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Do You Suffer From Brand Detachment Disorder?

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February 7, 2017 by Carla Johnson Super Bowl ads are the mother lode of creativity. They’re the most watched show on television every year and the buzz of marketers for. read more. Creativity Marketing Storytelling

The C-Suite Squeeze: CMOs Turn Over at Unprecedented Rate

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February 21, 2017 by Carla Johnson What does it take to be an above-average CMO? According to recent research from Korn Ferry, it’s holding onto the C-suite chair for more. read more. Leadership Marketing Carla Johnson CMO Tenure Korn Ferry Russell Reynolds Type A Communications

Rate 70

How Empathy Will Grow Your Sales & Marketing Pipeline

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February 14, 2017 by Brian Carroll We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers. Here’s what I mean. read more. Customer Experience Marketing Sales Carla Johnson storytelling Type A Communications

The Secret Phrase that Jump Starts Creativity

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January 12, 2017 by Carla Johnson Great ideas seem to be a chicken-or-the-egg conundrum. Are companies fertile with fabulous ideas because they woo creative people? Or is it the creative. read more. Creativity & Innovation Carla Johnson Creativity Dr. Min Basadur Innovation Type A Communications

Lead Generation Checklist

7 Storytelling Tips for Sales Teams

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October 25, 2016 by Carla Johnson The biggest beef I hear from sales teams or sales-driven organizations is that they can’t get people to pay attention, make decisions or quit. read more. Sales Storytelling Carla Johnson sales storytelling Type A Communications

97 Customer Experience Stats Marketers Need to Know

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December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the. read more. Customer Experience B2B Carla Johnson Customer Service Digital Customer Experience Mobile Customer Experience Type A Communications

Lincoln Electric Changes Perception of Industry with Brand Storytelling

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July 7, 2015 Great storytelling starts with a narrative bigger than yourself. But getting buy-in for an approach to building an audience that’s unconventional isn’t easy for B2B marketers –. read more. Brand Storytelling B2B Marketing content marketing storytelling

Want to Raise Prices? Focus on Storytelling

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November 17, 2016 by Carla Johnson Storytelling still gets a bad rap. Companies – especially B2B – see it as soft. Execs don’t see it as something to do if. read more. Storytelling Carla Johnson Digital Storytelling storytelling Type A Communications

B2B Marketing Trends for 2016

Growing Up – Moving Away from Kid’s Menu Content

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July 7, 2016 by Jeff Julian Content marketers love writing content.  It’s almost like we made Content Marketing up just to fool our managers into letting us write and get. read more. Content Marketing Strategy Marketing Strategy Personas B2B Marketing content marketing content marketing strategy Jeff Julian personas

Insights vs Measurement. Are You Holding Yourself Back?

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February 9, 2017 By Carla Johnson “Those who cannot change their minds cannot change anything.” – George Bernard Shaw Daniel Pink’s book A Whole New Mind: Why Right-Brainers Will Rule. read more. Marketing Storytelling Carla Johnson Creativity Daniel Pink Type A Communications Whole New Mind

Wickedly Effective Storytelling: Exercise of the 5 Whys

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February 16, 2016 There’s one critical element that makes a great story a great story. Relevance. In working with hundreds of companies and even more marketers on how to become. read more. Brand Storytelling Content Marketing Content Strategy 5 Whys content marketing content mission content strategy

Marketing’s Leadership Role in Driving Revenue

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September 15, 2015 Marketing executives must walk a fine line between building pipeline, meeting revenue expectations, managing customer experience, delivering new prospects and building and maintaining a productive team with. read more. Change Management Innovation Leadership Content Marketing Institute Content Marketing World content strategy leadership

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How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Why Customer Experience is Rooted in Story

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February 23, 2017 by Carla Johnson Stories have characters – heroes, villains and mentors. They have a setting. They have plots that unfold over time. And they have themes. read more. Customer Experience Marketing Storytelling Carla Johnson Emerson Kathy Button Bell Type A Communications

How a Content Marketing Mission Statement Supports the Brand Story

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January 5, 2016 I love teaching workshops on content marketing and brand storytelling because there’s such a great opportunity to connect the dots for people. One of my favorites is. read more. Content Strategy Brand Storytelling content marketing content mission

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22 Storytelling Rules Everyone Can Master

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November 8, 2016 by Carla Johnson I’m often asked by business people how to tell better stories. always tell them to learn from the masters, which is rarely other. read more. Creativity & Innovation Storytelling Carla Johnson CDC Center for Disease Control Emma Coats Google Infectious Diseases Outbreak Pixar storytelling Type A Communications Zombie Apocalypse

Data: The Most Valuable (But Little Understood) Benefit of Content Marketing

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October 11, 2016 by Chuck Frey Content marketing has received a lot of coverage in the business media and blogosphere for its power to cultivate strong relationships with current and. read more. Content Marketing Content Marketing Strategy Measurement Chuck Frey content marketing strategy Editorial Planning ROI

