Phoenix Rising

Trending Sources

Recipes for Success

Phoenix Rising

  Even as our value slides from 'Oh Wow' to 'Ho Hum' in a matter of months, our markets spin in new directions.    Market ingredients will change, so wed better be ready to improvise quickly. The patterned recipe for cooking up business success doesn't work in today's dynamic markets. That means every business has to create its success based on their specific situational ingredients at a given point in time,  evolving their recipe in real-time as their markets change. Those B School recipes for success need an update.

Ready, Fire, Aim

Phoenix Rising

We head into markets firing with all our value, assuming something will hit a willing buyer right between the eyes. We cover the proverbial wall with marketing and sales campaigns - assuming something will stick.  That's kinda backwards, isn't it? catch myself doing it all the time. I get an idea, remember something I need to do, all while I'm in the middle of something else. I'm distracted by the new thought, so I get up to go fix whatever, grab whatever, do whatever, so I can come back and focus. 50+ mentalpause may be partially to blame. But not really.

Is Trust Broken?

Phoenix Rising

friend called me last night to vent about a legal hassle with marketing materials. Hey company is  taking every single marketing piece - from outbound emails to landing pages to spec sheets, through a legal process. I was looking at a contract with my publishing house last week. It got me thinking about trust. This contract was lengthy and detailed. Fair, but very detailed. Yet there were still a few things I had to take on trust. I did it. But how many others would? My how times have changed. When I started consulting, I took client work on a handshake. Right? 

Free eBook: RollingThunder, Powering Momentous Market Launches

Phoenix Rising

This eBook shares the transformational thinking behind Rolling Thunder along with practical examples of each step along the way. You'll learn how to create and execute a Rolling Thunder launch of your own. The key phases of a Rolling Thunder launch and how to maximize each for your launch. The power of a whisper and how to grow that whisper into a roar. Get Your FREE eBook here.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Be the Pig!

Phoenix Rising

Sometimes opportunities to change our business game come with new and shiny products, markets, customers and a happy fanfare. Changing the game can take a market by surprise, propelling us to leadership. Changing the Game can save our butts. This little pig Changed  the Game on the Queen of the jungle.    The result was, well - see for yourself.

Be the Pig!

Phoenix Rising

Sometimes opportunities to change our business game come with new and shiny products, markets, customers and a happy fanfare. Changing the game can take a market by surprise, propelling us to leadership. Changing the Game can save our butts. This little pig Changed  the Game on the Queen of the jungle.    The result was, well - see for yourself.

Use eMarketing to Change Your Marketing Game

Phoenix Rising

eMarketing is a powerful revenue tool - for marketing and sales.  In her newly released book, Ardath gives every B2B marketer the tips, tricks and tools they need to create eMarketing approaches that power prospects from initial engagement til they cross the revenue line. Today's B2B marketers have more opportunity to positively impact sales revenue than ever before. eMarketing Strategies for the Complex Sale is just the book to help your marketing team produce the most qualified prospects ever - prospects that are engaged and ready to buy.  The goal? 

Use eMarketing to Change Your Marketing Game

Phoenix Rising

eMarketing is a powerful revenue tool - for marketing and sales.  In her newly released book, Ardath gives every B2B marketer the tips, tricks and tools they need to create eMarketing approaches that power prospects from initial engagement til they cross the revenue line. Today's B2B marketers have more opportunity to positively impact sales revenue than ever before. eMarketing Strategies for the Complex Sale is just the book to help your marketing team produce the most qualified prospects ever - prospects that are engaged and ready to buy.  The goal? 

Stop Blaming Marketing!

Phoenix Rising

My recent post Stop Blaming Sales received a few comments from sales type folks -  asserting that I was 'right on', that marketing should not be given responsibility for websites, for corporate positioning - that marketing was pretty much worthless. I was kinda surprised by those comments - they were pretty far out of context from my own thoughts as I created that post.  Stop Blaming Marketing!   But that's not what marketing does, not by a long shot. Before you get all huffy, yes, marketing should be based on customers' success.

