It’s probably data quality — labor intensive, behind the scenes stuff.
Good data is like jet fuel. The plane is beautiful and lovingly engineered, and it’s the part that the users actually see. But that gorgeously branded vehicle isn’t going anywhere without some liquid nourishment under the hood.
Kudos to by Ben Bradley at Macon [...]

Is lead nature — who the prospect is — that matters in B2B marketing?

Or what I do to keep in touch and build a relationship — lead nurture — that predicts lead value and conversion to sales opportunity?

In a world of limited time, finite means, and pressure for results, what not to do?
When marketing is under-resourced, it tends to stop listening to the customer (if it ever did), because listening requires a cessation of action. What happens next? Recycling whatever you said and did in the last campaign. Talking to all [...]

Which of these is true for your company? How are you going to fix it?

Your customers are focused on their own issues — and don’t see you as relevant to those concerns. Are you talking to the wrong people or companies? Are you trying to sell too broadly? Do you simply need to better [...]

Book report time. This one is good summertime reading – lightweight, and short.
The Elevator Summary: A witty lampoon highlighting the jargon, obfuscation, and paint-by-numbers habits which cloud business communication and impede selling.
Standout Moments: The chapter “You’ve Been Templatized.” A favorite nugget:  “Business idiots are the sheep that use any shortcut available to automate their voice, [...]

Pretty marketing:
…Does all the things it’s supposed to do.
…Is entirely unobjectionable.
…Often passes extensive legal and functional reviews with flying colors.
…Probably follows the brand standards and logo usage guidelines pretty well.
…May be professionally produced.
…Looks great.
Unfortunately, it also sounds just like everyone else in our space. Maybe it doesn’t even clearly state what the company does.
Gritty [...]

A friend and colleague was recently describing common failings noticed at marketing departments, especially in startups, with a number of companies where he has consulted (not as a marketer).
His first observation:
What marketing VPs do often looks like voodoo to him. And a lot of it looks like a me-too game. “If I pull up our [...]

Question: “I see a logo (or matching stationery, rebranding, whatever) as an investment. What should I spend to make a beautiful brand for myself?”
Answer: As a marketer, I can’t care too deeply about the logo until something is actually happening.
Why? Your first customers won’t buy because of the logo. They’ll buy because they need something [...]