The Key to Deep Personalization at Scale – the 65/75 Rule
By Scott Gillum Estimated read time: 6 Minutes You’re damned if you do, and damned if you don’t. This expression applies when trying to create and execute “personalized” campaigns. As defined by Google’s Gemini, “personalized campaigns in B2B marketing means tailoring...
The Key to Deep Personalization at Scale – the 65/75 Rule
By Scott Gillum Estimated read time: 6 Minutes You’re damned if you do, and damned if you don’t. This expression applies when trying to create and...
More Insights
Carbon Wins Two Industry Awards for Web and Logo Design
Being a boutique agency, we don't usually have the time or resources to do an award submission. In fact, this is the first and only time we've done...
Make Time for Time Management
There is a screenshot on my desktop that serves as a reminder. Every few months I click on it to remind myself of an important lesson not learned...
The 4 Types of Content Buyers Want
As previously published on 9/11/24 in MarTech Create high-impact content by understanding buyer preferences and leveraging existing assets. We now...
How to Build a Better Buyer Journey Using Customer Behavioral Data
As previously published on 8/1/24 in MarTech Struggling to connect content with your buyer's journey? Here's how to leverage personality insights...
Why B2B Marketers Get Their Signals Crossed
As previously published on 7/11/24 in MarTech Did you know that you have your own intent data, you don’t need to buy it. If you are executing...
Corporate Cultures
By Scott Gillum Estimated read time: 3 Minutes Want to take your ICP's to the next level? Try using personality based marketing to understand...
Gone In 30 Seconds
As previously published on 6/4/24 in MarTech 6 Things you need to consider now to catch up with your audience In the movie “Gone in 90 Seconds”...
How to Use Personality Based Marketing to Create Breakthrough Content
By Scott Gillum Estimated read time: 2 Minutes The image above is a simple illustration of how people with different personalities would write a...
Why Relying on AI Won’t Improve the Customer Experience
As previously published on 4/15/24 in MarTech Creating memorable experiences goes beyond integrating AI. Focus on small touches, employee...
The B2B CEO’s Social Media Checklist
As previously published on 3/12/24 in MarTech Gain insights on transforming social media from a tactical afterthought to a strategic revenue driver...
Here’s what happened at B2BMX 2024
As previously published on 3/7/24 in MarTech Every year, B2B marketers gather in Scottsdale, Ariz., to mingle and talk shop. This year, they talked...
Scott Gillum: Spotlight on the expert.
As previously published on 2/28/24 in MarTech When he was a kid, Scott Gillum dreamt of running a business. He made his dream come true with a...
We Forget that AI is Really Just Artificial Human Intelligence
As previously published on 2/15/24 in MarTech In the movie 2001: a Space Odyssey, the astronauts come to the frightening realization that Hal, the...
Why can’t AI content generators just follow the rules?
As previously published on 1/19/24 in MarTech Maybe one step in the right direction would be ensuring that AI content generators properly cite their...
Does posting on LinkedIn make you a better lawyer?
By Naheed Somji Carbon Design Social Media Strategist Estimated read time: 5 Minutes A lawyer friend of mine listened to the “marketing guy” drone...
The Sales and Marketing Catch 22
As previously published on 12/11/23 in MarTech Catch-22, written by American author Joseph Heller, was published in 1961 and is often cited as one...
5 reasons why the martech landscape will reach its peak in 2024
As previously published on 11/9/23 in MarTech Investment is slowing, budgets are shrinking and generative AI threatens disruption. Here's why 2024...
B2B social media ‘sweet spots’: What’s working and what’s not…
As previously published on 10/11/23 in MarTech By Scott Gillum Estimated read time: 6 Minutes Explore strategic vs. haphazard approaches in B2B...
How to use AI personality profiling for B2B engagement
As previously published on 9/21/23 in MarTech By Scott Gillum Estimated read time: 5 Minutes Learn the benefits of AI personality profiling, from...
Are You Missing What Customers Value Most?
By Scott Gillum Estimated read time: 2 Minutes Here's an observation for my friends in tech marketing. Above is an extract from research we recently...
