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...

Showing Them the Money

"The New Paradigm." That’s how Philip Kotler, the 77 year-old pioneer of marketing theory, described it.Decked out in suspenders and a black cap, he was referring to the ideas in a recently published book called Value Merchants. I took Kotler’s...

Tibco Architects Thought Leadership

Let’s face it. When you’re in the business of selling technology that connects different types of corporate computer systems together, things can get pretty dry. And, predictably, most marketing messages that come out of this space are pretty dry techspeak. Vendors...

The Top 5 Issues Facing B2B Marketers

What are the key issues facing B2B marketers? According to MarketingSherpa’s Sean Donahue (who spoke last week at the Demand Generation Summit in San Francisco), the top 5 issues are as follows: The Growing Committee. Sales cycles are now being extended and...

Valuing Value

If you want to be an innovative B2B marketer, you should take a close look at companies in the most commoditized B2B industries. The prospect of a hanging, as they say, can concentrate the mind. Well, if you sell ball bearings or cement or industrial chemicals,...