Author Archive for: ‘cryan’

  • Do Multiple Authors Create Better Marketing Content?

    I just read an interesting newsletter article titled “Copywriters: should you guarantee your clients results?” written by noted copywriter Bob Bly. I enjoy reading Bob’s writing because he usually offers opinions that are both practical and frank. This article was no exception because it brought …

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  • B2B Appeals that Motivate Action

    Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” These are indeed the two master motivators, and all others are subset of these behavioral drivers. Because we humans can be motivated in a surprising variety of ways, using the correct incentive …

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  • B2B Content Marketing That Drives Results

    There is a lot of buzz in the air about content marketing. Businesses that need to increase their brand awareness, credibility, and preference with their target audiences are turning to content marketing in greater numbers as a proven pull marketing strategy that aligns well with …

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  • Obsession with “Listening to Customers” Can Lead You Astray

    How often have you heard that the secret to good marketing is to thoroughly understand everything you can about your customers: who they are, their demographics, attitudes, habits, etc. However, this belief, like so much of conventional wisdom, may not be entirely accurate. In fact, …

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  • Sales and Marketing Plans Need to be Aligned

    As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies. The goal is to achieve effective alignment between what the marketing and sales teams are doing: driving to a common goal and reaching …

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  • Why You Need to Be Hooked on Your Customers

    I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. As a marketer, my job is to help organizations with the front parts of the process: establishing brand awareness, generating inquiries, turning raw leads into …

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  • Three Essential Content Marketing Practices

    When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. I always found Bryant to be sharp, focused, and a person who is good at grasping and presenting the essentials of complex topics in a …

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  • Good Advice (And Why You’re Not Taking It)

    Like many others, I’ve been reading Seth Godin’s blog for quite some time. Seth has a way of getting to the point quickly and many of his posts are 100 words or less. For example, he wrote the following about the importance of accepting advice: …

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  • Social Media – Driving Competitive Advantage for B2B Marketers

    eMarketing Strategy’s Ruth Stevens, one of the nation’s foremost practitioners of B2B marketing, posted the above graphic on LinkedIn. Based on our experience speaking with many B2B organizations, these results pass the smell test. My only problem with the graphic is the 45 percent who claim …

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  • Would Writing a Book Help You and Your Business?

    I just published my fifth book, Winning B2B Marketing.  Being a glutton for punishment, I seem to get the urge to do this every five years or so. Fortunately, each book project gets easier because you learn to write faster and you can leverage material …

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