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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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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

10 Things Marketers Need to Know About AI

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April 11, 2017 by Carla Johnson Artificial intelligence (AI) is seeping into more and more industries, including marketing. While brands aren’t ready to hand over the reins of responsibility to. read more.

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.

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

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 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

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.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

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.

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

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

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.

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.

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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

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

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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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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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

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.

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

Stop Burning Budget on Inefficient Strategies

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April 18, 2017 by Chuck Frey Would you stack bagfuls of cash into a crude pyramid, and then set it on fire? Of course not! That would be stupid, and. read more. Marketing Carla Johnson Chuck Frey content marketing Cultivate Communications digital marketing marketing Type A Communications

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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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.

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

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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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

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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.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

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.

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.

B2B 101

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

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

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.