Why you need to be a “pipe”, not a “bucket” marketer. B2B marketers seem to come in two varieties; those with a propensity to act, and those with a propensity to ponder. The former usually have a much higher output than the latter. And yes, they also make more mistakes (guilty as charged here!). On […]
As an avid practitioner of content marketing, both for our clients and my own company, I’ve heard (and expressed) a lot of opinions and comments about content marketing, ranging from: “It doesn’t work, so why the heck are we doing it?” “I think it might help us, but we have no way of measuring results.” […]
Companies who are considered commodity providers face price and competitive pressures. This article discusses how to use pull marketing to become a branded authority in your field and improve sales results.
Earlier this week, I presented a BrightTALK webinar on behalf of the Sales Experts Channel, titled, Branding and Positioning for Market Leadership. With over 200 registrants, this is obviously a topic of great interest. As I explained, after making the decision to embark on a branding upgrade, there is a critical decision to be made: […]
I am a big fan of the integrative medicine movement. As Duke Integrative Medicine describes it: Integrative medicine is an approach to care that puts the patient at the center and addresses the full range of physical, emotional, mental, social, spiritual and environmental influences that affect a person’s health. It uses the most appropriate interventions from […]
One of the advantages of a long career in any discipline is the ability to look back and see lessons learned over many companies, initiatives and projects. This is why you want to hear your surgeon say that this is their 400th similar procedure, and not: I just graduated and this is my first procedure. […]
Before we get too deep into the year, why not take one or more actions that can propel your company value to new heights? It’s not just about marketing and selling better, or about creating a better customer experience (CX). You have been doing these things for some time, so why not try something a […]
Is the primary purpose of your company and its products and/or services to create demand or fulfill demand? Perhaps you have never been asked this question. Perhaps your answer is: “I’m not sure.” In either case, let’s fix this, shall we? To be successful, demand creators should have a different marketing and sales strategy than […]
I was on the phone with a friend and former colleague and he mentioned that he has been thinking about writing a book for many years – yet has never found the time or inspiration to get started. This was surprising because he happens to be one of the best and most creative writers I […]
We each have our own ways of setting goals and resolutions. Like many of your peers, you may do this exercise at the beginning of the year. Perhaps you are someone who sets and monitors goals on a periodic basis, with no set pattern. Or, you could be one of those who eschews the whole […]