Is content marketing really like fishing? Is lead management really like gardening? Does your business have a funnel attached to it? The language that we use to discuss B2B marketing strategy has a huge impact on how we think about, plan and execute it – and this is particularly true of metaphors. Metaphors aren’t just a more colourful or poetic way of saying...
Recent posts
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- Topics:
- Content Marketing,
- B2B Marketing
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Meetings have become an inescapable and in some cases insufferable part of professional life. On my team alone a recent audit revealed that we were spending over half our time in meetings. Over half. Rather than helping us be more productive, meetings were eating into our time and preventing us from getting any meaningful work done. In truth, we were spending...
- Topics:
- LinkedIn Marketing Solutions,
- Trends
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David Ogilvy once famously said that once you’ve written your headline, you’ve spent 80 cents out of your dollar. It’s a typically pithy, typically insightful comment about engaging an audience from one of the undisputed masters of advertising. However, as my colleague Jason Miller is fond of pointing out, it needs a slight update. Today, those 80 cents need to...
- Topics:
- Content Marketing,
- B2B Marketing
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“It’s a free ride when you’ve already paid,” was one of Alanis Morissette’s famous attempts to define the word “ironic.” It might not...
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The Festival of Marketing starts in London in just under two weeks I’m going to be speaking there – and that’s why I’m writing this...
- Topics:
- Content Marketing,
- Events,
- B2B Content Marketing
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There’s a lot of like-mindedness and good-natured agreement amongst B2B content marketers. Everyone can agree on best practices like...