Emerging Trends in Marketing Technology

As marketing leaders, technology is a large part of what our teams manage and use day to day to execute our go to market. Over the course of the past couple of years there are certain trends that have been accelerated by en masse remote work. Here are 2 that will certainly impact the way we go to market in the upcoming year. The Bane of App Sprawl According to Productiv’s recent study on “the State of App Sprawl” marketing and product marketing app use is over 100 apps per firm. This means marketing teams are switching between multiple stacks,… Read More

Driving Successful Digital Transformation

For B2B marketers, the transformation to digital B2B experiences is a large undertaking. This is especially true for larger organizations where the stakes are high and institutional resistance is greater. Over the years I’ve helped scores of brands re-invent themselves as digital-first. During these efforts, I’ve discovered several lessons that B2B marketers must address as they embark on this journey. Lesson #1: It’s a Journey There is always the quarterly pressure to get things done and drive results. But digital transformation will not happen overnight. Setting expectations – especially with management – that it’s a journey, not a quick fix… Read More

3 Ways to Improve Your Content Marketing Using PR Approaches

There are other ways we marketers can “borrow” from our PR counterparts to improve our content marketing efforts. Here are three approaches / strategies I regularly borrow from my days in PR (Ruder/Finn NY circa mid-90s). Storyline Development Creating story arcs and editorial themes are essential to good storytelling. In PR, these concepts are core to a solid strategy. Too often, however, I see content marketers don’t spend enough time developing story arcs and editorial themes for their content marketing efforts. Many fail to connect the dots between content marketing efforts into well-thought-through editorial themes. Additionally, many content marketers don’t… Read More

3 Metrics to Align your PR and Marketing Measurement

Underneath the hood, there are several key metrics that marketers should use to measure success that is usually derived from public relations and communications reporting. And if your comms / PR team isn’t using these metrics – they must. Metric #1: Sentiment Coverage sentiment scores are a good way to understand the impact public relations and communications programs are having on your brand health. Sentiment, as measured by the positivity or negativity of coverage of your brand, can help provide a marketplace baseline for other brand favorability metrics. Sentiment will fluctuate regularly. This variability will enable your marketing analytics teams… Read More

3 Tips to Align Brand Management to Communications

From experience, many marketers underutilize communications (read: public relations, employee communications and investor relations, etc.) as part of their brand marketing and management efforts. But they intersect at many marketing moments with your prospects and customers and should be planned and executed in concert. Here are 3 Tips to help drive that alignment. Tip #1: Identify the Market Together Strategically planning your market segments or personas as a shared effort between marketing and communications will help drive alignment. The business benefit is that all communications become accretive and work collaboratively to drive the return on your marketing and communications investments. Planning… Read More

Why the Delta Variant Might Put Industry Event Plans on Pause, Again… What You Need to Know

event management
In Partnership With Is the Delta variant leading to another pause on industry planned events? It might just be. BravoCon 2021 is being cancelled “out of an abundance of caution”; organizers of the New York Auto Show recently nixxed their upcoming in-person event due to rising concerns surrounding the variant. Now, with recent reports swirling that Stevie Nicks and other prominent artists are making the hard decision to cancel the remainder of their 2021 shows due to the variant, it feels oddly reminiscent of the chaotic energy we were all swept up into just over one year ago. Event cancellations… Read More

Using PR To Help Companies Win the Talent Wars

In Partnership With When it comes to winning the war on talent, a solid PR and communication strategy is key to making sure your business stands out. Your mission, vision, values and culture should shine through your digital and physical presence so you can win as your business is recruiting and retaining talent. Here are 5 tips to help you paint a compelling picture of your companies values that will resonate with talent: 1. Showcase your Mission, Vision and Values This is a moment in time where we see organizations talk about their values from an external perspective and embrace… Read More

3 Keys to Successfully Integrate Marketing and PR

Marketing Strategy
In an ideal world, B2B marketing and public relations strategy should work “hand and glove”. But the reality in many organizations, is that PR and Marketing are woefully mis-aligned. As we all start planning for CY 2022, here are 3 keys to ensure your communications (er, public relations) and marketing are integrated successfully. Key #1: Align Strategic Planning At many organizations, “PR” strategy and “Marketing” strategy development are done separately. One lead by the head of corporate communications and the other lead by head of marketing. And this is where the mis-alignment begins. Each team, then, goes off and eventually… Read More

Why Building a Community is Critical to Your GTM

Community marketing. What is it? Why is it important? Why should you care? You may be asking yourself how this “new age” marketing tactic could possibly benefit your company. For starters, it really isn’t a complicated process, doesn’t take a huge budget for success, and it puts the most important people first: your customers. Here’s how with community marketing your marketing efforts can reap big rewards. Community Marketing is Impactful Community marketing may require a lot of heavy lifting up front, but the results are quite worth the effort. Building an audience takes time and a lot of testing and… Read More

3 Must Haves to Stand Up Scaled Demand Gen

Many B2B marketing teams start with demand generation as the first broad program to implement. This may be a function of all the marketing automation tool sellers pounding into our brain the value of inbound marketing. But this couldn’t be further from reality. There are 3 frameworks your team must develop prior to starting a scaled demand gen program. Framework #1: Message Planning by ICP Sub-Segment Initially when we start developing our marketing strategy, most of us develop messaging and ideal customer profiles. But for solid demand generation programs we must dig a little deeper and build messaging variations for… Read More