When done well, content can facilitate conversions. In fact, according to DemandMetric, content marketing costs 62 percent less than traditional marketing and produces three times as many leads. Equally important is its ability to move business buyers down the purchase … Continue reading
Posts by Michael Speck
Unless you’re talking to one-person companies based in their parents’ basements, chances are pretty good that your b2b branding efforts will need to reach multiple decision makers within every prospective target. Whether it’s a formal “purchase committee” or an ad-hoc … Continue reading
Over the past year, there’s been a number of articles preaching that b2b marketers should pay closer attention to how b2c companies conduct their marketing. It’s as if the author thinks they just discovered the Holy Grail: Did you know … Continue reading
We live in a media filled, message-fragmented world. It’s hard enough to get someone’s attention when you’re stopping traffic on Michigan Avenue with a thousand other tattooed marchers, a spray-painted protest sign in your hands and a look of righteous … Continue reading
Anyone can set up a Facebook page and call it customer dialogue. But creating a productive exchange between your organization and your audience takes a bit more work.
Consider this: Your company is not made up of pieces of equipment.
Two articles recently appeared on a subject near and dear to me. The articles—one in Adweek and one in Advertising Age—addressed the importance of storytelling in brand communications.