The 3 Tiers of Marketing
I'm excited to tell you that I have published my first book. It's called On Purpose: The CEO's Guide to Marketing with Meaning. In honor...
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B2B CLARITY BLOG
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- Sep 8, 2022
- 2 min
The B2B Easy Button
So...you're a B2B business and you've got a significantly-priced offering or product or service. And you're trying to figure out how to...
- Aug 25, 2022
- 2 min
Move from the Buyer's Journey to the Tryer's Journey
There's a major shift underway in how purchases are made: people are trying things before they buy them. This new capability is being...
- Aug 11, 2022
- 2 min
6 Things To Do Before Choosing A Marketing Tactic
"We should go to that big trade show this year." "We need a new website." "Shouldn't we be doing Google Ads.? It looks like everybody...
- Jul 19, 2022
- 2 min
Your Marketing Portfolio
I think it's pretty typical for business leaders to expect their marketing programs to produce results sooner than they often do. And...
- Jul 7, 2022
- 2 min
5 CEO Marketing Misses
In marketing, it's so easy to over-focus on activity, when isolated activities and random acts of marketing just don't work. And one of...
- Jun 23, 2022
- 2 min
What is Marketing's job?
My definition of marketing is optimizing your company's customer relationships from cradle to grave. If that's true, should Sales report...
- Jun 9, 2022
- 2 min
How Generosity Amps your Marketing
The best marketing is generous. It's focused at its core on your customers and how your business can help them. A lot of businesses give...
- May 26, 2022
- 3 min
Marketing Strategies vs. Tactics: Respect the Difference!
What do you call the marketing stuff that your business does? Are they campaigns, programs, initiatives, or tactics? Whatever it is that...
- May 12, 2022
- 2 min
Marketing in a Polarized World
The world has changed so much in these past few years. People are taking sides about almost everything, and they're very passionate about...
- May 3, 2022
- 1 min
What B2B Can Learn From B2C About Thought Leadership
B2B leaders can learn a ton from B2C. I had a chance to join Leary Gates from Coefficient Advisors last year to talk about thought...
- Apr 7, 2022
- 3 min
Authenticity is more than words
I've been talking about authenticity in marketing for a long time now. That's because being real is so important to your prospects and to...
- Mar 24, 2022
- 2 min
Why Targeting Works
In B2B marketing, it is so tempting to be inclusive, to broaden your story so that you don't leave people out. You get a bigger market,...
- Mar 10, 2022
- 2 min
The Marketing Moment of Truth
What is the single moment in your customer's journey with you that is the most important in determining your success - your ability to...
- Feb 23, 2022
- 1 min
Just Because You Can Do It Doesn't Mean You Should
There are so many good ideas out there for marketing - great technology platforms, great campaign ideas, great social media sites - all...
- Feb 15, 2022
- 2 min
2 Rules to Rightsize your Marketing
Getting your marketing program right is hard. A surprisingly small number of B2B businesses are actually satisfied with the results of...
- Jan 26, 2022
- 2 min
How Marketing Is Like Personal Finance
Marketing and Finance are two professions that you might think are at opposite ends of a spectrum. Actually, they have a lot in common....
- Jan 20, 2022
- 2 min
How To Be First in your Market
In the movie Talladega nights, Ricky bobby famously said, "If you ain't first, you're last." While that may be true in NASCAR, it's...
- Jan 13, 2022
- 1 min
A Campaign Is Not a Strategy
Some businesses make the mistake of letting their campaigns be their marketing strategy. A campaign is not a strategy and understanding...
- Jan 6, 2022
- 2 min
How to Market on Purpose
A common frustration I hear from B2B CEOs and other business leaders is: "We're doing all of these things with marketing and I'm not sure...
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