Buying power within an org can often shift. For example, in martech it could be assumed that the marketer is the buyer, but it can just as well be the product team or tech teams are involved as well. So how do you market to audiences you’ve never marketed to before?
Month: June 2020
Sunday Readings, #4
From hosting a workshop, freelancing, mentoring, chatting with investors, and tossing around a start-up idea with one of my own mentors – this week was a fun one! Of course, there were also a lot of great articles, so read on.
Leveraging proprietary research to build credibility
The core of every marketing program is content, and a pinnacle of content is developing proprietary research. Not every business can do this (well), and those who can will reap great benefits.
Sunday Readings, #3
Missed last week, but back on track this week. Here are some good new and old reads that I found interesting.
What is Jobs To Be Done (JTBD)?
Jobs To Be Done is a framework for customer needs. It was coined by the late Clayton Christensen from HBS and can be used to help your business be customer-centric.
Setting up Google Analytics Views for B2B Marketers
Sometimes good things are for free.* I’m referring to Google Analytics, the best bang for your buck when it comes to understanding what’s going on with your website. So what’s the best way to leverage it?
Sunday Readings, #2
It’s been another heavy week with what’s going on in the world today. A lot of my time has been sucked into reading more into the dialogue around systemic racism. Don’t worry, there’s marketing too, but as marketers we have to understand the world we live in as much as market to it.
What to do when you don’t know what to do #BLM
It’s an incredibly unsettling time in America. We’ve already been struggling with COVID-19, the economy, and isolation. And now, the spotlight is on racism.