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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 …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …

Marketing modernization is allowing brands to connect with customers with more agility and scale than ever before. But to what end? With all this power and capability – from machine learning and data-driven decision-making, to personalized content experiences – marketers have had to rethink their engagement approach. They can no longer blast message after message into the …

Technology. It’s all around us. Here to (supposedly) make our lives better, both personally and professionally. Sometimes it does, and sometimes, let’s face it, it’s just a bad case of ‘shiny new thing syndrome.’ As we’ve been preparing the Technology Issue of Brand Quarterly, I’ve spent a lot of time considering what technology means to …

Technology marketing used to be so easy. But there have been seismic shifts in the B2B marketing landscape, causing turmoil in our go-to channels. One bright spot; however, has been the emergence of influencer marketing. Influencers have undoubtedly become a mainstream channel for consumer-facing brands, but how does it impact those of us in B2B …

You’ve heard it all before. “The customer is best. The customer comes first. The customer is always right.” So how do you get your business in the customer-centric mindset? You need to establish a goal of providing a positive experience before, during, and after the sale in the hopes of earning repeat business and referrals. …

Shopper research is a cornerstone of robust research programs for brands that seek to engage customers with products in store, or for retailers vying to provide experiences that will keep customers happy and spending money in their stores. Shopper research is often performed in live or mock retail environments, where researchers can view shoppers’ behavior …

In September at Content Marketing World, Robert Rose and I will launch our (combined) sixth book called Killing Marketing. The core principle is that we’ve been misusing the marketing function for years. Marketing, in its truest form, was actually meant to be a profit center. While Robert and I were doing our research for the book, …

Everyone’s talking about the endless possibilities for innovation at the intersection of luxury and technology. We tend to forget that, caught up in the race for everything to be faster, better, and more seamless, simple experiences are usually the best. Sometimes, our five senses are quite enough. Not that the luxury industry hasn’t noticed. This …

Often, when we think of brand strategy, we think of our customers in terms of how they perceive us as a company, product, or service. And when it comes to communicating and interacting with customers, there’s always a brand strategy guideline that guides organizations through every step of the way. However, as times have changed, …

Marketers have got the message: data matters. Yes, we’re getting data-savvy, but many marketers still aren’t getting the full value out of their data. By now, we’ve all started using data to measure progress, spot opportunities and reach new audiences. The problem is that many marketers are doing so independently or in a silo. But …

Following its launch on July 6th, 2016, Pokémon Go quickly became a global sensation, breaking app download records within its first week. By the turn of the year, its creators, San Francisco-based software developer Niantic labs, had generated $1 billion in revenue. As a result, summer 2016 was seen by many as the breakthrough moment …

Engagement. When we hear the word, we may think of a young man getting down on his knee and asking his true love for her hand in marriage. Or, we may think about our own engagement and the joy we felt at that one moment in time. Could it be we think of the buzzword …

According to a recent study by Steelcase, workplace disengagement is a widespread problem around the world. In fact, one-third of employees across 17 major global economies are disengaged. There’s reason for business leaders to be worried about this: The study also found a strong positive correlation between employee engagement and company profits. Furthermore, there’s also …

In banking today, the advice of Theodore Levitt (an American economist) holds true: people don’t want a quarter inch drill, they want a quarter inch hole. Banks must solve a problem not sell a product. To do this, they need to be customer-centric, understand the customer journey and the different touch points, and offer customer …

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