Every digital marketer worth his salt has identified a buyer’s journey–maybe more than one for different audiences or different personas. If you are doing it right, you are targeting your…
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Why you should merge your traditional and digital marketing work
In small companies, this is not an issue that ever comes up–traditional marketing, digital marketing, and possibly cleaning the break room are all merged–that’s Victor’s job. But at big companies, the…
Read More3 priorities and 25 challenges for CMO’s
CMO’s plan a +12.2% increase in spend for digital marketing vs. -2.1% for traditional advertising in next 12 months (CMO Survey) 23.8% of digital marketing budget goes to social media…
Read MoreIs your content marketing using your personas and buyer’s journeys?
I don’t generally see content being designed for personas and buyer’s journeys. I am not sure why, but I have suggested one change for clients that has helped. Create a…
Read MoreStop over-complicating your customer information
I’ve spent a lot of time recently working with smart marketers that are unfortunately making marketing a lot more complicated than it needs to be. I’ve seen incredibly difficult “best…
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Influencers or advocates: Part 2: a fork in the road for brands?
The term word of mouth has been a long held marketing tenant of basic “mom and pop” businesses. The notion that there is hidden value in someone outside the business…
Read MoreDigital Learning and the Sharing Economy
In a business environment where the flavor of the moment is digital transformation, how does corporate learning fit in? What are the main digital trends that will have a transformational…
Read MoreDigitalization is all about creating platforms
The digital and physical worlds – and their supporting industries – differ widely. When it comes to production and transport, for instance, costs and speeds vary greatly. Digital is immediately…
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Content marketing’s $40 billion miss
Forrester Research has a new report that should serve as a wake-up call to B2B marketers, but probably won’t. Research Director Peter O’Neill is blunt about describing the current content…
Read MoreDoes digital marketing make you feel inadequate?
I teach a lot of people about digital marketing. Some of them are veterans at digital, but many are new. They might not be new to marketing, but they are…
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