The Power of High-Value Thought Leadership in B2B
If you think about spending $200K to develop one major anchor piece of thought leadership, your immediate reaction might be that it’s far too expensive. On the surface, it may sound egregious. Who has budgets like that? Very few. On the other hand, in certain B2B categories and segments (high-trust, high-ticket products and services), if […]
From ‘Demand’ to ‘Delight’: Transforming Your Marketing Paradigm
Everything changes when you realize that “demand” is just an anagram for “damned.” Many marketers (maybe most) live in a world of pain and demand and targeting. These are the actual words used. Ok, “but they are just metaphors.” There’s no such thing as just a metaphor, my friends. If you can get your marketing […]
Unpacking the Implications of the ‘Fill the Container’ Mentality
We call it “content” because we inhabit a world where we fill the databases and filesystems that were designed for us. And at some point, it became our job as “content creators” to fill those containers. It seems as natural as calling one of those several things that hold up a table a leg. The […]
Attracting the Right Audience Through Your Approach
How you do marketing reveals a lot about what you value and how you see other people. It also sends signals about how your company views and treats others—above and beyond the surface-level messaging in your marketing collateral. And finally, those signals attract like-minded, similarly oriented prospects. Market with big ideas, focused on advancing the […]
A Cautionary Tale of Hiring Writers
A parable about hiring thought leadership writers… Imagine buying and paying for a Range Rover, but ending up with a terrible car that is clunky and doesn’t even go where you want it to. It’s frustrating. Infuriating. What’s even more galling—people are expecting you to take them places. You then have to spend even more […]
What’s the Most Irrational Thing You Do?
What’s the most irrational thing you do? I’ll admit to one: using tarot cards.
Unlocking Lead Conversion
Do you struggle with generating high-quality leads who actually convert into customers? The solution is thought leadership.
How to Make Marketing Sustainable
Is your approach to marketing sustainable or is it extractive? To make it sustainable, keep in mind the following.
There’s No Such Thing as B2B Marketing
There’s really no such thing as B2B marketing. There are too many differences to call it one specific marketing domain.
The Role of Thought Leadership
Thought leadership provides the ideal balance between cost and impact for complex B2B topics like financial innovation. It’s not exactly inexpensive (time, effort, support costs), but: It can/should be crafted with actual decision makers in mind. It can/should be delivered directly into their hands. It shifts their understanding of their own business challenges and possible […]