Type A Communications

Is Influencer Marketing B2B’s Golden Egg Opportunity?

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May 16, 2017 by Carla Johnson As much as we’d like to think we’re impartial buyers, everyone’s influenced by someone. When it comes to big-ticket purchases, it’s even more true. read more.

How the Internet of Things Will Disrupt Digital Marketing

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July 6, 2017 by Beth Kotz The Internet of Things (IoT) is omnipresent and always-on communication, carrying out functions that both impact and reflect our physical world. For marketers, the. read more.

Trending Sources

Building a B2B Brand Starts with Stories, Not Standards

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April 20, 2017 by Chris Schermer As a B2B marketing agency, SCHERMER often gets asked to do “branding.” Typically, it’s marketers who want help with their brand positioning, messaging and. read more.

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11 Brutal Truths About Creativity That No One Wants to Talk About

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June 22, 2017 by Carla Johnson Creativity is a funny thing. People tell me they want more creativity in their life. They’re itchy to stretch themselves with new ideas at. read more. Creativity Carla Johnson Type A Communications

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

30 Seconds to Killer Storytelling Anytime, Anywhere

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March 2, 2017 by Carla Johnson I’ve written about how high-quality storytelling can take companies out of the commodity conundrum and actually help raise prices. That’s great!” readers tell me. read more.

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

Good vs. Bad Content – What’s the Difference?

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June 8, 2017 by Chuck Frey We’re awash in a cesspool of bad content. Much of it is content that is so self-serving, it makes you cringe. Tired topics that. read more. Marketing Chuck Frey content marketing Cultivate Communications digital marketing

4 Ways You Can Humanize Marketing and Build Relationships

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March 21, 2017 by Brian Carroll We need to stop treating our customers like objects with our marketing and treat them like people. Be human first by recognizing their humanity. So how. read more. Creativity Marketing Brian Carroll Customer Experience Empathy marketing sales

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

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

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How Giving Useful Ideas and Secrets Builds Trust

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May 4, 2017 by Brian Carroll I had coffee with a potential partner, and our conversation ebbed to us talking about business philosophy, marketing, and lead generation. I talked about. read more.

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2017 State of B2B Digital Marketing

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February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital. read more. Marketing Sales 2017 B2B Carla Johnson DemandWave digital marketing Trends Type A Communications

34 of the Best Non-Marketing Books for Marketers

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May 30, 2017 by Carla Johnson A few weeks ago, Jay Acunzo asked me how I felt travel affects creativity. He certainly hit a hot button for me, because when. read more.

12 Lessons I’ve Learned From Writing 1,000 Blog Posts

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January 10, 2017 by Tom Pick In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick. read more. Marketing Andrew M.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

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

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 Communication

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.

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

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

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

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CEOs Rank Culture as #1 Priority for Success

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April 25, 2017 by Michelle Smith Culture is front and center for leaders who want to increase performance and strategic alignment in 2017. “Culture is the X-factor,” said Noah Rabinowitz, read more.

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.

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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

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 strateg

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

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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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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

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

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

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Design Thinking: What It Is and Why It Matters to Marketers

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May 2, 2017 by Carla Johnson When people hear the word “design,” it conjures up images of architects, graphic designers and maybe a programmer. These are the people who stereotypically. read more. Design Thinking Innovation Marketing

Human-Centered Design: What It Is And Why It Matters in Marketing

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April 6, 2017 by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad this week. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi. read more.

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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. I always tell them to learn from the masters, which is rarely other. read more.

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

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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.

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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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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.