Account-Based Customer Marketing – How to Stop the Sales Drop with Retention Growth

By on July 1st, 2020

As new business slowed (and in many cases came to a screeching halt) due to C-19, many companies have shifted their focus to existing customers. Now, sales and marketing want to increase customer engagement to make sure that their program is not cut as the C-suite looks to conserve cash. They are also looking for ways to drive growth with existing accounts to make up for slow new business acquisition.…

The Virtuous Cycle of How Marketing Engagement Increases Leads

By on July 1st, 2020
customer engagement

Engagement rates are thrown around in the business world as important metrics that need to grow and increase. But what exactly is customer engagement and why is it so important? Typically, customer engagement is associated with online interactions, particularly on social media. Businesses with highly engaged audiences receive lots of likes, comments, and shares on their social posts, and their brand name is frequently mentioned online. There are plenty of…

The Future of Marketing: 50 CMO Quotes On How Marketing Has Changed

By on June 29th, 2020
CMO Quotes on the Future of Marketing

During an unpredictable and chaotic event like the Covid-19 outbreak, many adjustments need to be made in the world of marketing. Way back in 2012 and 2013, I interviewed some marketing influencers and leaders in the field to understand what they thought the Future of Marketing would look like. Some of the predictions on the rise of thought leadership, empathy, and culture were spot on. While other predictions, not so…

Executive Insights: A MarTech Conversation with Scott Brinker

By on June 15th, 2020

I first had the opportunity to first hear Scott Brinker, VP of Platform Ecosystem at HubSpot, speak at the ITSMA Marketing Vision event several years ago. I later saw him give the keynote address at the Boston MarTech Conference along with guest appearance on marketing-related webinars. Scott has published the chiefmartec.com blog since 2008 and speaks at many industry events including the MarTech conference (which Scott leads as program chair)…

How to Market a Price Cut the Right Way

By on June 10th, 2020

COVID-19 hasn’t just affected the supply chain; it's slashed demand as well. As businesses look for surefire ways to attract customers, many are turning to the oldest method in the book: cutting prices. If your costs have recently been lowered through a new purchasing strategy or increased competition among suppliers, a price cut may be the way to go. Not all price cuts, however, are created equal. For a price cut…

How One B2B CMO Focused Her Company On Storytelling

By on June 8th, 2020
B2B CMO Storytelling

If you’re reading this, then I think you probably get the value of brand storytelling. It’s a powerful thing and is often a catalyst for redefining what marketing means to a company. Storytelling has been a pillar of content marketing for some time, but stories aren’t just great for consumer audiences. They work for B2B companies as well, even in the most unconventional industries like commercial real estate. Today, I’m…

8 Steps to a Digital Marketing Strategy that Drives Sales

By on May 27th, 2020
digital marketing strategy tips

The digital revolution has leveled the playing field when it comes to winning at marketing. It’s no longer necessary to have a huge marketing budget and to work with a pricey agency to increase your sales. With the right digital marketing strategy and understanding of all the latest digital marketing tips and tricks, you can reach your audience, drive traffic to your site, and optimize conversions, no matter how limited…

Only Meaningful Brands Resonate with Consumers Today!

By on May 20th, 2020
meaningful brands

When I wrote Mean People Suck, I wanted to get across the point that empathy is more powerful than most of us realize. I wanted people to see it as more than a tool to use or a great asset to have. Empathy can change the way we relate to others, giving us more understanding. It can also invite others to want to engage with us. This is critical in…

How Great Leaders Use Storytelling to Activate Empathy in Their Teams

By on May 13th, 2020

With a long career in sales and marketing, I’ve had direct experience of how persuasive storytelling can be. But storytelling is a useful tool not just for selling things. It can be an effective tool for learning, too. This won’t be a surprise to anyone with a background in teaching. And you’ve probably had personal experience of learning from a story. Stories, after all, have been used to pass down…

4 Keys to Accelerate Digital Transformation in Your Organization

By on May 11th, 2020
digital transformation

COVID-19 changed the world in two months. This change has been dramatic and has had huge repercussions on the way we live and work. If you thought you weren’t ready for digital transformation before, you may no longer have a choice. The recent disruptions have forced businesses all over the world to change the way they operate. Lockdown policies in many countries mean that non-essential businesses have had to close…