The MarTech Conference is coming soon
Join Scott on the 27th at 11:35 am to hear how to take your ABM program to the next level or perhaps learn how to address some of the issues that...
Do You Sell Hope?
By Scott Gillum Estimated read time: 3 Minutes Insight from Best-in-Class Companies After combing through hundreds of customer, employee and sales...
What Companies with Exceptional NPS Scores Tell Us About What We Sell and How We Retain Customers
By Scott Gillum Estimated read time: 5 Minutes Insight from buyer and employee research from 20 companies with 70+ NPS scores Are customers just...
Artificial Intelligence + Human Intelligence = Success, or is it Artificial Intelligence – Human Intelligence = Failure?
As previously published on 6/28/23 in MarTech By Scott Gillum Estimated read time: 5 Minutes What if they are wrong? When responding to questions...
5 Steps for Building a Recession Grade ABM Program
As previously published on 6/7/23 in MarTech By Scott Gillum Estimated read time: 5 Minutes 5 Steps for Building a Recession Grade ABM Program ...
B2B Audience Insight, NOT Content is the “Killer App” for AI
As previously published on 5/16/23 in MarTech By Scott Gillum Estimated read time: 5 Minutes Less than 10 minutes after the release of Chat GPT 4 I...
How Website Disasters Uncovered 5 Critical Tips To Ensure a Successful Launch
By Scott Gillum Estimated read time: 5 Minutes Last week we finished a new website for a client. It's the third time in the last 2 years we've been...
What the Hell Happened to ABM
Estimated read time: 5 Minutes Once upon a time, Account Based Marketing (ABM) was a strategy – a very smart strategy, aimed at the biggest, most...
AI Enabled Creative Inspiration Engines for B2B
By Scott Gillum Estimated read time: 5 Minutes Imagine adding one of the world’s greatest artists to your creative team. Or, how about saving time...
What Does the Future Hold?
By Scott Gillum Estimated read time: 5 Minutes Off we go into 2023! For us, 2022 was an odd year. The first half was on fire. The second half…it was...
“Emotions” Don’t Drive B2B Emotions, This Does…
As previously published on 12/8/22 in The Drum By Scott Gillum Estimated read time: 6 Minutes A dozen or so years ago, we learned that B2B buyers...
An Easy Hack for Improving B2B Messaging Effectiveness
As previously published on 11/15/22 in The Drum By Scott Gillum Estimated read time: 5 Minutes There is a very good chance that your messaging is...
The Real ROI for ABM is in Account Based Management, not Marketing
As previously published on 11/3/22 in The Drum By Scott Gillum Estimated read time: 5 Minutes Regardless of what the economists are saying,...
Understanding Personality Types
Why hasn’t sales performance improved since I carried a bag 30 years ago? It’s fundamental, despite millions invested in tools, we still don’t...
Reignite stalled deals and create ABM programs that produce results – now!
xiQ and Carbon Design are partnering to offer ROI-focused professional services built on xiQ's Sales Xelerator platform that help sales teams...
6 Things You Need to Know About the Most Difficult “Blocker”
By Scott Gillum Estimated read time: 5 Minutes The last of our four part series on how to navigate decision making blockers. If your pipeline is a...
6 Things You Need to Know About Influencer “Blockers”
By Scott Gillum Estimated read time: 5 Minutes The third installment of our four part series on how to navigate decision making blockers. Nothing...
6 Ways to Engage Champion “Blockers”
By Scott Gillum Estimated read time: 5 Minutes The second of four part series on how to navigate decision making blockers. Plot twist…in all of our...
Please Stop Saying “Does it Scale?”
As previously published on 7/5/22 in The Drum By Scott Gillum Estimated read time: 5 Minutes Somewhere along the way, B2B marketers have been...
6 Ways to Get Through and Around Challenger “Blockers”
By Scott Gillum Estimated read time: 5 Minutes This is the first of four part series on how to navigate decision making blockers. We’ve all...
Case Study: How Sales Sabotaged Good Marketing
By Scott Gillum Estimated read time: 3 Minutes One of the biggest concerns for marketers is watching their hard work doing buyer research,...
