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
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
When it comes to Account-Based Marketing (ABM), account selection and account intelligence are two factors that contribute to successful outcomes. The point, of course, is to select a stable of named accounts that sales and marketing work together with an integrated strategy. Those accounts should have a higher likelihood of becoming closed won – as
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
As your content marketing efforts mature you will be under increased pressure to show ROI, grow your audience faster and churn out more quality content. There are a plethora of tools that claim to help us become more efficient. Below you’ll find a summary of the seven categories of content marketing tools that can help you
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
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.
Although I’m not a designer I have used Adobe products for years to make minor modifications to PDFs and for developing template based collateral. When I launched my own practice I purchased a perpetual Adobe Acrobat Pro license. Last year I decided to explore some additional products for manipulating photographs. Long story short I ended
Companies who exceed revenue and lead goals are 3.4x as likely to segment their database by persona-related fields other than demo/firmagraphic information than those that miss their goals. It’s no wonder persona discussions are a hot topic amongst marketing teams everywhere. As we speak, marketers are sitting in conference rooms, drinking diet coke, filling white
Long ago in a dark windowless office, I sat frustrated reviewing my team’s content deliverables. We were responsible for a new market segment within a mature software business. The content review processes we were expected to follow were built to support a 20 year old, billion dollar business. Nothing about that suited our needs. We had an aggressive content schedule,