Executive Insights: Navigating Digital Transformation and Virtual Events

By on October 15th, 2020

It was my great pleasure to work with ON24 for many years while at SAP Marketing and see them evolve as a leader in webinars and virtual events.  Webinars themselves have evolved over the years to become an important part of the marketing portfolio, and ON24 has been at the forefront of this evolution. My former SAP colleague Scott Feldman and I proudly delivered the opening keynote at the very…

How to Choose the Best Digital Marketing Agency

By on October 13th, 2020

As a lean B2B business, navigating the digital landscape is a challenge. Between understanding your target audience, choosing the right channels, and the increasing pressure from your C-suite, it can seem like you’re juggling too many tasks with not enough time. This is where a digital marketing agency steps in. Many B2B businesses opt for hiring outside help instead of in-house marketing because it’s easier to maintain a proactive approach.…

The Ultimate Guide to Brand Building for Startups

By on October 12th, 2020

Making the decision to create your own startup is both exciting and daunting. You are about to bring your passions to life and make a living doing something you love. More importantly, you get to share that passion with customers by providing them with exceptional products or services that they will love. But, to get customers on board, you need to build a brand that is going to create interest…

What Can Marketers Learn from Psychology?

By on September 30th, 2020

Businesses pour thousands of dollars each year into web, mobile, radio, and TV advertising.  The average B2B business reports a $185,000 annual budget, and many expect that number to rise by next year. What’s the desired result? B2B advertising should drive emotional responses around your brand and convince customers to complete future purchases. However, before developing marketing strategies and tactics around messaging, it’s helpful to analyze how the human mind…

Executive Insights: Data Literacy and Real Business Intelligence

By on September 23rd, 2020

When I joined my longtime colleague and friend Howard Dresner at his company Dresner Advisory Services earlier this year, I was excited to be going back to my roots in Business Intelligence (BI). I also looked forward to the upcoming fourth annual Real Business Intelligence event to be held in the spring at MIT.  Well, like so many other things, the COVID19 pandemic threw a monkey wrench at those plans.…

What CEOs Want from Marketing vs. What They Need to Know

By on September 17th, 2020

What does your CEO think of your marketing team? If you’re not sure how to respond, you should work on that relationship — especially if you’re the CMO.  Marketers can fall easily into the trap of sticking to traditional roles like advertising and brand development. However, many C-suite executives now see marketing as a critical player in a company’s overall rise and expansion. You should, too.     Consider what CEOs want…

8 Strategies to Grow Your Business with LinkedIn Stories

By on September 16th, 2020

You had to know it was coming, right? Facebook smashed Snapchat’s entire business model when it launched Instagram Stories. Stories are so successful that almost every social media app – including messaging apps like WhatsApp – offers their own versions now.  It’s time for LinkedIn to get in on the action. And time to update your LinkedIn Marketing Strategy! Users in a handful of countries already have access to LinkedIn…

How to Build Deeper Customer Relationships with Automated Email Nurturing

By on September 14th, 2020

Email automation takes tedious tasks off of your team’s plate and frees up valuable time for mission-critical activities, like answering customer questions and improving your product. How? By delivering the right message to the right person at the right time — all without manual input. “Email marketing remains one of the most effective and affordable ways to communicate with your customers, build credibility, boost your brand recognition, and increase sales.”…

Improve Close Rates (and Stop Sales Drops) with Personal, Differentiated Conversations

By on September 14th, 2020

I recently had a conversation with an Account Director responsible for new market and existing customer growth for an Oracle Supply Chain and ERP partner that has offices throughout the US, Asia, and UK. I learned that the firm: Experiences 12 to 18-month sales cycle on enterprise accounts with most efforts leading to RFP automatically reducing margin growth Tends to be responsive to customer-defined needs rather than creating a need,…

What Is Marketing Attribution and Why It Matters Now More Than Ever

By on September 9th, 2020

Marketers are under increasing pressure to show measurable results to the business. Marketing attribution is something I've been a little obsessed with since I started blogging. In the end, you have to be willing to take accountability for the success (or failure) of your marketing activities. Sounds simple enough, but there’s a whole lot more involved. Discover the full extent of marketing attribution, its benefits, and models below. What is…