Leading for Success in a Changing World

Phoenix Rising

Our markets continuously change, driven by any number of dynamic events; buyer behaviors, fickle brand preferences, or economic pressures—just to name a few. When we listen to our markets, evolving our plan. If your current market takes a nosedive,  you'd want to be ready to. When you see a stronger tailwind in another market, you'd want to. adjust your course to take advantage of that acceleration for market. That emerging market you’ve been watching may be just what you need. aware of our markets.  value to our markets.

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

Leading for Success in a Changing World

Phoenix Rising

Our markets continuously change, driven by any number of dynamic events; buyer behaviors, fickle brand preferences, or economic pressures—just to name a few. When we listen to our markets, evolving our plan. If your current market takes a nosedive,  you'd want to be ready to. When you see a stronger tailwind in another market, you'd want to. adjust your course to take advantage of that acceleration for market. That emerging market you’ve been watching may be just what you need. aware of our markets.  value to our markets.

Free eBook: Rolling Thunder Market Launches

Phoenix Rising

Experience Rolling Thunder & I doubt you'll ever go back to the single Lightning Bolt again! This eBook shares the transformational thinking behind Rolling Thunder along with practical examples of each step along the way. You'll learn how to create and execute a Rolling Thunder launch of your own. The key phases of a Rolling Thunder launch and how to maximize each for your launch. The power of a whisper and how to grow that whisper into a roar. Tips ‘n tricks for powering new levels of launch success – measured in revenue. Get Your FREE eBook here.

Sales & Marketing - How to Kick Butt Together!

Phoenix Rising

Speaking of Rolling Thunder market launches. Sales involvement will make or break market launches. It doesn’t matter how great our marketing story is. They'll give us the feedback we need – early in the cycle, before we blow it with the market. Have a new audience or market we want to attack?    Involve the reps who understand that market. Make sales buy-in a priority. I've worked with too many companies who thought sales just took whatever marketing and development threw over the wall - that was their job. Be a team.

3 Leaders Who Follow the Signs

Phoenix Rising

Market leaders follow the signs. Leaders are always on the alert for Signs of shifting markets.   Nu Skin ignored traditional higher-end skin care market approaches. They saw an emerging market niche and pounced on it, focusing heavily on product innovation to create momentum. It’s unlike any other skin care option in the market. Now, Fruit of the Loom is accomplishing a tough transition: they are evolving a company brand, changing the perception of a global marketplace and entering new markets - without dramatically changing their product fundamentals.

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

3 Leaders Who Follow the Signs

Phoenix Rising

Market leaders follow the signs. Leaders are always on the alert for Signs of shifting markets.   Nu Skin ignored traditional higher-end skin care market approaches. They saw an emerging market niche and pounced on it, focusing heavily on product innovation to create momentum. It’s unlike any other skin care option in the market. Now, Fruit of the Loom is accomplishing a tough transition: they are evolving a company brand, changing the perception of a global marketplace and entering new markets - without dramatically changing their product fundamentals.

Market Launches: Don't Forget to Invite Sales

Phoenix Rising

Sales involvement makes or breaks market launches.  It doesn’t matter how great your marketing story is.  Have a new audience or market you want to attack?    Involve the reps who understand that market early on as well.   If the sales force isn’t on board with your approach – revenues won’t flow.    Involve sales from the beginning, you’ll be more successful. Select your ideal target customers – and involve their reps up front. They are the experts – use them to tune your story the best way possible.

The Plan was a Success but the Business Died

Phoenix Rising

What if the goal changed, the market shifted, that product wasn't quite it was cracked up to be?  Whether it's in our personal or business lives, we often just plain need to change our plans to be successful. The question is, do we alter our course, or do we just keep going according to plan? tended to stick to the plan -  no matter what. I was a typical goal-oriented, over-achiever for most of my younger life.    When I was first working as a sales rep for computing systems, I was over quota, always. Once I dug in, I wouldn't let go. 

The Plan was a Success but the Business Died

Phoenix Rising

What if the goal changed, the market shifted, that product wasn't quite it was cracked up to be?  Whether it's in our personal or business lives, we often just plain need to change our plans to be successful. The question is, do we alter our course, or do we just keep going according to plan? tended to stick to the plan -  no matter what. I was a typical goal-oriented, over-achiever for most of my younger life.    When I was first working as a sales rep for computing systems, I was over quota, always. Once I dug in, I wouldn't let go. 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

Is Yesterday's News Preventing Your Success?

