The value of personalization in marketing has been largely unquestioned for nearly two decades. Today, most marketers view personalization as…
Marketing Effectiveness
Unconventional Views on B2B Growth
Last fall, The B2B Institute (a think tank funded by LinkedIn) published a research report that every B2B marketer should…
Think “Close and Deep” to Maximize Growth
During the Cold War, U.S. Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO member…
Two Ways to Improve Your ROI Credibility
With the fourth quarter of 2019 well underway, many marketing leaders will have already started planning for 2020. In most…
Where Marketers are Missing the Mark with Customers
The New York chapter of the American Marketing Association has just published a research report that should be required reading…
Why It’s So Hard for Companies to Change
In 2013, Scott Brinker, Hubspot’s VP Platform Ecosystem, and the author of the widely-read Chief Marketing Technologist blog, published a…
Effective B2B Marketing Demands Original Research
A few days ago, Mantis Research and BuzzSumo published the results of their latest survey regarding the use of original…
Why One Strategy for the Status Quo Isn’t Enough
B2B purchases come in all shapes and sizes, and B2B buying decisions are made under a wide variety of circumstances.…