Welcome to our next installment of Industry Spotlights, where we delve into trends in the specific industries we serve and share what B2B marketers need to know about how trends could impact marketing strategies. As director of strategy at Godfrey, I spend part of my day diving into the trends and challenges that affect our […]
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In introducing LinkedIn’s recent B2B marketing trends for the contrarian marketer series, Peter Weinberg shared an interesting thought about following trends too closely: “If your marketing strategy is based on consensus opinion — even if that consensus opinion is right — you’re destined to fail. If your competitors are doing exactly what you are doing, then you have no […]
Go into your next video planning session with an understanding of the elements involved in producing effective video content. Companies are doing more with video than ever. Our clients continue trying to keep up with the demand for video, and that comes with the challenge of understanding what’s involved in the production—and how much it […]
In our world, where everyone can claim to be anything, it is hard to find genuine thought leadership. The list contains some of the best and brightest minds on just about any marketing topic you desire—100+ genuine marketing thought leaders spanning a wide range of marketing disciplines. Two things make this list unique: First, it […]
What’s your favorite marketing blog? If you’re like your fellow marketers, your favorites offer succinct, clear, valuable, useful, and actionable articles. Those common themes came from the 50-plus responses received after we posed the question on the Content Marketing Institute’s Slack, Twitter, Facebook, and LinkedIn channels as well as a query on Help a Reporter Out. Nine blogs earned multiple nods (in […]
In July 2017, I wrote Hacking Your Buyer Personas: The Only 3 Questions You Need to Ask. In it, I shared a stat from IBM’s THINK Marketing blog – “63% of consumers say they would think more positively about a brand if it gave them content that was more valuable, interesting, or relevant.” I think that thinking still […]