From sunlight to sunset, the tips of her fingers worked tirelessly as words flowed out of her head onto the page. The letters “ete” was all that was left of the most used key on her five-year-old MacBook. Her delicate fingers reached with intention as she violently rewinded her incomplete thoughts.
After nearly 10,000 painstaking hours, she finally finished her first book about entrepreneurship. That night, she dozed off to sleep with an immense sense of accomplishment, only to be awoken by a nightmare.
A book written by AI just topped the New York Times bestseller list.
While the introduction…
What would you think if I titled this story, Don’t click this. Curiosity killed the cat. Would you click it? I would, even though I’d assume it’s click-bait and then likely never click on any content by that brand or person again.
One of the 25 largest technology unicorns features a story in its primary navigation with that exact title. And I did click it.
It turns out the content behind it was good. And seriously addicting.
The traditional marketing playbook would tell you to avoid titles that over promise. I’m guilty of preaching that as well. …
A few weeks ago, I came across Morning Brew’s Marketing for Beginners Guide. My first thought — I’m glad the TV series Mad Men got a reference. Though, my favorite example of brilliant advertising wasn’t mentioned.
Below, is a clip of the main character, Don Draper, giving a masterclass in the power of emotions. Quickly following my first thought was, where is this type of resource list for B2B marketers?
While I think there’s plenty that the B2B market can learn from B2C, they aren’t synonymous. …
What do Hubspot and Ikea have in common?
Besides being successful brands with cult-like followings, they are both category creators. Hubspot turned all of us into bloggers by preaching content and inbound marketing. Ikea appealed to our imaginations, giving us the power to re-imagine and create our own spaces on a budget.
At the root, both brands offer a new way of doing something beyond simply a better product or service. They occupy a new space (pun intended).
So why are these companies carving out their own category? According to Harvard Business Review, category-defining companies produce revenue faster, at a…
Who writes the marketing content at your company? Who do you think should write the marketing content?
Chances are, you answered marketing to both questions.
What if I reframe the question to ask who at your company is best-suited to write a thought leadership content piece on deploying deep learning models on Kubernetes? Or fighting ransomware attacks? Or using Six Sigma for quality management? Would your answer be the same then?
In 2021, I find myself challenging the assumption that marketers are best-suited to write all marketing content. And admitting so shouldn’t diminish the value of marketing.
Knowing when to…
Blog posts, emails, display ads, retargeting ads, content, videos, case studies, whitepapers, SEO, surveys, social, virtual events, webinars, news stories…
In 2021. that might as well be a list of campaign tactics used by nearly every tech company. While channels are often a commodity, the way they are used can be positioned as a strength.
In part 3 of my series on how B2B tech unicorns build disruptive brands, I’ll share not just how unicorns are leveraging the web and physical world to reach their audience but also the behind the scenes of what are driving those decisions.
It’s 9:30 p.m., and I get a ding on my LinkedIn. It’s a new InMail message.
It’s Greg from x company. Are you interested in partnering on content and event opportunities? I would love to talk about some of the things we have planned for this year. Are you available for a call next week? I look forward to your response!
You’ve likely received a similar, enthusiastic message before. …
This year, marketers got introspective, asking themselves questions like, what’s the real ROI of in-person events, and can that money be better utilized elsewhere? How do we appear more authentic and human as a brand? Should I put pants on?
If there’s one skill that helps businesses thrive in times of rapid change, it’s the ability to pivot. 2021 will no doubt be a pivotal year for marketing as more and more focus turns online, presenting new challenges like how to stand out in a digital landscape where many are talking and few are listening.
Before we dive into what…
Purchasing software that will be used enterprise-wide can feel a little like a marriage. You will be interacting with it daily, it will frustrate you, and the community of peers and superiors will likely have opinions on your choice.
I remember not so long ago being in the buyer’s seat for an enterprise-wide purchase, nervous about saying “I do” to the wrong vendor.
When I reverse-engineered how I came to a decision, I realized several important criteria that often go unaddressed in the marketing and sales process.
Questions that I rarely hear talked about, such as which vendor: