Mike Weir

Posts by Mike Weir

  • a man on his customer journey

    What Is A Customer Journey Map And Why Are They Important?

    December 5, 2018

    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”...

  • Water rippling

    How B2B Marketers Should Measure the Business Impact of Their Campaigns

    March 13, 2018

    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...

  • Review Economy

    Rise of the Review Economy: 7 Ways Marketers Can Use Product Reviews Throughout the Entire Funnel

    January 18, 2018

    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...

  • 7 B2B Marketing Trends

    7 Key Trends Determining the Future of B2B Marketing

    September 17, 2017

    Editor's Note: Peter Weinberg and Jon Lombardo contributed to this post, which is based on a presentation Mike Weir delivered at...

  • VAR

    VAR Call to Action: It’s Time to Take Charge

    November 9, 2016

    In today’s marketplace, VARs have the opportunity, and requirement, to create a brand and reputation that stands out and shows the...

  • Tech Marketers, We Have to Stop Kidding Ourselves

    September 14, 2016

    As tech marketers, we have to stop kidding ourselves. Not every brand is the market leader, not every product is well-known. Countless...