Infographic: The science of building buyer personas

If you’re selling a product or service, you need to know your buyers. Maybe you don’t know them personally, but at the very least you need to recognize their personality, their passions, their challenges. Below is a handy infographic breaking down the science of buyer personas, courtesy content marketing firm Single Grain. The infographic’s concluding […]

The definitive StumbleUpon primer – B2B marketing edition

Your company might already be active on the big three social networks of Facebook, Twitter, and LinkedIn, but don’t overlook StumbleUpon. It’s reminiscent of the Digg-Myspace era, but it hasn’t faded away; in fact, this link-sharing network can prove incredibly valuable to B2B marketers. In case you aren’t familiar with StumbleUpon, it was founded in […]

Profile of a Canadian business leader: Aleya Chattopadhyay (SAP CMO series)

Aleya Chattopadhyay may now be taking time off and “thinking what I want to do next,” as she puts it, but she has some sharp insights to offer on the future of marketing and social. The ex-CMO of ScribbleLive has an impressive resume. She was the VP of Marketing for large-format and mall stores at […]

How my years managing social at MTV can teach you about B2B social media

What do Jersey Shore and Beliebers have in common with complex B2B sales cycles and communications? Absolutely nothing! But in nearly four years as the Social Marketing Manager for Much, MTV Canada, M3 and E! at Bell Media, while bridging the gap between boy-band fandoms and the bottom-line, I learned a few key lessons that […]

law marketing

Law marketing: The high cost of doing nothing

For as long as there has been law marketing, practitioners and firms have been stopping worthwhile business development initiatives cold for a whole host of reasons. They raise questions about the cost of the project. They fret over how clients might react to what the lawyer thinks is a “too aggressive” effort. They worry about […]

The quick guide to proofreading your social media posts

Your social media team has been hard at work compiling strong content to publish on your social feeds. You have conversion tweets lined up, content call-outs, image-heavy posts for Facebook, a few fun items for Google+, and a video with descriptions for your YouTube page. But before you give everyone the green-light to publish, follow our tips below […]

Will Apple iAd finally click with B2B mobile advertising?

Mobile advertising is full of oddly incongruent trends. Consider, for example, how time spent on mobile is growing fast, up 23 percent in 2014, as adults devote less attention to other media. But mobile ad spending has lagged far behind. According to eMarketer, major media ad spending on mobile in the U.S. was just 7¢ for every hour that an adult spends on mobile, in […]

Will you soon be able to see Twitter engagement stats right in your tweets?

You likely have analytics tools to find engagement statistics for your daily tweets. But what if you could see data directly within your tweets moments after posting? It could be reality thanks to a new Twitter experiment reported by TechCrunch. If deemed successful, Twitter will “show many you how users are clicking on the links in the […]

Using behavioural economics to drive customer engagement

For many companies, sometimes it takes a fresh perspective to figure things out, and at BE Works that’s just what they do. The Toronto-based consulting firm analyzes consumer behaviour and determine ways of influencing people to achieve the desired behavior. Welcome to the new world of behavioural economics. We spoke with BE Works CEO Kelly […]

What every business can learn from David’s Tea

They may not have replaced Starbucks yet, but those teal David’s Tea cups are dotting communities across North America. Call it a true Tea Party, where the main winner is a humble Montreal company that has grown to become a Canadian success story. A story that every firm can learn from, no matter their vertical. David’s Tea […]

How this company specializes in conversion rate optimization

Website performance is a key priority for any brand. It is no accident that high profile companies have well-designed websites; these sites are the result of heavily-customized and multi-faceted optimization strategies designed to convert page visits to sales. If you want to make your website perform better and earn you more revenue, you may want […]

Don’t put all your eggs in the Facebook/Twitter basket, marketers

Businesses publicizing their products on Twitter and Facebook might actually be better off without investing all their time solely into these social networks, according to a study by market research firm Forrester. Entitled “Social Relationship Strategies That Work” the research reveals how little return on investment these networks actually offer. In a finding that might surprise many […]