Why Referrals are a Better B2B Corporate KPI than Net Promoter
As previously published on 5/17/22 in The Drum By Scott Gillum Estimated read time: 5 Minutes Fred Reicheld developed the Net Promoter Score in 2001...
Can We Have True Personalization without a Person?
As previously published on 3/14/22 in The Drum by Scott Gillum Estimated read time: 5 Minutes Let’s give credit where credit is due, most B2B...
Virtual #B2SMBI Forward 22 Conference NOW Available OnDemand!
Is your ABM program not producing the results you hoped? Hear Scott describe how Personality Based Marketing (PBM) can improve ABM success during...
What It’s Like Managing the Needs and Demands of Today’s Workforce
The employee revolution we’re now experiencing has been coming for years. The “canary in the coalmine” is, and has been Gallup’s Employee Engagement...
Here’s Why, Despite Million Invested in the MarTech Stack, B2B Performance Still Sucks
As previously published on 1/26/22 in The Drum by Scott Gillum Estimated read time: 5 Minutes Does the answer to improving B2B marketing success tie...
The Meat of the Brand that B2B Marketers Always Forget
As previously published on 11/4/21 in The Drum by Scott Gillum Estimated read time: 5 Minutes Business-to-business (B2B) sales can be tricky, but...
New E-Book on Personality Based Marketing
It started with a simple question: why hasn’t B2B sales and marketing performance improved? Despite advances in strategy and the industry’s massive...
WVU Marketing Horizon Podcast
Scott was a guest speaker at the WVU Marketing Horizon podcast, a sub-series of WVU Marketing Communications. Marketing Horizons is...
3 Pathways To Accessing ‘Locked-In’ B2B Mindsets
As previously published on 9/9/21 in The Drum by Scott Gillum Estimated read time: 5 Minutes I went for a bike ride on a trail that I’ve traveled...
Feel lost? Understanding the hidden B2B buyer’s journey
As previously published on 8/5/21 in The Drum by Scott Gillum Estimated read time: 4 Minutes Years ago, doctors treated gastric ulcers as a chronic...
10x YOUR SALES PRODUCTIVITY Webinar
10x YOUR SALES PRODUCTIVITY by Understanding The Dynamics Of B2B Buying Groups The on demand version of the xiQ, Inc. webcast with Usman...
The Most Important Driver in B2B Sales… and No One is Measuring It.
As previously published on 7/7/21 in The Drum by Scott Gillum Estimated read time: 5 Minutes Selling something to someone is risky...for them, not...
The Real Audience for B2B Marketing is…
As previously published on 5/21/21 in The Drum by Scott Gillum Estimated read time: 4 Minutes Not the “C-Suite.” Sorry if you were hoping to hear...
How To Productize Professional Services IP
Productizing an organization’s intellectual property makes sense for many reasons. It can help build scale, improve valuations and create...
How ‘false positive’ personality types disrupt B2B intent data
As previously published on 4/16/21 in The Drum by Scott Gillum Estimated read time: 5 Minutes How ‘false positive’ personality types disrupt B2B...
Want to convert that B2B sale? You’d better be aware of these 4 buyer personalities.
As previously published on 3/22/21 in The Drum by Scott GillumEstimated read time: 5 Minutes B2B marketers are great at targeting customers, but...
How To Get A Better Return From ABM
Today there are an abundance of solutions available for sales and marketing, yet sales productivity still lags. On average, an ABM program could be...
Brand Transformation
With all of the changes and impact resulting from the pandemic, companies are repositioning their brand, offerings and services in the marketplace....
Carbon Quadrants: The What and Why of Personality Based Marketing
by Scott Gillum Estimated read time: 5 Minutes If you are a business marketer and your organization has more than 4 personas, keep reading. Making...
How The Pandemic Revealed the Way We Really Want to Work
As previously published on 1/22/21 in Mediapost by Scott Gillum Estimated read time: 5 Minutes With the rollout of the Covid vaccine, companies are...
The Future Of Selling
Face to face meetings are dead, at least for the foreseeable future. Companies have invested in sales enablement platforms without seeing a...
