By Jill Richards & Johannes Hoech There is no doubt that the COVID-19 pandemic has impacted people and businesses. Many of us are now working from home and trying to stay productive amidst a barrage of unsettling and sometimes confusing news. But what is productive at this moment? How do we, as B2B marketers, set […]
We’re at the knee of the COVID-19 infection curve in the US with several thousand confirmed; new infections already announced this weekend (the date of this writing is March 15, 2020). Most logistic curve simulations of the virus’ spread suggest a doubling of total infections every 4 to 6 days until containment methods like social […]
“Oh my,” you say, “not another blog about segmentation, something I know a lot about. I learned about market segmentation back in my Marketing 101 class.” Well, digital marketing and machine learning leave much of that old class material in need of severe upgrading and updating. So, don’t click that back button quite yet and […]
Emotions are powerful and the biggest emotional motivator of all is fear. There are two types of fear. The first is real. It gets triggered when facing actual, life threatening situations. The second is psychological—these are things we make up in our own minds because we’re afraid of failure, losing a job or missing an […]
Recently, I spent some time in Manhattan. This was after a long absence since my Business School and McKinsey days in the late 1980s. I had been asked to head up marketing for a private equity-owned security software startup as its Chief Marketing Officer. I was eager to go to Manhattan. I remembered how advanced […]
The number of marketing professionals proficient in marketing automation and ABM is surely greater than those that identifiably advertise an official credential or deep ABM expertise on their LinkedIn profile. But probably not by much; marketing people tend to be good at marketing, and so it stands to reason that if they have the skill, […]
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