Be A Thought Leader
Step Two of Ten Steps To Marketing Relevance: Know Your Customers and Be Their Trusted Partner In my last post on Structuring For Success, we talked about new roles in the modern marketing organization. Many companies are recognizing that content is more than just “copywriting,” and they are creating new positions to focus on it. What […]
Structure For Success
Step One of Ten Steps To Marketing Relevance: Building a strong team with modern marketing capabilities Several months ago I wrote a blog called, “Ten Steps To Marketing Relevance,” which listed priorities for anyone working to build or renovate a marketing department. Interest has been high, so now we’re going to dig deeper on each […]
Ten Steps To Marketing Relevance
How to move your marketing organization from “arts and crafts” to “a seat at the table”. Structure For Success – Build a strong team with modern marketing capabilities; find good vendor partners Be a Thought Leader – Research, incorporate and advocate the voice of your customer in your content Create a Cohesive Content Marketing Program […]
The CMO as Change Agent
In preparation for an upcoming CMO Exchange panel, I’ve been mulling over what it means to be a “change agent”. The concept means something different to each of my co-presenters. For Eastman Kodak‘s VP Marketing, it means strategically managing a brand in decline so its equity can transfer to the company’s new incarnation. For Microsoft […]
A Case of Consumption
In early 20th century British novels the term “consumption” generally refers to TB, but encompasses a variety of diseases that relentlessly sap the heroines’ life energy. I would argue that in 21st century America the term now refers to the compulsion of heroines to consume (a.k.a. shop) relentlessly for entertainment. Similar effect, just on the heroines’ […]
More Thoughts on Thought Leadership
Whether you call it “thought leadership” or “content marketing”, such a program has three main goals for a B2B services company: Improve brand awareness Position the company as an industry thought leader Generate qualified leads and start client conversations that lead to contracts Provide the Sales force with high-quality content that becomes integral to the […]
Becoming a B2B Marketing Digital Native, Part 2
When I started this blog fourteen months ago, I was unemployed and very motivated to cure that condition. I had been offered an involuntary sabbatical from my corporate marketing career, and decided to use the time to remake myself into a digital native. During twenty years climbing the marketing ladder in increasingly larger B2B services […]
Payments Made Easy
With so many banks and merchants trying to get consumers to pay with some form of mobile app or wallet, awareness is increasing. But so is confusion — there are so many options, and no clear winner. This impressive infographic from SapientNitro does a great job of explaining today’s payment landscape. They classify mobile payments […]
One Bad Experience
This time my husband wrote the blog entry for me. Actually he wrote the following account of a bad experience to place on a restaurant’s Facebook page. You’ve probably all written one like it – or intended to after a bad experience. “About three months ago my wife and I discovered a new wine bistro, […]
Today’s Mobile Bubble
Today I attended MobileXcincy, a conference that assembled mobile experts and enterprises from around the OH, KY, IN region. Presenters flew in from around the country to address a packed house. Enthusiasm, numbers and ideas flew all day, and I typed as fast as my fingers and that little iPad on-screen keyboard would let me. […]