The 2020 Work Day Study: What a Work Day Looks Like Now
What would your work day look like if you could pick how you spent your time? When we founded Carbon Design three years ago we did it with the idea...
The Drum Digital Summit
On Friday, November 13th at 10am EST Scott Gillum, Founder & Chief Executive Office of Carbon Design spoke with a panel of industry experts at...
Can your agency grow effectively with a team of contractors?
Scott appears on Jason Swenk’s Smart Agency Master Class Podcast, the #1 Digital Marketing Agency Owner podcast for sharing the strategies and...
How AI Personality Profiling is Uncovering 3 Drivers of Poor Campaign Performance
Estimated read time: 5 Minutes This post ran original on The Drum on September 30th it can be viewed by clicking here Thank you Covid, we just broke...
Remote Work And Working In Costa Rica
Pixel506 is a tech company based out of New York and Costa Rica. Antonio Ramirez, CEO of Pixel506, sat down with Scott to discuss remote work...
In The Moment, Her Moment
by Scott Gillum Estimated read time: 2 Minutes I first heard it approaching the lake on my morning run. It was a “whoop” but I couldn’t place the...
Digital Marketing, New Challenges and Directions
by Scott Gillum Estimated read time: 2 Minutes Antonio Ramírez, CEO at Pixel506 and Scott Gillum, CEO & Founder of Carbon Design discuss what...
The Authenticity Bomb
By Jackson and Scott Gillum Estimated read time: 5 minutes Editor's Note: A father and son project often results in something being built. A...
Now Cyber Security?!
Covid, remote teams, layoffs, diversity and inclusion, trade wars, and now security risk? There is so much on the plate of CMO’s already, and now...
Getting Through This Together
by Scott Gillum Estimated read time: 4 Minutes Getting Through This Together. Our goal when we founded Carbon Design LLC was not to get rich or...
Build Your Personal Brand & Become a Trusted Advisor. *Webcast Now Available On-Demand*
by Scott Gillum Estimated read time: 3 Minutes Build Your Personal Brand & Become a Trusted Advisor. Now that we're online almost exclusively,...
Supporting Sales with Inbound Marketing
by Scott Gillum Estimated read time: 3 Minutes Episode 5: Getting Sales to Buy Into Inbound Marketing with Special Guest, Matt Stevens Supporting...
Run Your Race
by Scott Gillum Estimated read time: 3 Minutes I was out for a run this weekend and heard the footsteps coming from behind me. Soon, he was on me,...
WTF Do We Do Next – And Why
by Scott Gillum Estimated read time: 3 Minutes It's a good question given the current uncertainty of our world. When will the economy reopen, what...
WTF are We Going to Do Now?
by Scott Gillum Estimated read time: 3 Minutes No one had to say it because we all felt it. After months of research, repositioning the...
Making Working from Home, Work…
by Scott Gillum Estimated read time: 3 Minutes Making Working from Home, Work Barking dogs, crying babies, toddlers toddling, welcome to the reality...
What If Every Rep Was Trained On Challenger? Interview with Brent Adamson
by Scott Gillum Estimated read time: 1 Minute Given the popularity of our last video clip we are releasing another clip of Scott's interview with...
How Has Challenger Changed? Interview with Brent Adamson
by Katie Weisz Estimated read time: 1 Minute Back in September of 2019, CEO, Scott Gillum, had the opportunity to sit down and interview VP, Brent...
3 Things to Do in 2020 to Hit Your Sales Goals
by Katie Weisz Estimated read time: 1 Minute Just one month into 2020 and we already know that 50% of the sales force isn't going to make their...
LHH Rebrand
by Scott Gillum Estimated read time: 1 Minute LHH Rebrand. Is it enough just to give a company a new look? For Lee Hecht Harrison (LHH) the answer...
AQ Blog and Grill Feature: Reinventing the Market Agency Model
by Katie Weisz Estimated read time: 1 Minute CEO, Scott Gillum, had the chance to be a guest on "AQ Blog and Grill" with host, Alan Quarry. As Alan...
