Last week, at Inbound Marketing Day in Atlanta, I heard Ted Wright, the author of Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth, speak about the subject. He’s a compelling speaker and a great guy whom I’m glad I finally got … [Read more...]
B2B Marketers Need Cultural Immersion
Recently, I've been helping my client, Sykes, to create stories about the behind-the-scenes stuff that makes them so valuable to their customers. Sykes provides contact centers to Fortune 50 companies in Technology, Financial Services, Telecom and … [Read more...]
B2B Content Must Offer Perspective
When a B2B buyer sets out to solve a problem or achieve a business objective, he or she begins with an initial vision of what that might look like. They will talk to colleagues, search for information about potential solutions and ask their peers for … [Read more...]
Digital Relevance: Why I wrote the book
I really appreciate the great reception my new book, Digital Relevance, has achieved in the first few days of its launch. For those of you who would like to know a bit more about the book, I thought I'd publish a few excerpts to give you a "look … [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...]
