Review sites are probably among the first places your prospects go when researching your product or service, and yet these sites are typically an afterthought in most marketing plans. It doesn’t need to be that way. In today’s episode, Yoli Chisholm joins me to discuss tips and tricks for getting …more
We’re taking a quick break from our Modern Marketing Plan series to talk about a fascinating article I recently read: “The Blandscape of B2B Marketing Content Needs a Bit of Emotion,” written by Ardath Albee. It’s an insightful look at ways to address the complexity of B2B selling, and more …more
Is there really any such thing as B2B selling? We’re never selling to a business; we’re selling to a business person. And that person is an actual human being, with goals, aspirations, and concerns. Too often B2B marketers fall back on selling features and functions — but that’s not what …more
It’s June, which means it’s pride month, which means we’re all being bombarded by rainbow-festooned corporate logos. But does that really help? Or is it just another example of “woke washing,” the brand pandering that occurs when marketing and social movements collide. The amazing Katie Martell is back with some …more
The challenge with marketing is that we all think we know our products and services better than anyone. But do we? In today’s episode we learn why we need to get out of our own heads and think like our customers. The results might surprise you. See all Copernican Shift …more
Your business is too complex. That’s because complexity sneaks into all of our workplaces, whether we want it to or not. It’s a hidden problem that’s hurting productivity and frustrating customers. Keep it simple (or, at least, simpler) by focusing on the customer, and understanding what they want to buy …more
The key to being customer centric is understanding your customers. And the best way for you, as a marketer, to understand your customer is to leave the friendly confines of your office or Zoom call and actually engage with the people you’re trying to market to. Sonia Sahney of GE …more
B2B buyers are overwhelmed. According to Gartner, 77% of B2B buyers said their latest purchase was complex or difficult. And, sadly, we’re not doing enough to make the process easier. B2B marketing strategist Ardath Albee joins me with insights on what we can do to improve the buying process, close …more
We all say we put the customer first, but what does that really mean? What actions are you actually taking that show the customer how important they really are? In today’s episode, Michelle Chiantera, CMO at Corel, talks with me about the stories we tell to our customers, and how …more
Do you understand the product or service you’re selling? I mean, really understand it? I’m often surprised by the number of marketers who have never actually used the product they’re marketing — maybe have never talked with anyone who has. Annie Wissner, CMO at Whispir, leads by example to make …more
We’re back with our continuing Modern Marketing Plan series. Today it’s all about analyst relations, a critical, yet often overlooked, part of …more
Jordan Neuhauser, CMO at Trulli Audio, has a passion for music that is matched only by his passion for authentic customer engagement. …more
Continuing our modern marketing plan series, we’re looking at the 3rd Moment of Truth — the immediate reaction of a customer actually …more
In part 2 of my conversation with influencer relations expert, Marshall Kirkpatrick, we answer the pivotal question, “why do I even need …more
Authentic, genuine relationships between brands and influencers can benefit everyone involved. The brand learns about the market, and the market learns about …more
Part 2 of our deep dive into the modern marketing plan where we explore the “First Moment of Truth,” the point in …more
We’re well into the 20th century, so why are so many marketers stuck in an outdated broadcast marketing mentality? Today we kick …more
We’ve entered the conversational era of marketing. Unfortunately, too many marketers are stuck in the broadcast world of mass email blasts and …more
Increasingly, customers are holding us to a higher standard. That’s why unified is better than integrated. Unified-CXM breaks down silos and provides …more
Whether you’re selling B2B, or B2C, you’re selling to people. Often the same people. And these people appreciate rewarding experiences and responsive …more
I’ve said this before (and I’ll probably say it again), but there has never been a better time to be a marketer. …more
Selling has always been about relationships. But on social media, this concept is generally ignored. Twitter, LinkedIn, and Facebook become the equivalent …more
There’s never been a better time to be a marketer. We’re experiencing the merging of mass reach with 1:1 engagement to create …more
Episode #121: Managing Through a Crisis, with Neha SaxenaIndia is currently struggling with a serious COVID outbreak. Sprinklr has offices and employees …more
We all have dreams. Things we want to do, goals we want to accomplish, places we want to visit. Often, we realize …more
Organizational silos hurt your business, and disrupt your customer experience. Ryan Bonnici, CMO at Whereby, talks with me about how crystal clear …more
I’ve never met a CMO who isn’t resource constrained. Whether you’re a startup, or a Fortune 500 company, we’re all being asked …more
As marketers, we’re tasked with representing our customers. That’s why it’s important to consistently add value to the customer experience. Jodie Sangster, …more
Understanding how your customers actually engage with you is too often undervalued. Generally, we build a process and assume it’s working. Meanwhile, …more
How do you get prospects to engage with you— before they engage with you? If you’re relying solely on email or content …more
