3 Proven Strategies for Improving Community Marketing

‘Tis the season of having an endless to-do list and not enough time to complete it. And while you’re caught up between last-minute shopping and gift wrapping, you may not be thinking about how this could possibly relate to marketing.  Similar to how we see an increase in community engagement in our daily lives during the holiday season; from more interactions with your mail and package carriers, neighbors, family members, or reconnecting with longtime friends through yearly holiday cards, the community is everywhere during this time of year – and it’s also the perfect time to bring community into your… Read More

3 Reasons Why Every CRO Needs a Good CMO and Vice Versa

Over the past several months, I’ve been fortunate enough to split much of my consulting time between acting as a fractional CMO and a fractional CRO. And it’s been interesting to note how these two roles interplay to drive business goals. Let’s look at 3 reasons why both roles are needed and must be executed exceptionally to drive topline results. The Timeline Shuffle Time horizons should be different for planning for sales versus marketing. Sales need to think quarterly, monthly, or even weekly. While Marketing should be planning quarterly, yearly, and beyond. Collaborating with the CMO and their team’s inbound efforts can… Read More

3 Best Practices for Social Selling

What is the modern buyer looking for? In my experience, many expect personalized, authentic relationships and engagement with the brands they are looking to support. As a seller, it is your job to become the human side of your brand. Thus, attracting these modern buyers by building trust and increasing the impact of corporate content. So how can you accomplish this? Social selling. Here are three practices to help you become a successful social seller to elevate your brand beyond your expectations. Take time to build the foundation You can’t market yourself as an expert until you’ve built a successful… Read More

3 Trends B2B Marketers Should Be Thankful For

As we all know, B2B Marketing is challenging — to say the least. But for B2B marketers there are three trends that we should be thankful for. Trend 1: Going Digital While digital B2B marketing is more difficult to orchestrate and implement, we should be thankful for this evolution. Why? Simply put, if measured smartly, digital interactions with prospects, customers, employees, and other industry stakeholders contain to a treasure trove of insight to improve the way we go to market. Also, a great by-product of moving to digital – which a lot of SaaS marketers already know – is that… Read More

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