Posts by Mike Weir

We hear plenty of talk about breaking down organizational silos. And it’s a worthwhile goal. After all, your customers shouldn’t suffer a poor experience simply because of your organizational structure. But to understand how to more meaningfully align to their customers, companies need to first create a customer journey map. Just as many say “content marketing”...

You wouldn’t use a yardstick to measure a cup of water. Nor would you use a thermometer to gauge the tire pressure in your wheel. It’s becoming equally clear to B2B marketers that traditional vanity metrics aren’t suited for giving us an accurate read on the business impact of our ad campaigns. Standards such as click-through rate, cost-per-click, and even total...

Editor’s Note: This post is the fourth in our “Rise of the Review Economy” series produced in conjunction with G2Crowd. Other posts from this series can be viewed here. The value of product reviews is growing, and growing fast. No longer are reviews solely lower funnel marketing opportunities. Effective marketers are beginning to understand that product reviews...