Steve Kearns

Posts by Steve Kearns

  • 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, having to dress up for work every day — all of these one-time annoyances seem almost pleasant compared to the current day-to-day. If we knew it was responsible and safe to do so, most of us would settle for “normal” again. But why...

  • 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 improvements. Every setback is an opportunity to gather data and do better next time. Which means that in a time of crisis, we can be extra-resilient. There’s no denying that the current situation has knocked us back on our heels. We...

  • 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...

  • Marketing Book Worth a Look: Marketing Rebellion

    March 26, 2020

    Editor's Note: In this period where many of us are sheltering in place, here's a vintage LinkedIn Marketing Blog post recommending a...

  • What’s Trending: Developing Discipline

    March 9, 2020

    All of the exercise classes at your local gym — especially the really pricey ones — aren’t radically new ways of moving your body....