The Latest White Papers

Cleaning Up Your Social Media

Before Snapchat, we had Pinterest and Instagram. Before Insta, we had Twitter. Before Twitter, we had Facebook and LinkedIn. And before that … MySpace (now Myspace), the modern social channel that launched them all. And those are not even close to being all the available social media platforms. We can’t forget Reddit, TikTok, WeChat, Douyin,

Content Based Marketing

In an ironic twist, rather than focusing on the buyer’s experience, most of today’s marketing strategy research often focuses on the transformation of the B2B marketer’s efforts. Much like B2B marketing and sales itself, we so often look at the relationship between B2B businesses and buyers through the lens of “enough about me, let’s talk

Creating The Consultative Experience

Today, many B2B businesses have come to believe that there is an asymmetric relationship between the company and its buyers. The perception is that buyers are “in control” and armed with more and higher-quality information than ever before. Yes, there is an asymmetry of information, but because buyers don’t know how much they need or

Architecting Connected Digital Experiences

In today's digital marketing environment, the challenge of connecting digital customer experiences is not a shortage of technology. In fact, in many cases there are too many technologies. The overarching challenge is that most organizations approach the technology of digital marketing as siloed engines that power separate, channel-specific experiences rather than a self-learning, connected network

The Latest Ideas....

/
Cleaning up your Social Scene

Cleaning up your Social Scene

Before Snapchat, we had Pinterest and Instagram. Before Insta, we had Twitter. Before Twitter, we had Facebook and LinkedIn. And ...
Read More
/
The Future of Content And Marketing

The Future of Content And Marketing

I’ve been on a bit of a rant about content marketing as an approach lately and how it’s not getting ...
Read More
/
Outputs and Outcomes

Outputs and Outcomes

Let’s talk about failing. I had a very interesting conversation with a colleague this week about focusing on outcomes vs ...
Read More
/
What They Don’t Know They Want

What They Don’t Know They Want

In a classic scene from the television comedy Seinfeld, Kramer decides that he’s going to provide the Moviefone service for ...
Read More
/
Optimizely Welcome Step Closer to One-stop-shop DXP

Optimizely Welcome Step Closer to One-stop-shop DXP

Acquisitions in the content technology world happen all the time, and with increasing frequency it seems of late. Some make ...
Read More
/
Moving On And Moving Through

Moving On And Moving Through

Do you ever wish you could just start over? I was having a conversation in an airport a couple of ...
Read More
/
The Thumbnail Executive

The Thumbnail Executive

May I rant this week? I’m noticing an annoying trend in the world of business communications. It’s something I’m calling ...
Read More
/
Empower Your Best Storytellers

Empower Your Best Storytellers

I see an interesting opportunity in B2B content marketing.  B2B businesses have come to believe that there’s an asymmetric relationship ...
Read More
/
Idiosyncratic Practices

Idiosyncratic Practices

We all have things in our life that, according to best practices, should absolutely not work but somehow still do ...
Read More
/
Content Marketing: The 2021 Business Case

Content Marketing: The 2021 Business Case

As businesses start expanding their use of content marketing, both old and new questions have emerged as to the efficacy ...
Read More
/
Stepping Out of Failure

Stepping Out of Failure

I had an interesting conversation this week about whether to focus on outputs or outcomes. Conventional wisdom holds that great ...
Read More
/
The Details of the Big Picture

The Details of the Big Picture

Are you a big picture person or a details person? Think about it for a moment. Would you respond differently ...
Read More