Rules for Reddit: B2B intro to the world’s most influential discussion forums

Your boss or your client wants to run a new B2B marketing campaign. And try some new things. And they’ve heard Reddit is big. What do you do? Start here. First of all, is it big? Yes. Nothing major happens on the web without Reddit noticing. That may seem like a grandiose statement, but it’s true. […]

Why “Dewrito” will never appear in stores: stunt marketing and B2B

Doritos-flavoured Mountain Dew, the food hybrid that launched a thousand headlines and a million winces. Attention sought? Mission accomplished. But don’t believe Pepsi expects to actually sell any; this is an example of the dark marketing art known as stunt marketing. Stunt marketing has a long history, stunt product development a shorter one, mainly in food […]

3 Monday B2B stories: a diverse speakers’ bureau, content marketing habits

It’s a polar-vortex-kickoff kind of Monday! Three stories to warm you up this morning: 1. Keynotes and events: There’s no longer a reason why you can only find white guys to speak at your conferences: introducing FRESHSpeakers. Check out this Fast Company profile. 2. Content marketing: Every audience is different, but there are some great guidelines […]

AdTechNY 2014: the industry that programmatic ate?

If the adtechNY conference floor of this past week is any indication, adtech is stuck in the doldrums. The most interesting vendors at the show wouldn’t even be considered traditional adtech but display and data: interactive large scale visualizations and pure analytics/BI platforms (which are starting to show promise on the promise of one dashboard; […]

A B2B content marketing editorial calendar program for anyone

Rule #1: don’t put them to sleep. Content marketing is effective, but it’s not easy to plan. If it isn’t aligned to corporate priorities, it won’t get the right results. Without a focus on relevancy and customer needs, it might cause drowsiness. A recent study showed that nearly 50 percent percent of the 88 percent […]

Social buisness

It’s 2014, is ‘social business’ dead or alive?

Management consultant Peter Drucker said: “There are only two things in a business that make money – innovation and marketing, everything else is cost.” Is business actually starting to believe this and what are the implications for marketing vendors? Social business is far from dead. Business is experimenting with customer engagement in areas like content, […]

Picture of community at Burning Man

Path to real content marketing relevancy? Your audience.

You wouldn’t serve wagyu to vegans or request formal attire at your Burning Man meditation meetup. So why do marketers deliver untargeted content? Yes, bad content is everywhere, and any way to create more relevant, useful marketing content works for us. But a way to do that AND cut your content marketing production costs dramatically […]

Content marketing agency lessons: beyond messaging + copy to utility

In an on-demand B2B universe, content marketing becomes information, useful experiences that are useful to the marketer too. It’s  measurable, delivered however the information seeker prefers, from 140-character tweets with answers to the most popular questions asked by customers to triggered emails, catalogs, whitepapers, and more. For content to really develop relationships, however, marketers must […]

Digital customer frameworks: data and the new digital media plan

    Henry Ford once famously remarked that if he’d asked his customers what they wanted, they would have said “a faster horse.” Had you asked B2B marketers a decade ago what they needed to market more successfully, their response might have tread the same path: more data, more information—faster and better. Well, marketers, your […]

Walks become runs: ‘Moneyball’ lessons on digital measurement

I grew up watching all kinds of sports with my father, and to this day I love baseball. Though my brother, the other sports fan in the family, says baseball is ponderously slow, there’s something about its rhythms to love. I remember as a kid watching the larger-than-life baseball heroes of the ’70s and ’80s, […]

From funnel to digital customer relationship: the evolution

One of those reassuring little white lies we tell ourselves as marketers is this: People make linear decisions. It’s simpler to draw straight lines about people’s behavior, so to date we have typically pushed people through carefully scripted marketing processes. But does that really reflect people’s actions and the ways they find information? Of course […]