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,

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

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

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