Phoenix Rising

Companies develop beliefs based on leadership, market experiences and 'corporate legends' Often I'll walk into a turnaround and find a demoralized culture.  My good friend Bob Burg, and his co-author John David Mann, opened my eyes to the concept of receiving. Thanks to their wonderful series of Go-Giver books, I learned about my very own unconscious belief pattern that was blocking my receiving. Yes, I've always received enough to have a good life, but never better than good. Everyone but me.   I gave and gave and gave - to clients, friends and family.

Is Yesterday's News Preventing Your Success?

Phoenix Rising

Companies develop beliefs based on leadership, market experiences and 'corporate legends' Often I'll walk into a turnaround and find a demoralized culture.  My good friend Bob Burg, and his co-author John David Mann, opened my eyes to the concept of receiving. Thanks to their wonderful series of Go-Giver books, I learned about my very own unconscious belief pattern that was blocking my receiving. Yes, I've always received enough to have a good life, but never better than good. Everyone but me.   I gave and gave and gave - to clients, friends and family.

Changing Focus

Phoenix Rising

  Our markets and customers change continuously as well - just like everything else in our world. That's not going to cut it in today's dynamic and ever-accelerating markets.  Change is a natural state. Seasons change, weather changes, our bodies change.    We change with age, with education,with experiences and with exercise, or lack thereof.    Relationships change, people change, everything about our lives change.  So why does 'business focus' translate to a static response? Until we have an obvious crisis.

New Tricks

Phoenix Rising

Do you assume you can train our favorite employees - about new markets, new skills, new roles?    Different markets, different skills - based on different career experiences.   So assuming that engineer can become a marketer is probably not gonna happen. If executives don’t have deep experience in our new markets or products – think hard.  Let's say your business is making some pretty major changes.   Even as you are operating a changing business?    Think about that. But what about when we take a major change in course?

SMB 2

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.

3 Steps to Customer Intuition

Phoenix Rising

Wanna be a market leader?  We interact with our markets and competitors and partners all the time.    What better way to tune our instincts than grounding our intuition in pure market reality.    Find an expert who eats, breathes and lives the intricate details of your market and customers.   Apply your intuition. You know what I mean, that feeling that tells us a product idea has legs, a story is going to sell, a customer segment is going to love our new idea.    You just know when you're on the right track.

Assumptions Anyone?

Phoenix Rising

It does seem that $3M is, indeed, a rounding error in Google's marketing budget. There's an old saying about assumptions.    Remember? Have you ever found yourself disagreeing with someone - wondering how in the heck they could see the situation in their way? Only to find that your perspectives were based on dramatically different assumptions than your own? Now think about the impact of those assumptions on the task at hand. Social media gives power to our assumptions. Social media enables all of us to make our assumptions known. That made no sense to me.

It's the Relationship!

Phoenix Rising

Sure, some of what we're taught in sales (and marketing) is useful. It’s not about you; it’s about them. ~ Go Givers Sell More. Truer words have never been spoken.    Whether in business or our personal lives, relationships are all  about adding value to other peoples' lives.      That universal  law is quite simple. We just have a hard time remembering it, much less following it. We can thank our social training for that. We've forgotten the simple universal laws that will help us to create success in all our worlds.

Extreme Measures

Phoenix Rising

  If this trend continues - businesses will have a hard time releasing products to their markets. Legal teams will determine the risk/reward scenarios of bringing  a new product to market. Fifteen Laughable Product Warning Labels The above article was in Forbes this week.    I got a kick out of all of the warning labels - some were truly extreme, for example the one below.    Imagine - Office Depot warning people to wear Safety Goggles to use a letter opener. Pretty bad, huh? It's not because they've lost their minds. have to ask.