What Buyers Really Buy
by Scott Gillum Estimated read time: 8 Minutes “The best sellers are the people who make the product,” said my son as we were walking out of a store...
Our Top Four Posts of 2019
by Katie WeiszEstimated read time: 5 Minutes The beginning of a new year can be a perfect time to pause to reflect on all the things in life and...
The Machine of More
by Scott GillumEstimated read time: 5 minutes People, we have a people problem. The US unemployment rate once again hit a 50 year low at 3.5 percent...
UT Dallas Sales Leadership Summit
by Katie WeiszEstimated read time: Less than 1 minute Last month, our CEO Scott Gillum was invited to attend the UT Dallas Sales Leadership Summit...
Top Three Tips for Fall
by Katie WeiszEstimated read time: Less than 1 minute In September, CEO Scott Gillum sat down with VP at Gartner, Brent Adamson, to discuss the...
Surviving and Thriving in the Sales Culture as a B2B Marketer
by Katie Weisz Estimated reading time: 1 minute Scott sat down with an old friend and senior tech executive, Stephanie Anderson, to discuss how to...
10 Tips for Recession Proofing Your 2020 Marketing Budget
by Scott GillumEstimated read time: 4 minutes Over the last few months, I have had the opportunity to attend industry events, review new research on...
Artificial Empathy, Part Two
by Glen DrummondEstimated read time: 6 minutes Part Two in a two part series Recently, I published an article with a provocative observation. While...
The State of Sales and Marketing with CEO, Scott Gillum, and Special Guest, Brent Adamson
by Katie WeiszEstimated read time: Less than 1 minute The conversation of "Do we really need outbound sales anymore?" continued with another lively...
Why We’re Bad at Business Decisions…and How to Fix It
by Glen DrummondEstimated read time: 5 minutes Can we agree that making good business decisions is getting harder? For each business, the reasons...
The State of Outbound Sales with CEO, Scott Gillum and Special Guest, David Brock
by Katie Weisz Estimated read time: 1:00 minute When our CEO, Scott Gillum, posed the question "Do we really need outbound sales anymore?," it...
Do We Need Outbound Sales Anymore?
Do we need outbound sales anymore? We are at the intersection of inbound marketing and sales engagement. With the increasing sophistication of content management platforms and the risk associated with the sales person negatively impacting the information collection process, we face two very strategic questions for sales and marketing executives.
Framing: The Skill That Separates Innovators from Inventors
Does the competitiveness of your product, or even the success of your business depend on someone else changing their mind or practices? If so, then here’s an instructive tale.
Scott’s Interview with Author Carlos Hidalgo on “The UnAmerican Dream”
Scott had the pleasure of sitting down with author Carlos Hidalgo to discuss his new book, The UnAmerican Dream. The book talks about Carlos’ “journey to entrepreneurial triumph, and the simultaneous path to rock bottom.”
Brands Need Artificial Empathy. Here’s Why.
by Glen DrummondEstimated reading time: 7 minutes Part One in a two-part series Empathy. It’s such a defining human quality, you could say it’s in...
4 Lessons from Building a Lean Organization
by Scott Gillum Estimated reading time: 3 minutes First published in The Marketing Insider on June 7, 2019 Last year, our first full year in...
The Ten Things Customer Segmentation Should Help You Do Better
by Glen Drummond Recently we had a chance to discuss customer segmentation with a B2B marketer with a recurring revenue stream. The approach we...
Lucky Me – The Upside of Looking Down
by Scott Gillum The odds of it happening are 1 in 1500 or .0007%, about the same odds of being randomly selected to come onstage at a concert hall....
Unlocking Growth by Learning How to Message to the Value Chain
By Scott Gillum “Who invited marketing to the sales pitch?” It was said in passing, and intended as a joke, but the marketing team got the point....
Aligning Incentives: Imagining a B2B Demand-Gen Blockchain
by Glen Drummond, Chief Solution Architect Blockchain might be in the trough-stage of the “hype-cycle,” but there are some convincing arguments...
