Beware the curse of B2B marketing

In a few minutes I’ll share a nasty little curse that can harm us B2B marketers if we’re not careful. I’ll show you some of the tell-tale signs that you’ve been afflicted by it, offer some ideas on how you can rid yourself of it and provide a suggestion of where I think the curse may come from. Warning: it might be YOUR fault! 😉

I’ll get to all of that in a moment, but first, Tom Cruise… Beware the curse of B2B marketing

Some helpful analogies for B2B brands (and a potentially offensive warning)

At the end of this post (which was originally published by B2B Marketing Magazine just before the start of Europe’s 2018 football seasons), I’m going to share a few analogies that have always helped me as I’ve sought to build and reinforce B2B brands. But before I get to them, I’m going to share both a warning and, right now, an apology. Some helpful analogies for B2B brands (and a potentially offensive warning)

Are you playing with the right marketing toys?

Welcome to the latest in a series of blog posts that tenuously link topical marketing issues to classic movies (e.g. see this past B2B marketing take on Bridget Jones). In this tongue-in-cheek tale (originally posted on B2B Marketing Magazine) I tackle the importance of both short-term and long-term thinking in B2B marketing, while paying homage to the Pixar masterpiece Toy Story. And at the end I’ll explain why I believe long-term brand building holds a key to the success of Account-Based Marketing (ABM) and other sales activation tactics… Are you playing with the right marketing toys?

Your marketing sucks – a B2B poem

In this post (originally published on B2B Marketing Magazine), I dedicate a poem to my fellow B2B marketers. It’s a poem about avoiding publishing marketing content that totally sucks. I’ll get to it in about three minutes, but first I thought I’d share with you the disappointing B2B marketing circumstances that inspired me to write it. I have a sneaking suspicion the scenario will be all too familiar to you… Your marketing sucks – a B2B poem

Three basic questions to kick-start the marketing briefing process

“To deliver marketing activity that stacks the odds in your favour of delivering growth, the first step is a great brief. You must challenge and work with the business to understand:

1) where your best sources of growth lie;

2) what is stopping the business from unlocking those opportunities; and

3) how will we know if we’re on the right track?”

courtesy of Stack for Business