What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

A Shiny Needle in the B2B Marketing Haystack

Phoenix Rising

Even aggregrators compile too much information - making the search for B2B Marketing content feel like that proverbial hunt for the needle in the haystack. They created B2B Marketing Zone as a resource for serious B2B marketers. I had the chance to interview these two guys about their thoughts, goals and insights for the future of B2B Marketing Zone. With all the marketing sites on the web - from blogs to roll-ups like AllTop and others, why did you decide to create B2B Marketing Zone? What range of content are you including in B2B Marketing Zone?

Keepers of the Truth

Phoenix Rising

Reality comes from our markets, not ourselves. We all think we know our markets, know that we can promote what we believe to be best for our buyers - which happens to be our products. There was a day when advertising and marketing could sway a market - but no more.  seek customer, prospect and partner feedback before I ever begin to brainstorm a strategy.    Clients often ask me why I don’t take their word for where they are and what they do.    It’s not that I don’t believe them. I do.  Follow Your Customer Parley Vous Customer

Legends

Phoenix Rising

  •    Our product is just too cool. •    We can’t win in that market, so why bother trying. •    Our sales cycle is unpredictable, but that’s just our business. •    We have to discount to beat that competitor. •    Changing plans will just disrupt our business. •    We’ll just have to cut expenses to keep profit margins. •    We can’t grow in a down economy, everybody is hurting. Legends keep the past alive in our world. That's why they are dangerous.

Fair Play

Phoenix Rising

  Then there are companies like GM who ignored the markets and followed their own egos all the way to bankruptcy - well they are bailed out by our tax dollars. Fair Play ruled in my upbringing - in everything from horses to golf to piano competitions to life itself.    It's a simple principle promoting that how you play the game is more important than winning. The rules have changed. We have cheating bankers getting federal bailout money while honest people are losing their homes and lives.    Has Fair Play become ancient history?   Hmmm.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

ClickInsights: Tips on how B2B marketers should leverage social media

Phoenix Rising

It's time for the monthly ClickInsights' Expert Interview Series  - focusing on sharing tips ' n tricks for B2B marketers. Read the post by B2B marketers including Ardath Albee, Brian Carroll, Patsi Krakoff, M. H. This month's focus is on leveraging social media, certainly a timely and much discussed topic! Mac) McIntosh, Maria Pergolino, Seamus Walsh and yours truly by clicking here: ClickInsights' Expert Interview Series.

That Personal Touch

Phoenix Rising

Marketing departments in all kinds of companies are using the power of being 'personal' as a way to attract customers and win business.   Personalized profiles are all the rage in outbound marketing.    We insert recipients' names into email campaigns that are tailored to what we assume are their requirements, thanks to a tailored sentence or two. Somehow - that doesn't seem like a truly personal approach.    A mass production of 'personalized' information is just that - a mass communication.  So what's my point?

Evolve and Thrive

Phoenix Rising

With change comes opportunity for distinction and value, new markets and new life. We update our offices, revamp our websites and evolve in so many ways to stay hip with our markets.  We hold on to our status quo thinking and beliefs, about our markets and our business. We relive our corporate legends while we lose touch with our ever-changing market reality.  Intelligence is the ability to adapt to change. Stephen Hawking Embracing change is a key to business and personal growth. Without change we stagnate. We all know that change is a given.

It's the Little Things

Phoenix Rising

This SMB owner is bucking that trend in a highly price competitive market. I found inspiration on my way to a horse show. My trainer is always better with caffeine in hand, so I was motivated to find her coffee. stopped at a little Ma and Pa gas station - the fourth place I'd tried. The others  were out of brew and too busy to make more on this particular morning. The pot was empty here too - what are the chances?    As I turned to leave the owner stopped me - offered to make a fresh pot. Thelma (my F-250) was definitely due for a bath - so why not?

SMB 2

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

The Path of Least Resistance

Phoenix Rising

We filter everything we say or do in our business through lawyers, diminishing our marketing and sales power to avoid some crazy litigation claim. Is it human nature to take the easy way out? I've been thinking about that a lot lately. Wondering if we compromise to bypass the argument if we disagree with our co-worker or let that guy be abusive to his terrified child in the grocery line because we don't want to get involved. Somehow, I don't think that's what our Founding Father did.  What happened to our adventure spirit? Then there's our litigation avoidance.