Marketing With Intent: Starting With the Outcome in Mind
Third in a Series: Change What They Feel In the first two articles in this series, we covered…... Read more.
Marketing With Intent: Starting With the Outcome in Mind
Second in a Series: Change What They Think In the first article in this series, we laid out…... Read more.
Marketing With Intent: Starting With the Outcome in Mind
First of a Series: The Question Most Marketers Never Ask Ask most marketers what they’re working on and…... Read more.
How to Avoid “Good Enough” Marketing and the Race to the Bottom it’s Creating
Last fall, I sat down with Mike Giambattista right here at Customerland for a conversation about “The Collapse…... Read more.
Connection and Relevance in the Year Ahead
Each Tuesday on LinkedIn, I post a new entry in my “This, not That” marketing series. They’re bite-size…... Read more.
The Marketing Alternative to Customer Research
We hear a lot of reasons for not doing the kind of customer research you should be doing…... Read more.
Spring Cleaning for Fall Marketing
Spring cleaning may get all the attention, but fall’s a great time to take stock and decide whether…... Read more.
The Difference Between Knowing Your Audience and Reaching Them
“Our audience is mid-sized manufacturing companies.” “We target IT decision-makers in healthcare.” There’s a difference between knowing your…... Read more.
Competing on Strategic Value in the Age of “Good Enough”
I’d bet that you don’t devote the same amount of marketing to every one of your products or…... Read more.
Putting Your 4-Step Plan for Content Marketing Into Action
Last month, we talked about a simple – but not easy! – framework for content marketing that can help…... Read more.
4-Step Plan for Effective Content Marketing
Marketing ain’t easy, but sometimes it’s incredibly simple. And that means that if you’re willing to do the…... Read more.
Your Marketing is Not Convincing Anybody of Anything
At least, it shouldn’t be trying to. That’s not what marketing is all about. Probably never was, but…... Read more.
Matching Your Marketing Content to Your Prospect’s Buying Process
Only your own marketing data can help you understand where you may have gaps to fill. The most…... Read more.
What Does it Mean to Engage with Your Prospect?
One of the things we hear over and over as marketers is that we need to engage our…... Read more.
The Annual Marketing Mulligan
Taking a moment to think about the foundations of your marketing can provide context as well as guidance…... Read more.
Your End-of-Year Marketing Perspective
Last month, I shared some of our experience gathering feedback on a new lead magnet we’ve created for…... Read more.
Defining Your Target Audience – It’s the Details That Matter
We’ve been working on a lead magnet for ourselves recently, and in the past few weeks we’ve shared…... Read more.
The Perils of Marketing on Auto-Pilot
Pumpkin spice anything, anyone? I mean, it’s that time of year, so we better trot out our fall…... Read more.
Marketing Metrics to the Rescue
Last month, we talked about the range of options open to you when your marketing isn’t working. (I wrote about…... Read more.
Deciding Which Path Leads to Sustainable Marketing Success
So, you’ve decided that your website isn’t working and it’s time to build a new site. Why? Don’t…... Read more.
