Top of the funnel content will always be important, especially for our B2B technology buyers early their journeys, or if they’re passively consuming your brand information. Given the number of people involved in the buying decision, though, lower funnel influence will get greater emphasis in order to improve win-rate over the other 3.2 technology vendors that typically end up on short-lists.
Read MoreMore has changed in marketing functions in the past five years than in the previous 50. And I don’t see this slowing down between now and 2022.
Today, we have Facebook live videos. Buyers are getting news from Alexa, and customized Facebook news-feeds. Similarly, advertising is tailored based on our behaviors. And our buyers are increasingly happy to engage via bots in chat apps. The walls have come down.
Today’s companies are dealing with everyone, all the time.
Read MoreIt's been awhile. Bad blogger. Here are some words I penned for PRWeek on the venerable #tag. I was tasked with creating as case for its demise. While I feel there's still room for the properly applied #tag, the task was to come out on the negative.
My full article is here, which also includes a pro-hashtag counterpoint. Note, this is behind a firewall.
Read MoreLast week, Taimour Zaman from A Million Acts of Innovation called and posed a couple of questions. Here's the first of three interviews, this one looking at cultural change in the digital age...
Read MoreI was copied on an internal discussion about AVEs (Ad Value Equivalency) the other day. The question was, how else can we prove the value of our media relations efforts? Here are some rambling thoughts. Over to you, gentle reader...
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