Why B2B Marketing Must Embrace Ninja Customers
We used to talk to a real person as a first step. To get familiar with the company. To learn more. To create bonds. Not now. Now we talk to a real person as a last resort, after we’ve kicked the informational tires so thoroughly that we absolutely must reach out to get our final […]
5 Reasons You Need to Give Away The Recipe For Your Secret Sauce
Don’t be afraid. Every professional services firm (marketing, business consulting, accounting, medical, law, et al) in the history of ever struggles with content marketing. Not necessarily from a tactical perspective, although “finding time” to create content is often a presumed obstacle in these organizations. But the biggest issue is fear. Companies that are paid for […]
5 Lessons From the Best Example of Content Marketing Ever?
Marketers sometimes say things to me like, “Well, nobody in our industry is doing that kind of robust content marketing, so why should we start?” Here’s the deal. Your industry doesn’t matter. What matters is that big companies are embracing big content, and in so doing they are changing the expectations of YOUR customers, whether […]