Something we’ve focused on from day one at our technology startup is content marketing. Granted, it’s become a bit of a buzzword subject over the past year or so. With everyone jumping on the bandwagon it can feel well, a little meaningless. Here’s why it’s not. When Content Marketing Works The thing about content marketing, …

For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Once upon a time, there was no internet. We lived with getting our stories from the television, the wireless (the radio to you), newspapers and from the bloke in the pub. Life was simpler in some ways. I remember the exciting talk around the office in 1993, when some bright spark had managed to get …

Customer experience is a top priority for executives – 89% of companies expect to compete mostly on the basis of customer experience, and by the year 2020 customer experience will overtake price and product as the key brand differentiator. And yet, many organizations don’t have a clear strategy for how to create a cohesive, robust …

Most marketing professionals have heard the CEB statistic that 57% of the buying process is complete before a ‘customer’ even contacts the supplier, and that marketing-sales consistency will come in handy during the last third of the journey. However, in the B2B market, this journey is notoriously longer than in B2C. Ensuring this drawn-out journey …

Marketing organizations have long been seen as cost centers by the C-suite. Although marketers have made many strides to overcome this challenging internal position, many CEOs, investors and other key stakeholders who view the world in terms of return on investment (ROI) just can’t see marketing as an investment with positive returns, sometimes rendering marketing …

You’re a grocery store owner, and you have four customers in the checkout line. That’s the good news. The bad news is that they won’t go away. Thought The first customer walks in with a purpose and heads straight for the pasta aisle. She just got off work and she’s got a flight to catch …

Marketing is about so much more than turning a prospect into a sale: it is about getting inside the mind of the consumer, and turning an indifferent, disinterested person into a loyal, long-term customer who is passionate about your brand. Incentives are one of the most effective ways of doing this – but only when …

, something that could have saved myself and others a great deal of time earlier in our careers. Which, as we’ll see, is ironic because many businesses regard ethnography itself as time-consuming and costly. The Wrong Research Methodology To appreciate the role of ethnography in creating brand experience, it’s important to first consider how research …

Content Marketing is here to stay.  There is a broad and compelling consensus that content is the key to unlocking thought leadership, brand leadership, market leadership, and effective demand generation programs. In most B2B marketing approaches, this means blogs, e-books, white papers, case studies and compelling email and demand generation programs built around these. However …