The internet never forgets. It’s a reality of today’s world that many of us are still learning to grapple with. The permanence of content shared to the web compels digital marketers to be hyper-aware and vigilant about every message, image, and social post published online by their brands. In her new book, Irina Soriano asks an important question for the times:...

A recent headline offers a message today’s marketers are wise to take to heart: 95% of B2B buyers are not in the market for your products. This takeaway comes from a recent study carried out by Ehrenberg-Bass for the LinkedIn B2B Institute. The math isn’t all that complicated: Companies change providers of B2B services every five years or so; therefore, only 20%...

The door slowly swings open. You peer ahead at the unfamiliar landscape before you. With measured breaths and cautious movements, you inch forward, step by step. A wave of emotions overcomes you as you gaze out into this strange and foreign world. No, I’m not talking about Neil Armstrong’s first moments on the moon’s surface. I’m talking about the experience of...