Classification

The most important content question (and how to answer it)

It’s much harder to find a nonfiction book in a library than a fiction book. Why? Because the author is the main search element in fiction, books are usually arranged alphabetically by author last name, sometimes by title. This makes finding what you’re looking for relatively simple if you know some basic information. Sometimes, fiction […]

digital transformation buzzword

What is Digital Transformation? “Just a Buzzword” No More

Everyone knows the cautionary tale of Blockbuster, whose board members talked a good game but famously failed to anticipate the pace of the shift to video on demand. Nobody wants to be the new Blockbuster. But there’s still a strange ambivalence persisting in many organizations when it comes to taking the necessary steps to futureproof business models. […]

gartner

A B2B News Network Exclusive Series: Analyzing the Analysts

More than ever, B2B needs expert opinion and analysis. More than ever, “free” analysis in the form of thought leadership content marketing and corporate communications digitally proliferates. As technology becomes increasingly intricate and integral to business management, and billion dollar software decisions can make or break companies, experts with real experience, whose opinions can be […]

trello enterprise software stack

What the Trello Deal Tells Us About the State of Collaboration and Enterprise Software Stacks

Trello, an app considered indispensable by many software developers, has joined the Atlassian family, announced last week, in a deal worth $425 million. As Wired said in its coverage, Trello was developed basically as a niche to-do list app for a specialized purpose and audience (software developers) that 95% of the population has never heard […]

social community

How Social Communities Anchor B2B Digital Programs

Imagine a US football team on the field without a quarterback. That’s what it’s like to be marketing and communicating online without a social community. The role that social communities can play in the marketing and communications process is woefully misunderstood. Many corporate community efforts tend to focus on community for one of three reasons: […]

diagnostic content

Diagnostic Content: When B2B Storytelling Doesn’t Work

When we talk about marketing content, we talk about expository content: videos, articles, blog posts and other content that tells stories, explains or informs. But recent data shows storytelling isn’t as effective in B2B marketing. Knowing prospects want content and added value not sales pitches, what is the answer? Storytelling matters, especially early in the […]

top 3 at 3

Top 3 at 3: Today’s Hot Topics

1 – The US election. It’s looking like sanity will prevail, but business needs to be prepared for a Trump presidency. Volatility. Unpredictability. Rapidity. Those are likely circumstances of a Trump presidency, and while that’s the world where startups live, business in general is not comfortable with an environment with those qualities. At the same […]