Getting real about demand generation: Expectation vs. reality

Getting real about demand generation: Expectation vs. reality

Demand generation. These two words often cause anxiety for B2B marketers because they frequently come attached to unrealistic expectations. Business leaders tend to think that creating demand is solved by executing a few digital marketing tactics or implementing a marketing automation tool. In reality, demand generation is much more complex. (more…)
Read More
What is this “Voice of the Customer” thing and why is it so important?

What is this “Voice of the Customer” thing and why is it so important?

There are several types of primary marketing research that businesses can use to help them gain valuable business insights.  Many companies are looking for opportunities to become more customer-centric in their offerings, messages, and brand experiences. In that process, Voice of Customer research is growing in popularity. (more…)
Read More
Hiring a Marketing Leader Part 3: It’s Going to Get Messy (and that’s good!)

Hiring a Marketing Leader Part 3: It’s Going to Get Messy (and that’s good!)

In parts one and two of this series, we talked about how difficult — and risky — it is to hire a marketing leader. Turn-over is high and so are the expectations for this role. In the second article, I outlined a couple of expectations that will help you start strong as you bring on a new marketing leader. But fair warning: In this article, things are going to get messy. I want to shed some light on what will likely need to happen to build a strong…
Read More
Hiring a Marketing Leader Part 2: Start Strong With Realistic Expectations

Hiring a Marketing Leader Part 2: Start Strong With Realistic Expectations

In part one of this three-article series, we established that it’s become increasingly difficult — and risky — to hire a marketing leader. Turn-over for CMOs is higher than any other role in the C-Suite, and the skills required from today’s marketing leaders are very different than they were a decade or two ago. (more…)
Read More
Hiring a Marketing Leader Part 1: Why It’s Hard

Hiring a Marketing Leader Part 1: Why It’s Hard

Hiring the right marketing leader has become increasingly difficult. Growing businesses need experienced marketing direction, and they can't afford to get this hire wrong, as the fallout can be serious. A bad hire in the marketing leadership role is not only painful from a talent turn-over and expense perspective, but runs the risk of damaging the company’s overall brand reputation, culture, and revenue potential.  (more…)
Read More
Make a “NOT-TO-DO” List for Marketing in 2019

Make a “NOT-TO-DO” List for Marketing in 2019

Isn’t the New Year great? It’s time to bust out those resolutions and ring in the start of a new calendar by making a change that brings something positive to your life. Many of us will sit down and write out a list of “To-Do’s for the New Year.” (more…)
Read More
Marketing Metrics that Matter (and how to avoid Random Acts of Marketing)

Marketing Metrics that Matter (and how to avoid Random Acts of Marketing)

I have the best job in the world. I get the privilege of talking with leaders of small and mid-size businesses about their growth plans and strategies. Each time I meet with someone, I learn something new. But I also notice a lot of recurring themes. One of those themes is metrics. Every time a conversation turns to marketing, it almost invariably, without fail, gets to the challenge of measuring marketing success.   (more…)
Read More