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Five Demand Generation Myths That Need To Be Dispelled

February 20, 2018 by Carlos Hidalgo  Demand generation is a key part of the customer experience. Ensuring that buyers have a good buying experience is a necessary stage in the content experience continuum. However, many myths abound with demand generation, which are making it harder for B2B marketers to have success. Below are the five most common myths about demand generation …

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What do B2B Customers Want in 2018?

January 23, 2018 By Carla Johnson Getting their message and content in front of their target audience is the biggest challenge B2B executives say they face in 2018, according to Bridge the Gap: The State of B2B Marketing Communications 2018, a report published by communications technology company Ytel. In fact, 55 percent of the 2000+ CEOs and other top executives …

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

August 11, 2016 by Carla Johnson 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 are overflowing into the C-suite. And a big part of that conversation is about relevance. How do we become more relevant not only to customers, but to …

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Brand Your Company: How to Tell Your Organization’s Story

June 30, 2016 Once upon a time, storytelling was something business professionals did when they got home from work if they had children to lull to sleep. Today, however, it is being touted as a core skill that those at all corporate levels should master. And with good reason. Storytelling has earned such attention because, quite simply, it works. Stories …

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Why Subscribers are Key to Growing Your Brand’s Audience

May 31, 2016 I’ve had the amazing pleasure of working with many brands to transform their marketing departments and build their content marketing programs. It doesn’t matter how big or small they are, they understand that how they get and keep people’s attention is very different from just a few years ago. They lead with value rather than their brand. …

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The Theory of Relativity and Brand Storytelling

January 26, 2016 In 1905, a rather unknown German physicist named Albert Einstein published three papers about the theory of relativity. Eleven years later, Einstein came up with the general theory of relativity which has become the accepted description of gravitation in modern physics. In a nutshell, Einstein’s formula shows how gravitation force can be calculated like this… Take the …

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6 Elements of Remarkable B2B Storytelling

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 when he was a mere 14 years old. He traveled around the country as a young man, and finally joined the army during WWI so he could have U.S. citizenship. …

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Creating Purpose-Driven Marketing Departments

December 9, 2014 by Carla Johnson In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate and deliver customer value.” For the last decade, people have talked about changing buyer behavior. …

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Back to the Basics: Marketing with a Strategy

October 14,2014 The Content Marketing Institute and MarketingProfs released their annual research on the state of content marketing. B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America highlights how far we’ve come in the last 12 months as it relates to the adoption and sophistication of practice in content marketing. I won’t go into details about the research …

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“Free” Content Marketing?

I sign up for emails from lots of places. Some of them I stick with for years. Some last a matter of days. I was dumb struck by one I received today from a writer I’ve followed for many years. The gist of his email was that content marketing is overhyped. That is doesn’t achieve anything because all content marketing …