The B2B Demand Gen Marketing Playbook

Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer

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November 3, 2015 B2B buyers are driving their buying process and brands are still trying to catch up. What does that mean for marketers? Companies that want to survive in. read more. B2B Marketing Change Management Content Strategy DemandGen

A Marketer’s Search for Meaning: 5 Attributes of Relevancy

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April 28, 2015 I read an article the other day that said that people are hired for hard skills and fired for a lack of soft skills. I’ve found this. read more. B2B Marketing Creativity Innovation Leadership leadership

The ROI of Improving Employee Engagement

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October 18, 2016 by Michelle Smith Many leaders have spent countless hours hoping for business to return to pre-recession vitality levels. They’ve waited for something to rescue them from the. read more. Customer Experience Employee Engagement Internal Communications Carla Johnson Employee Communications Michelle Smith O.C. Tanner ROI Type A Communications

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What Does a Content Marketing Plan Look Like?

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September 22, 2015 by Michael Brenner Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. Where do you. read more. Content Marketing Content Strategy Marketing content marketing content strategy

Plan 90

A Content Formula for Complex B2B Organizations

Are CMO Ambitions Too Low?

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September 30, 2015 Ambitious CMOs focus on building credibility for their team. Is that enough? Some wonder if CMOs have what it takes to become the next CEO. Are we. read more. Business Leadership Marketing B2B Marketing leadership Self-leadership

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What’s Brand Storytelling and Why Do You Need It?

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August 11, 2016 Frustration. I’m hearing more of it and not just from marketers – but from executives as well. Conversations that used to be within the walls of marketing. read more.

REI’s #OptOutside Brand Story Proves Marketing Should Drive Operations

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November 17, 2015 REI announced it is doing the unthinkable. The multi-billion retail giant is closing its doors on the biggest day of the year – Black Friday. Because. read more. Brand Storytelling Content Strategy Innovation Thought Leadership OptOutside REI

Brand 84

Digital Storytelling: Powerful Insights from 14 Top Experts

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May 17, 2016 Storytelling is a skill that content marketers need to have, but it’s also something that they struggle with. Most marketers confuse digital storytelling with digital selling. There’s. read more.

Six Key Steps to Successful Marketing Automation Adoption

6 Business Skills Every B2B Marketer Must Master

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May 3, 2016 We’re barely into the week and I’ve already heard the same tale of woe from four different companies. They need a different kind of marketer. Well, to. read more. B2B Marketing Business Change Management

12 Months of Learning From 12 Top B2B Marketers

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January 6, 2015. One of the things I love about looking at the clean slate of a new year is 365 days of possibilities. Part of what gets me excited is taking one idea, focusing on it, and then putting it into practice little by little. Huge change all at once can be hugely overwhelming. While there’s many facets to their success, I realized that focus is a big part of it. Clearly, it’s worked.

B2B 100

Simplicity and Brand Experience: Margaret Molloy on the Siegel+Gale Simplicity Index

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August 4, 2015 “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, is creativity.” – Charles Mingus The biggest challenge that enterprise B2B organizations face is how. read more. B2B Marketing Content Strategy Creativity Innovation

Why B2B Suffers From Marketing Myopia

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May 26, 2015 In 1960, American economist and Harvard Business School professor Theodore Levitt wrote a paper called “Marketing Myopia,” which was published in the Harvard Business Review. In it, read more. B2B Marketing Innovation Leadership Self-Leadership

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8 Ways to Create More Effective Lead Generation Programs

Why All Marketing Should Start With Your Brand Story

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December 15, 2015 “Knowing yourself is the beginning of wisdom.” Aristotle I’ve had interesting conversations with a CEO the past few weeks. He reached out to me to talk about. read more. Brand Storytelling content strategy content marketing B2B Marketing

Brand 77

Creating a Thought Leadership Strategy That Supports True Innovation

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February 3, 2015. Thought leadership is a common approach for companies wanting to establish credibility within their industry and stand apart from the crowd — and for good reason. It’s true that thought leaders tend to be the most successful professionals in their fields, and because of this, have more influence over their audience. People trust thought leaders and turn to them for advice.

Are You Guilty of Content Foie Gras?

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February 2, 2017 by Carla Johnson An interesting question came up at dinner the other day. I was in Chicago catching up with my good friend Evan McLaughlin. Evan and. read more. Marketing 2017 B2B Content Marketing Benchmarks Budgets and Trends North America Carla Johnson Evan McLaughlin Motorola Solutions Type A Communications

6 Elements of Remarkable Storytelling

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May 12, 2015 Whether he knew it or not, my grandfather was a master storyteller. He was born on a small farm outside idyllic Faaborg, Denmark and immigrated to America. read more. B2B Marketing Brand Storytelling Content Marketing Content Strategy content marketing content strategy copywriting marketing communications

Why B2B Content Strategies Are Paramount for Generating Quality Leads