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 […]
Leadership and Career Advice From Aesop
More leadership and career advice from Aesop… A Fir Tree said boastingly to the Bramble, “You are useful for nothing at all; while I am everywhere used for roofs and houses.” The Bramble answered: ‘You poor creature, if you would only call to mind the axes and saws which are about to hew you down, […]
A Marketer Is Like a Great Bartender
A marketer is like a great bartender: Able to deliver the basics like a martini with easy finesse Able to create a novel and complete wow moment with edgy combinations of notes like absinthe and tarragon Able to reach multiple audiences with a few elevated mocktails on the menu Able to keep patrons engaged Able […]
Simple but Tough Questions
Six weeks left in 2022. It’s a great time to shift focus to the year ahead. I like to do this by sitting with simple but tough questions. I make sure to give myself ample time to think about my answers, speaking aloud, journaling, or just internal monologue. I also go back to what my […]