Most creative individuals — whether we’re talking about rock stars, actors, or artists — don’t start with the audience in mind. Although they deliver content that appeals to widespread audiences, the creative process often begins as a personal journey.
Even though Steve Jobs is gone, Apple remains a premier storyteller in tech. Not every company is ready to emulate this example, but Apple provides a shining example of how to transform product messaging into authentic conversations.
We often talk about sales and marketing alignment, but there’s another alignment that needs to happen: marketing and IT. It would behoove us all to get these disparate departments on the same page.
As marketers, trying to keep up with today’s fast-changing marketplace can seem like a herculean task. Not only are there dozens of channels (everything from traditional print to the wide array of digital channels like social media and email, just to name but a few) but there is often increasing pressure on marketers to bring in more leads with fewer resources. To say marketers are stuck between a rock and a hard place today would be an understatement.
By combining the talents of many different diverse individuals, from executive to technical staff to content marketing teams, businesses can effectively SEO themselves and position themselves for years or even decades of success.
Software providers have responded to the demand of an ever-expanding, technologically evolving marketing realm with “plug and play” marketing solutions that promise to handle everything at the push of a button. It might sound like a dream come true, but is it?
We can get so caught up in the product and features that we forget who it’s actually for and why they benefit from it in the first place. “It's not about your products first and your company second. It has to be about the buyer. The buyer's at the center of the world." It has to be a marketing strategy based on the experience itself.
The binge-watching phenomenon has taught cable networks and digital content providers important lessons about customer preferences. The behavioral shift also offers invaluable insights for savvy marketers about messaging, storytelling, and customer delight.
By rebranding the city as America’s farm-to-fork capital, Visit Sacramento rewrote its narrative and brought it out of the Bay Area’s shadow. Sonya saw an opportunity to take advantage of the rising popularity of foodie culture while expanding Sacramento’s brand. Most importantly, the shift inspired residents to become brand advocates for their hometown.
With the advent and popularity of Artificial Intelligence (AI) and solutions based on it, there’s been a lot of discussion about which jobs will be replaced by increasingly intelligent technology. Previous jobs were eaten by the information age and gave birth to the Knowledge Worker. So what comes next? The Wisdom Worker.
Technology is constantly changing the way we live. From self-driving cars and omnipresent chatbots to automated marketing tools, it sometimes feels like humans are being edged out by our robotic overlords instead of fulfilling "the promise that technology allows humans to be better humans."
Personalization is all the rage in marketing, and for good reason. In a B2C context like e-commerce, it can dramatically improve shopping experiences but personalization in the B2B world is a completely different animal.
By now, most marketers have been schooled on the importance of lead nurturing. We know that, according to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. And we know that in order to keep our sales teams happy, we should educate and engage prospects before we pass them off to sales. But how do we nurture leads beyond the inbox?
Can you really talk about something as “way back when” when the “back when” is really just 20 years ago? Well, you can when something as significant as the rise of the internet sits in the divide. So here we are, talking about “way back when” in the late 90’s…
The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and need to have with us.
Our audiences don’t just want experiences from us as brands. They want creative experiences. They want us to surprise and delight them. But instead of doing just that, we marketers fall back and resort to the same old everything that we’ve always done, succumbing to all the reasons we hear about the ridiculousness of creativity.
Nurturing a lead shouldn’t be a disjointed series of assets delivered sequentially. It should reflect a progression of narrative, focused on the customer and across channels to create a connected experience.
“When you think about people’s needs, you need to ask yourself what you already have that can help. The harder thing is aiming to meet the wants of your customer. That’s harder because those wants usually require something that you haven’t created yet.”