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B2B Marketing

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There is a game B2B marketers around the globe play every day. The stakes are always high, the rules are never the same, the goals can change during the game, and it often takes months to determine a winner. The game is played in every industry and with all types of products and services. Any number can play, but in most instances, there are five or six participants—all with different roles, agendas and experience levels. Players can come from the client side, the agency side or an outside consultant. This challenging contest has no official title. In fact, most B2B marketers don’t even realize they’re playing. For the sake of this article, we’ll

Editor’s note: This the latest article in an occasional series covering the turbulent world of social media for businesses. We’re calling this series The Social Sandbox. This time we dig into the shifting perceptions of X and LinkedIn.   There are some bullies in the social sandbox. These brats will ruin the day for the rest of us if they have their way. Fortunately, there are also some new faces coming in and some positive developments for everyone. How can we balance the positive and the negative? With an article that shares the bad news along with the good news. Let’s start on the dark side. The bad news: Time to axe X? Remember Twitter? At

Have you ever watched YES? (We see you nodding, 368,000 Yankees fans.) How about the Magnolia Network? (We see you too, 170,000 Chip and Joanna Gaines fans.) Anyone binging on NFL Network? (Wow, you’re over 50 million strong, football fans.) Those networks are, at their essence, brand channels. Each one offers content targeted to a specific audience that’s all in on the brand or lifestyle they reflect. How many people are tuned into your B2B brand channel right now? Believe it or not, you have one. More importantly, you have a large audience of potential fans. You simply need to give the people what they want when it comes to content. For a little more clarity,

A major B2B program status meeting is about to start. Every key department is represented, including the C-Suite, Strategy, Analytics, Category Marketing, Sales, Logistics, Social Media, Programming, IT, Finance and Account Services. To underscore the importance of this cross-functional gathering, no one is checking their phones, not even covertly. At precisely 9:00 am, the big meeting begins. First, the CEO reinforces the overarching objectives of the program: capture more market share, achieve better visibility with key decision makers, build brand equity, and make the shareholders happy. Then, Strategy shares a massive omnichannel plan designed to realize those ambitious goals. Next, Analytics weighs in with the KPIs the project must achieve to be considered a

What will AI ultimately mean to humankind? According to business leaders, social influencers, legendary intellects and emerging thinkers, AI will: Put an end to work Change the world more than anything else in history Amplify human intelligence Reinvent the way people interact with technology Lead to the end of the world Challenge our ethics Optimize production Exploit workers Increase bias and discrimination Allow us all to be more creative Affect billions of people’s privacy Make mistakes Be the best or worst thing for humanity Those wildly disparate beliefs come from sources as varied as Stephen Hawking, Jeff Bezos, Steve Jobs, Kathy Pham, Elon Musk and Alan Turing. We won’t use this space

“Words are a lens to focus one’s mind.” - Ayn Rand “Editing is a lens to focus one’s words.”  - Boomm If you have an editor on staff, please send them a thank you email. Their job is to make your writing more focused, accurate and effective. If you don’t have an editor on staff, this article is for you. That’s especially true if you must do your own editing. Let’s start with the most important insight: Editing is a mindset as well as a skillset. To ensure you’re in the right frame of mind to sharpen B2B content, here are six smart tips from expert editors. “Be bold” As an editor, your role

Every year around this time the insanity begins. The first emails arrive proclaiming, “Call for entries.” The account and creative teams heatedly debate over which campaigns might impress the judges. The agency president frets over winning more trophies than her competitors. And the low-key accountant starts ranting when he sees the escalating cost of the entry fees. Yes, it's marketing awards time again. This whole pageant might seem silly to outsiders, but the marketing world cherishes its awards more than ever. In fact, a recent Google search for “marketing awards” produced 1,110,000,000 results. This season you can enter competitions for global marketing, regional marketing, digital marketing, content marketing, broadcast marketing, event marketing, influencer

Editor’s note: This the latest article in an occasional series covering the turbulent world of social media for businesses. We’re calling this series The Social Sandbox. This time we dig into the challenge of uncovering fresh topics. How do you judge the value of a B2B social media topic? The obvious answer is to review post performance. That’s why there are metrics for almost every aspect of social media. You can track impressions, likes, shares, click throughs, web traffic, response time, audience growth rates, share of voice, sentiment analyses and virality rates. Those measurements will provide valuable insights and guidance after your post has been published. You can leverage them to help inform your engagement

Journalism and content marketing are not identical twins, but they’re in the same family photo. Both are intended to tell an illuminating story using relevant facts and expert analysis. When they do so, journalism and content marketing serve to enlighten their readers, which frequently leads them to more informed opinions and better decisions. Given those similarities, content marketers can take a page from the journalist’s notebook to improve the focus and effectiveness of their work. The following are five foundational best practices of journalism that will take your content development from inception through the finished article. Create an outline A well-constructed outline leads to a good article. The outline does not need

The marketing profession has become obsessed with the idea of storytelling. Marketing channels have essentially become modes of storytelling. You’ll hear the desire for “good stories” used regularly in reference to content, videos, websites, social media, podcasts and even data. Marketing titles have also evolved to include storytelling. A recent Google search for “storytelling jobs” produced over 1,000 results. Here are some of the positions that came up: Chief Storytelling Officer Story Strategist Director of Digital Storytelling Head of Story and Narrative Visual Storyteller Storytelling Coach Content Storyteller Executive Storytelling Head Brand Storyteller But it doesn't stop there. Even entire agencies have been rebranded to focus on storytelling instead of marketing. From a