Steve Kearns

Posts by Steve Kearns

  • A self portrait of a male content marketer wearing glasses with his arm crossing his body, looking directly in to the camera.

    What’s Trending: Content Takes the Spotlight

    May 18, 2020

    The current crisis has reduced the size of marketers’ tactical toolkit. In-person events are off the table, and people seem less interested in product-pushing advertising. For all of these reasons and more, content marketing is emerging as 2020’s most valuable tactic. People need advice, information, and entertainment. The best content can combine all three....

  • Female marketer pouring juice in glass with laptop on table in home office

    What’s Trending: Prepare for What’s Next

    May 11, 2020

    What will B2B marketing look like after the height of the current crisis has passed? It won’t be as simple as returning to our pre-pandemic regularly scheduled program. Marketing leaders should be preparing their teams for new changes. We should be strategically planning our next steps, even though it may be a while yet until we make them. Many of the new best...

  • Changing the B2B Marketing Rulebook

    What’s Trending: Changing the B2B Rulebook

    April 27, 2020

    The conventional wisdom is people are B2B buyers when they’re at work, and B2C consumers at home. That’s been the presumed split in marketing for decades. You have the supposedly analytical, logic-driven buyers of B2B, and the emotion-influenced consumers for B2C, and never the twain shall meet. But what happens when most of your buyers are working at home? How...

  • Aiming Higher than Normal in B2B Marketing

    What’s Trending: Aim Higher than “Normal”

    April 20, 2020

    After a month or more in isolation, it’s natural to romanticize the idea of returning to “normal.” Traffic, crowded supermarkets,...

  • What’s Trending: Business as (un)Usual

    What’s Trending: Business as (un)Usual

    April 13, 2020

    Marketers are natural-born tinkerers, experimenters, and optimizers. We like to test hypotheses and fail fast so we can make...

  • Getting Up to Marketing Speed

    What’s Trending: Getting Up to Speed

    April 6, 2020

    The new trend going around social media is people showcasing what they’re doing with their “extra time.” If you are able physically...