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 […]

persona

The Practical, Data-Driven Persona Approach You Can Use Right Now

The persona is a much-vaunted, much-maligned tool in digital marketing, helping marketers to define their audience. But most persona programs fall short for four major reasons: They’re fictional They don’t reflect the overall composition of the audience They aren’t data driven They don’t practically translate into marketing campaigns If your personas are not based on […]

Changes and Good-Byes

After 15 years Dave Silverberg is moving on from B2BNN and Digital Journal to pursue his passion for spoken word poetry, education and arts journalism. We are very sad to lose him. We will miss his sports-loving, gregarious expertise around the office. That doesn’t mean he’ll be invisible. Dave leads the poetry slam at the […]

Organic Matters: Advertising for permission vs. awareness only

Paid media can generate two things: awareness and action (in this case, permission). Here’s an overview of when to focus paid on permission and when to focus on awareness. 1. There are a couple of fundamental rules marketers often forget to take into consideration in their communications: For a significant percentage of your audience (as […]

The slow death of organic social engagement

Organic social content engagement numbers are sinking. We started noticing the trend at SqueezeCMM in February and it’s been accelerating ever since. While there’s no real typical standard for organic-to-paid performance (it depends on factors such as the budget for paid, the target audience, and the size of the organic community), some numbers were shockingly […]

Why B2B CMOs need to attend tech conferences – and 4 picks for 2015

If you’re experienced enough to remember B2B tech lead-generation pre-Internet, it was the dark ages of marketing. Tiny budgets. All direct mail, trade shows and conferences. Little influence. It was difficult to make any connection between leads and sales. The marketing function was typically so divorced from strategy and relegated to a pure marketing communications […]

12 years later, is the tech from Minority Report real?

The strangest thing about fiction is it can become truth. Especially science fiction. Twelve years ago Stephen Spielberg’s version of a Philip K. Dick future rolled across movie screens, a powerfully detailed vision of a technology-dependent society where murder is eradicated, and the state and corporations are using tech to continually surveill citizens. Minority Report […]