An Interview with CEO Scott Gillum
The following is an excerpt from an interview on Superbcrew.com Could you provide our readers with a brief introduction to Carbon Design? We address...
4 Ways “Overloading” Your Audience Impacts Marketing Performance
By Scott Gillum Remember that test? The one where you just froze? It was in high school or college...probably a standardized test. The one you...
The Limitations of Best Practices
By Glen Drummond How far have we really come since the Cluetrain Manifesto? It’s sad to admit, but arguably true, that much B2B marketing still...
Life-Work Balance and The Pursuit of Happiness
We really didn’t know what we were doing to start -- still not absolutely sure now. All we had to go on was a folder full of research and some...
What Sales Executives Can Learn from Kirk Cousins New Contract
The NFL season has begun and three games into the season Kirk Cousins is once again one of the top passers in the league. This is a position he’s...
Open Workspaces Don’t Work, but Outdoor Spaces Do
At first, I used to hide it, my dirty little secret. Someone on the call would say, “Is that a bird chirping?” Or they would notice that I didn’t...
5 Reasons Why Billable Time Models Don’t Work for Clients
Clients have complained about it for decades. Agencies have been wrestling trying to find a new model for years, but yet it still exists. Partly...
Did Winning the Deal Just Kill the Relationship?
The experience of selling our house has been a good reminder of the importance of goodwill in the negotiating process. We were fortunate to get a...
Taking the Leap: 6 Learnings from 120 Days in the Start-Up Journey
In my last post, I talked about the extreme highs and lows of my first 30 days in business, even threating to jump on a plane and run away from it...
That Awkward Feeling
I hadn't had that type of feeling in 20 years until today. It was back in grad school. I had a professor who taught a class on entrepreneurship. He...
Death of the “Company Man”
In the 90’s casual Fridays brought about the slow death of formal business attire in the office place. In the new millennium, mobile devices...
The Marketing Challenge of Selling “Human” Technology
We are in a “Digital Revolution” as futurist Ray Kurweil stated in a recent interview. With machine learning, artificial intelligence (AI), and...
6 Learnings From My First 30 Days in Startup Land
This is the view from my standup desk. On some days, I stare out the window at Regan National and fantasize about flying off to an exotic location...
The 5 “Ss” Marketers Want from Vendors
We’ve tried surveys, but they say one thing and then do another. One on one sessions, yep, tried those as well. How do we really know what our...
Running Uphills
Something odd happened the other day on my morning run. Deciding to ramp up my training, I grabbed my Garmin GPS watch and headed out. The goal was...
Why Amazon is the New “Google” for Buying
They’re referred to as the “Duopoly” of online advertising. Facebook and Google account for 75% of the US digital ad spend and almost all of its...
5 Tips for Getting the Most Out of Business Travel
We’ve all had those trips. An important business meeting takes you to a new city, perhaps on your bucket list, and all you see is the airport,...
Do You Know Your Andres?
There is a grocery store a few miles from my house. It’s small and older, at least thirty years in its current location. Usually, the shelves are...
Jeff Bezos’ Secret Message for Marketers
Marketers, channeling their inner Maverick (Tom Cruise’s character in ‘Top Gun') often find themselves thinking “I feel the need, the need for...
How Endpoint Computing Could Dehumanize Communication
Where does the signal to pull your hand away from heat originate? If your answer is the brain, you’ve already been burned. Instinctively, we pull...
11 Things To Do in Your 40’s
I posted this on LInkedIn last month. Surprised by the response, so I thought I'd share it here. One day you wake up and you’re 50. You’re the old...
Why We Are Ripe For AI
It’s coming, the “futurists” are saying that the hype about Artificial Intelligence is real. The reason according to Andrew Ng, chief scientist at...
CEB Challenger Marketing Webcast – March 8th
Last September, Pat Spenner, co-author of The Challenger Customer and I presented a webcast entitled Lessons from the Challenger Marketing...
A Breakdown of the Strategy Behind Bud’s Controversial Super Bowl Ad
We are emotional creatures living in a highly emotional world as recent events have shown. It’s a time when people often act, or react first without...
