Are B2B Marketers Acting like Mad Men?

Matthew Weiner, the man behind AMC’s hit show Mad Men, describes the fellows at the Sterling Cooper ad agency as dinosaurs. I’m wondering if many of today’s B2B marketers, who are now obsessing over new technology and its promise of scientific certitude, may soon find...

Winning in the Guidance Economy

Superior guidance, as I see it, is the new source of competitive advantage and profitable growth. Why is that? It’s because buyers in both the B2B and B2C worlds are sick and tired of being blindsided by unexpected events. Think about the tech bust at the turn...

Custom Media Eclipses Traditional Media

Even as marketers draw back from advertising in traditional publications, they continue to aggressively invest in custom publishing. This enables them to create relevant content that  speaks directly to their intended audiences, helping them develop new business and...

Marketing Transforms into Publishing

Why is content more important than ever to marketing success? That’s the question that three marketing experts — Joel Granoff, founder of BeGreeted, Joe Pulizzi, founder of Junta 42, and Brian Massey, a "conversion scientist" who produces the...

Content Marketing Gets Attention

What does it take to seize customer attention? That’s the question that every marketer must now address. The methods of the past are no longer working. What will? Two words: Content Marketing. That’s the view of Joe Pulizzi and Newt Barrett, authors of the...

Framing Issues and Painting Pictures

Who are today’s top business gurus? That’s the question asked in a recent article in the Wall Street Journal. It was an intriguing piece because it shows us who is framing the high-level issues that influence today’s boardroom discussions and...

B2B Marketers Embrace Custom Content

Custom content is an increasingly critical aspect of the B2B marketer’s portfolio, according to a new study by Junta42 and B2B Magazine. In order to strengthen their positioning and generate more leads, marketers are investing more actively than ever before in white...