It’s obvious that knowing your target customer is a critical part of operating and growing any business. Defining your ideal…
STOP THINKING TECHNOLOGY, START THINKING USE CASES
Technology is a huge part of business – especially marketing. Organizations are constantly building, adding, tweaking, and experimenting with technology…
CALLING YOUR CONTENT “THOUGHT LEADERSHIP” DOESN’T MAKE IT SO*
Marketers need to stop using the terms “Content Marketing” and “Thought Leadership” interchangeably. What’s the difference? Here are 4 key elements that differentiate them.
YOUR MARKETING PLAN IS A CHAPTER IN A LONGER STORY
Most companies start their annual marketing planning as if they’re starting from scratch. But your marketing plan should feel more like it’s a chapter in a longer story.
SELLING = EMPATHY
Selling is about empathy. To do it well, you need to care enough about your customers to know them and understand them.
YOUR CUSTOMER’S JOURNEY DOESN’T END AT CONVERSION
Understanding customer’s needs and how they shop your category is critical for every part of your business. However, if all you do is focus on conversion, you’ll end up with a leaky bucket.
Stop making content YOU care about*
3 steps to make your content plan more engaging to your consumer I check out and consume a lot of…
WHO ARE YOU FOR?
So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off…
MARKETING IS A SYSTEM*
I’ve written before in this space about how, for so many organizations, marketing has become an overwhelming series of tactics,…
MARKETING CAN’T POLISH A TURD
Over the years I’ve been asked by clients, sales partners, and C-suite execs to create marketing campaigns for “turds”. A…
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