The New B2B Marketing Method & Measurement

When people hear the acronym “ABM” or the term “Account Based Marketing”, they are either instantly energized and excited by a business practice they wholly believe in, or they recoil from the prospect of disrupting their tried and true lead generation practice. On the other hand, industry pioneers, evangelists, and advocates preach that B2B businesses … Continue reading The New B2B Marketing Method & Measurement

Shopping decisions are painful: How marketers can help

My wife and I can never decide where to eat. First, we narrow the selections between full-service, casual, and takeout. Then, we whittle the options down based on type of cuisine or location. Finally, we take turns eliminating selections, and eventually we (usually) agree on a place. Once we’re there, we still wonder if we … Continue reading Shopping decisions are painful: How marketers can help

Textual paralanguage in marketing communications: tips for getting it right

Everyone knows it’s easier to connote emotion and context in a face-to-face conversation than through text. For example, saying “great idea” to someone with an eye roll and emphasis on the word “great” lets the listener know you’re being sarcastic. On the other hand, simply writing “great idea” in text leaves much more room for … Continue reading Textual paralanguage in marketing communications: tips for getting it right

Customers who forget to buy: what marketers can do

“Ah, I forgot to buy that.” In today’s multitasking, multidevice world, forgetting to purchase something happens pretty regularly. In fact, consumers forget to buy about 30 percent of items they intend to purchase. Typically, this doesn’t occur with big-ticket transactions, like buying a new large-screen TV. Forgetting to purchase something occurs more often when buying … Continue reading Customers who forget to buy: what marketers can do

8-Second Pitch: What Snapchat, Twitter and Your Marketing Approach Should Have in Common

In today’s sensory-overload, instant-access, omnichannel world of consumer marketing, the fight for exposure and attention has never been harder. As we’ll detail below, you’ve got roughly eight seconds to make enough of an impression on someone that they’ll continue interacting with you. If you’re spending a significant amount of brand marketing budget on social media … Continue reading 8-Second Pitch: What Snapchat, Twitter and Your Marketing Approach Should Have in Common

Lighting the Torch for Your CMO: 5 Tips for Igniting Your Marketing Efforts

As recently reported by IBM’s Global C-Suite Study, CMOs at industry-leading “Torchbearer” companies set their brands apart by developing deeper customer experiences and by working harder to understand their customers’ journeys. . For marketing practitioners, managers, and directors, the question becomes, “Is my organization a torchbearer?” If so, how can you help your CMO maintain … Continue reading Lighting the Torch for Your CMO: 5 Tips for Igniting Your Marketing Efforts

Cognitive Business: 2 Areas to Focus On

During the recent Fortune Most Powerful Women Summit, IBM CEO Ginni Rometty discussed a new business model that will dramatically improve how we interact with our customers: “When digital business marries up with … digital intelligence, it is the dawn of a new era — cognitive business. When every product, every service, how your run … Continue reading Cognitive Business: 2 Areas to Focus On