My first exposure to account-based marketing was using a hyper-personalized email campaign to grow our solution adoption in eight enterprise accounts of a software company where I worked. That was five years before the phrase account-based marketing (ABM) was coined...
If you read the current headlines, you may be sorely tempted to slam on the brakes when it comes to marketing and investing in it. Let’s not forget the same happened during Covid lockdown and now with the talk of recession comes the fear of investing too much too...
Diversity and inclusion are hot topics right now, both in mainstream society and in marketing. When it comes to B2B technology marketing, it’s common to have some fear around change or stepping outside your comfort zone.
In the last couple of blog posts we’ve covered content creation by utilizing blogs, content from a publisher (Microsoft, Sage, Intacct, etc.), existing customer stories, and case studies. We’re definitely not out of ideas at this point and to highlight that, I...
Many organizations struggle with content creation – not knowing where to start, and what that content should cover. Have you ever considered the goldmine you’re sitting on? That goldmine is called your ‘existing customers’. They found you somehow, they’ve worked with...
There is certainly a big buzz today about content creation, content curation and how to go about finding the resources to help you build that content. In fact it can be a paralyzing conversation so much so that many resellers just don’t get started with content. Here...
Fonts to Use in Marketing Today’s younger generations probably have little idea what I mean when I refer to ‘using Times Roman’, the one and only font choice we had for a very long time. It always reminds me of how unsophisticated, technology speaking, we used to be....
This next series of blogs will cover the topic of how to make your email more effective. First up is ‘effective headlines’. As an avid reader of BBC News, I always wondered how they got me to open up and read their news articles. Maybe it’s because I grew up in a...
Picture the scene … you’ve got your feet up, a cold drink in your hand, palm trees are swaying in front of you, your mind wanders and shucks, you remember that you forgot to write your blog post for the week. You promptly fall out of your deck chair and wonder how the...
In the last two blogs we focused on easy ways to keep your website fresh and ensure your social media and marketing execution continues while you’re on vacation. That sounds great; however, you need to back up a couple of steps … what are you actually going to put...
Marketing Automation: All From the Shores of Lake Tahoe As I am sitting here on the beautiful shores of Lake Tahoe, I can't help but think about marketing automation and how great these tools are! Especially as I sit here on vacation in the crisp California...
The kids are out of school and the ‘morning chaos’ takes on a new meaning. Instead of getting grumpy kids out of bed early in the morning, fixing them breakfast, packing lunches or backpacks and delivering them to school on time, you’re now focused on every parent’s...
Website Marketing We have no control over who visits our website or where they are clicking. What we do have control over as marketers is our website marketing, and what our visitors see and experience. With that said, it is more important than ever to think about how...
Differentiation: Show Your True Colors Differentiation is key in marketing. And you want to sell to more customers, correct? And you want your website to do the most of the work for you, I’m sure? What state is your website in? Is it appealing? Does it say what you do...
Company Branding The lyrics to ‘Road to Nowhere’ by the Talking Heads starts out with: WELL WE KNOW WHERE WE'RE GOIN' BUT WE DON'T KNOW WHERE WE'VE BEEN AND WE KNOW WHAT WE'RE KNOWIN' BUT WE CAN'T SAY WHAT WE'VE SEEN The lyrics are reminiscent of the way many...
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