10 Tips for Fixing Your Conversion Problem — Permantly
The organization has a short-term ‘sales culture’ so almost everything marketing does is oriented to creating a lead. You know that there are larger...
The Importance of Finding “False Positive” Brand Advocates
‘Tis the season for Christmas catalogs. Tons of them roll into mailboxes across the country and, shortly thereafter, into recycling bins. In our...
Does Sales Need a New Model to Fix Its Performance Problems?
Last week Tibor Shanto from Renbor Sales Solutions mentioned in his post that I questioned the value of the sales organization. Given the...
Emotional Experience Mapping
Imagine this; you’ve booked a three-day trip to Miami. Would it make a difference in how you pack, the airline or hotel you select, even your...
Experience Clouds Are Changing The Game For Digital Marketers
By Scott Gillum and Paige DiPrete Modern marketers are “technology crazy,” constantly searching for the latest innovation to help them optimize the...
You No Longer Have an Excuse for Lacking Interactive Content
This summer we gave our intern, Paige DiPerte, the herculean task of helping us make sense of the constantly expanding universe of MarTech. In this...
7 Tips for a Great Agency Partnership
A few weeks ago, I participated in an interview with CEB's new Marketing Solutions group. The focus of the article, as they described it, was to...
Binge Buying
I’m a “binger.” I’m “all in” when it comes to consuming content and I’m not alone. Netflix reports that of it’s 40 million US subscribers, over 60%...
The Future of Mobile Advertising…Unless We Screw It Up
One morning a couple of months ago I got in the car and my phone said travel time to my office 20 minutes and traffic was normal. A new feature of...
How Marketers Will Win (or Lose) in the Age of Digitalization
Organizations are spending millions of dollars to “digitalize” themselves, as a way to become more agile and responsive to customer needs. As...
Why B2B Marketers Struggle Selling Brand Building Investments
Having a hard time convincing “the powers that be” to invest in the brand? Ever wonder why it’s so hard, why all they want from marketing is leads?...
3 Dirty Little Secrets About Marketing
Go ahead and get mad at me. Feel free to fill up the comment section below. I’m going to share our closely held secrets with sales people, skeptics...
The Bots Are Coming For Your Job
Gartner predicts that by 2018, machines will replace writers, authoring 20% of the content you read. Daryl Plummer, a Gartner analyst said that...
Telling is Selling?
My first job out of college was selling office equipment. The first thing I ever learned about selling (from my very Southern sales manger) was that...
Why “Cheating” Brands Break Customers’ Hearts
The Volkswagen scandal has already claimed the CEO. But could the damage also take down the company, or be the nail in the coffin for diesel...
The Paradox of Personalization in B2B Marketing
Just when we’ve convinced the organization that the key to our marketing communication success is personalized content, new research from CEB...
3 Mind Benders from Fortune’s Brainstorm Tech Conference
This year’s Fortune Brainstorm Tech conference in Aspen was an incredible experience. There were fantastic insights dropped by speakers like Rahm...
3 Hidden Reasons Why B2B Companies Have Hard Time Being Authentic
John Grant, author of The New Marketing Manifesto, states that, “Authenticity is the benchmark against which all brands are now judged.” If being...
Does All Work and No Play Make Marketers Dull?
Look at the tweet, then read the graphic. Why is the headline on this tweet by Spencer Stuart, “Majority of marketing leaders want to see data-and...
From SXSW to ISBM: Where Tech is Leading Us
Last week I had the opportunity to attend two conferences that spanned the horizon of marketing. I went from "hoodies" at SXSW to "blue blazers" at...
The Power of Creating an Emotional Connection with Buyers
For business, this is turning out to be the “year of the human.” Andy Goldberg, global creative director at GE, said in an interview with...
What Marketers Can Learn About Twitter From Pissed Off High School Students
Last month (January 6 to be exact,), the Washington, DC area received its first snow of the season. Dropping 3 – 5 inches of snow in the area, it...
What Content Marketers Can Learn from Typhoid Mary
Just in time for the cold and flu season, scientists have recently discovered that the “Pareto principle – the 80/20 rule” applies to infectious...
