Brands with Purpose

What makes a brand compelling? What is it about a brand that resonates with its customers? And what happens if your target audience is not aligned with your brand’s primary purpose? We asked these questions, and many more, of Greg Perotto, Vice President of Corporate Marketing, Brand & Communications at Hootsuite in our latest episode

Activating Persona Insights

As leaders, we do a lot of work to understand our audience. We talk to customers, we survey buyers, we watch and interpret traffic patterns. All of this research gives us insights into what messages and offers are most likely to resonate for a given audience segment. However, the knowledge is only valuable if we

Untangling content and product marketing

As the discipline of content marketing matures I’ve had an increasing number of questions about it’s relationship to product marketing. The question arises in many forms. Do product and content marketers do the same job? Should every product marketer be a content marketer? Does product marketing need to exist any more? Do great product marketers need

Three Rules for Publishing High Impact Research

I recently read The Content Experience Report by Uberflip with much interest.  After all, content strategy is a big part of what we do here at the Marketing Advisory Network.  In summary, I think the report offers some good tips and is worth reading, particularly the section about navigation. However, the report also falls victim

Unleash Possible: A Marketing Playbook That Drives Sales

It all started one year ago at a dinner hosted by Katie, Apparao Karri and Megan Tonzi during Marketing Profs B2B Forum. That night I sat down between two amazing writers, Carlos Hidalgo and Ardath Albee, and we talked books, marketing strategy and helping businesses grow. It was just the push I needed to start

Is your business differentiated? Test yourself against these attributes

Every week I talk with business leaders about growing their business. While every business is unique, you’d be shocked how often their differentiation sounds like it comes from the same company. They are scalable, innovative and action oriented. Blah! Their product or service may be all of those things, but none of it is differentiating.