How to build and use your online reputation
Today, everyone carries a mobile computer around in their pocket, their smartphone. We all have internet access 24 hours a day which ensures that whatever information we want to access is available in seconds. This has revolutionised the way in which we shop for products and services, enabling us, not only to compare prices and services from a wider range of suppliers, but also in the...
3 steps to help build trust with clients & execs
In-house and agency marketing teams who labor to serve their organizations face many struggles and obstacles. There is never enough time, people, or money – and most executive teams don’t have realistic expectations of what marketing can do with the resources they are given. This isn’t a gripe, but a reality that everyone in marketing eventually learns. The old paradigm is that there are only...
4 simple tips for finding your brand’s voice
Having a unique company voice has become more important in recent years. Companies big and small struggle to find the right tone of voice to use on social media, in content marketing campaigns, in advertisements, when being interviewed by the press, and even in personal interactions. Anything that negatively affects the overall brand voice is problematic. Whether it’s a leaked video of a CEO...
How to flip your lead generation funnel with Account-Based Marketing
If you’ve ever worked in B2B marketing or sales, chances are you’re familiar with the concept of the lead generation funnel. The traditional lead generation funnel starts with a wide pool of leads at the top, which gradually narrows down to prospective customers, then opportunities, and eventually to customers. This encourages sales and marketing alike to take a “spray and pray” approach to...
10 ways to be a terrible blogger (AKA, blogging no-nos to avoid at all costs)
When marketers like you set out to establish blogs, they want them to be successful. After all, what’s the point of putting your time, energy, and effort into a blog if nobody wants to read it or share it with their friends? Here’s the hard truth, though. Even though nobody wants to be a bad blogger, many people accidentally take steps that make them into mediocre bloggers. If you’re one of...
4 tips for creating epic nurture campaigns
Who says marketing has to be boring? Columnist Mary Wallace shares tips to help you shake up your strategy and craft a cool nurture campaign. Marketers are cool people. We tend to be very aware of the world around us — what’s epic and what’s yesterday’s news. We are thought leaders focused on driving change for others. And we want to be involved in doing legendary work. Running rad nurture...
3 mistakes (nearly) every tech startup makes — and how to avoid them
You just spent five years developing the world’s first robotic drone cooler. It keeps your beverages frosty and follows you anywhere so you can get a cold one wherever and whenever you need one. It’s a monumental invention . . . but this cool little product isn’t going to fly without a strong brand. I’ve spent a fair amount of time working on brand development with some amazing minds in the...
Making emotional connections in a digital era
Emotional marketing is effective and advertisers worry that technology can serve as a barrier to brand-consumer connection. But columnist Seth Price believes technology can actually help foster these emotional connections From Audi’s “Drive Progress” campaign to Kia’s “Hero’s Journey” commercial, companies that can master emotional connections in a digital era will rise above the rest. Studies...
Why trust is the new marketing currency
When it comes to connecting with potential customers, there are few things more valuable than trust. Trust is an essential factor in every business relationship. Imagine you’re headed to a jewelry store to purchase a Rolex watch. Maybe you can’t really afford one, but just imagine: On your way to the store, you see a man on the street. He sidles up to you, rolls up his sleeve and shows you his...