service approach must recognize and process both positive and …
Are Your News Releases Dead, Dying, or Comatose?
Your answer to that question should be a resounding no! There is still a meaningful place in an organization’s messaging mix for strategically planned and well-written news releases. Here are …
When Marketing with Content, Start with Your Story
How many times have you heard, “We need to be on Twitter! We ought to be blogging! The competition’s killing us with e-mail—aren’t we going to respond?” Here’s your response: …
How Social Media Marketing is Like Bass Fishing (Part 2)
(Continued from part 1…) Moments after the next cast, the rod tip dove straight downward, almost touching the water’s surface. This was no bluegill, that’s for sure! Sammy jerked his …
How Social Media Marketing is Like Bass Fishing (Part 1)
Back in 2012, I made the decision to write a book about social media marketing—one that fills in some of the blanks. In it, I focused on the personal behavioral traits …
To Understand Your Customer Experience, Experience Being Your Customer
I know that title is a bit of a tongue twister, but it’ll make more sense to you after you read this post—at least, I hope it will. There is …
Is a Public Brand Rivalry an Effective Marketing Tool?
Just about any successful salesperson will tell you that the best way to motivate a buyer is to keep the conversation focused on the positive aspects of your own product …
Sales and Marketing Alignment: What the Experts Have to Say
The CMO Council recently published a report entitled “Closing the Gap: The Sales and Marketing Alignment Imperative.” Among other key findings, the study revealed that “there is an urgent need …
7 Elements of an Effective Strategic Marketing Plan
I’ve seen it happen to marketers many times. I’ve even done it myself. You start a new job or a new year, excited about the opportunity to be successful and truly …