Three tech trends B2B marketers need to know in 2017

Three tech trends B2B marketers need to know in 2017

This might be the bazillionth article you’ve read about 2017 trends packed with buzz words from current B2B vernacular. The difference is that I’ve included resources to help you make these trends actionable for your organization – or at least that’s my hope.

The technology underlying these trends is truly game-changing and requires close alignment and collaboration between sales and marketing. And when implemented with a well-defined strategy, it also allows marketing to have a measurable business impact, giving it an indispensable voice at the executive leadership table.

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The pendulum swings back to branding in 2017

The pendulum swings back to branding in 2017

Marketers have spent the last five years wading through terabytes of business and customer data, leaning hard on technology partners and agencies to help them make sense of it and figure out how to act on it. This shift has required CMOs and marketing leaders to develop a deep analytical skillset not only for themselves but across their teams. Those who are naturally inclined to left-brain thinking, have thrived while more creative, brand-focused marketers have often times taken a backseat. Rare is the marketer who is blessed with both. But that’s exactly what CEOs are looking for in their marketing leaders.

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Instagram Stories is a kind of a big deal for brands

Instagram Stories is a kind of a big deal for brands

Instagram recently launched a new Stories feature that is transforming the way people and brands interact with visual messaging content.

In an interview with BuzzFeed earlier this month, Instagram’s CEO Kevin Systrom revealed that Stories now has 100 million daily active users – that’s one third of its total user base -  after just two months.

That kind of growth signals that the way people are creating and interacting with visual messaging content is making a notable shift to fleeting bursts of raw, authentic photos and videos peppered with captions, emoji, stickers, filters and other highly engaging features.

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Do you truly understand your buyers?

Do you truly understand your buyers?

Developing thorough buyer personas for your products and services is a critical early step in any business’s go-to-market plan.

If you’re like many B2B product marketing teams, your buyer personas ultimately get distilled down into a single slide buried in a sales training presentation and then goes where all the other sales training decks go to die somewhere in the cloud. End of story (guilty as charged!).

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