3 Tips to Manage Content Marketing Effectively

Measuring the success of content marketing programs is a fundamental challenge for many B2B marketers. Beyond the typical volumetrics (e.g., page views) how can marketers successfully measure content marketing in a way we can understand its impact on business. Here are three tips to help your marketing team measure content marketing success. Tip #1: Measure in Context Different types of content require different tactical measures. A tent-pole research white paper and an article for SEO have two different goals. And they should be measured differently. The former’s consumption is determined by your distribution strategy, while the latter is designed to… Read More

3 Lessons to Align PR and Content Marketing

Thought leadership is a key marketing strategy to help companies grow. But in many organizations, content marketing is handled by either corporate communications (potentially via a PR agency) or by the marketing team. But keeping both teams on the same page for thought leadership efforts is critical to success. Here are some lessons I’ve seen over the decades to ensure that PR and Content Marketing Teams and their shared efforts (e.g., thought leadership) are executed with excellence. Lesson 1: Plan Together There are really two key sides of content marketing planning. The editorial plan (e.g., storytelling frameworks, calendars, etc.) and… Read More

3 Keys to Successful Marketing Planning

As much as B2B marketing constantly changes, the more it stays the same. The ritual of annualized marketing planning is an important one to chart our GTM tentpoles, align our strategy across various marketing and communication channels, and align our teams on business and revenue goals. Over the last decade, I’ve written close to 50 marketing plans for clients. Here are some key things I’ve seen that create success for marketing planning. Key 1: Inclusive Participation Marketing is a collaborative process. Therefore, planning it should be as well. For larger teams, strategic offsite meetings are a powerful tool for the… Read More

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