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Two Motivations for B2B Marketers

There are two primary motivations marketers need to address in their messaging: Making the target business more money Taking away some sort of pain for the target business Seriously, all B2B buying boils down to these two motivations. While #1…

Using Remarketing for Nurture Campaigns

Most enterprises utilize some sort of marketing automation tool to deploy their nurture campaigns. This usually takes the form of emailing current or perspective customers (hopefully) useful information to keep them engaged and the marketer’s company top-of-mind. According to a…

Timing Isn’t Everything

There’s a famous marketing adage that good marketing is “delivering the right message, to the right person, at the right time.” Lots of people say it and talk about it, but few people do it. If you’re trying to solicit…

Not everything that can be measured matters

There are a lot of metrics and measurements out there. In fact, thanks to “Big Data” and cloud computing there are more measurements and metrics than there ever have been previously. CTR. Quality Score. Average Position. CPM. CPC. Click-to-conversion. ROI.…

I Enjoy Being Wrong

Believe it or not, I enjoy being wrong. Many, many people would feel uncomfortable with the possibility of being wrong. Some people avoid being wrong at any cost. They feel as though if they’re wrong, then they are lesser somehow.…

Marketing to Intent

The biggest problem with marketing today: marketers (or even worse advertisers) who cram their message down consumers’ throats. Marketers are creating messages in a vacuum, in conference rooms with white boards, without listening to their customers. Marketers are creating content…

Audience monetization

Audience monetization isn’t a new concept (thought the phrase has only been used in the last few years), but it is gaining ground in the age of “Big Data”. If you aren’t familiar with audience monetization here is the basic…

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