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B2B Marketing Forum: 5 Ideas that Stick
I have just returned from MarketingProfs’ B2B Marketing Forum 2015 in Boston. The last time I attended was in 2007, back when B2B marketers were still puzzled by social media. I can’t help reflecting...
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Permission to Write with Mojo
The time has come to sink the ‘synergistic’ speak and show “industry-leading” to the back door. (If everyone’s industry-leading, who is following?) A shift is underway in B2B marketing, starting with...
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Improve Your Customer Focus with 4 Simple Questions
The better you know your customers, the easier it is to create the content that they find valuable and engaging. The recent B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America...
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Curating research as a content strategy
My last blog on research as a content strategy talked about the many content marketing benefits of creating original research. But what if you don’t have the time or resources to create or commission...
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The curse of the familiar
Sometimes the greatest value I can offer a client is a fresh, outside perspective. For example, I worked with a client recently that was making a major proposal to a customer. As I talked with them,...
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Who are you calling a user?
It feels like time for a language crusade – so here’s my latest rant: the word ‘user’ when applied to people in technology marketing and writing. When you’re writing about technology from an IT...
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Social media spending in B2B: New research
This week I wanted to share some research from the CMO survey (by the American Marketing Association and Duke University Fuqua School of Business.) MarketingProfs posted a nice summary of the research...
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Lead nurturing and your content marketing strategy
Focusing your content marketing efforts on lead generation and ignoring lead nurturing is like playing golf when the only thing you know how to do is to drive off the tee. You might reach a good spot...
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Content marketing: A continuing education
photo © 2006 Eric James Sarmiento | more info (via: Wylio) I’m in the midst of taking the “Content Marketing Crash Course” from MarketingProfs University. It’s a set of 17 live sessions covering topics...
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Content Marketing: Who’s Talking to Your Prospects?
I attended a virtual Digital Marketing World conference sponsored by MarketingProfs this week. Wandering the virtual exhibit hall, I was struck by the variety and depth of content available from the...
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How ‘social’ should your marketing be?
I just spent a couple of days talking social media with marketers from all kinds of industries — including fairly traditional ones like publishing and banking– at Marketingprof’s Digital Marketing...
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