In this excerpt from my book, Digital Relevance, I discuss the need for marketers to re-discover the beauty of conversation and how it translates into more relevant online engagement with buyers and customers. Conversational competency is a content … [Read more...]
Is Your B2B Audience Engaged or Committed?
B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]
No B2B Marketing Content Left Behind
B2B marketers have been struggling with creating engaging content, creating enough content and improving content marketing effectiveness ever since content marketing became the new sliced bread. There are many surveys and reports that tell us so. … [Read more...]
Scale the Story, Not the Volume
B2B marketing has an obsession with quantity. Quantity of leads has been a driving force of marketing for as long as I can remember and now it’s coupled with volume of content. The number of views, likes, and shares are still key metrics. In other … [Read more...]
Product is Not the Hero in B2B Storytelling
Despite the shift in the B2B buyer landscape that puts them squarely in the power position, I still hear marketers insist that the product is the hero of the story. Well, I'll just rip the band aid off and say it straight up - You Are Wrong. As a … [Read more...]
