Year: 2019
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Blog Post
The galvanizing story part 3: a B2B positioning example
Doug Kessler | April 23rd, 2019
In the third post in the Galvanizing Story series, we look at the story created for OpenMarket—and its impact.
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Blog Post
The galvanizing story, part 2: The guts
Doug Kessler | April 15th, 2019
What makes for a powerful galvanzing story? Five things that every compelling narrative has.
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Blog Post
What’s after content marketing? The galvanizing story, Part 1
Doug Kessler | April 8th, 2019
Content marketing won. Now what? It’s time to re-center our marketing around big ideas. Meet the Galvanizing Story, the next (and first) big thing.
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Blog Post
Deadlines are killing your marketing
Doug Kessler | March 19th, 2019
Deadlines dictate the daily lives of every marketer—often at the cost of the things we’re really here to do. Maybe it’s time to slow down…
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Blog Post
The hierarchy of benefits in B2B marketing
Doug Kessler | March 13th, 2019
Your prospects don’t believe your big claims—and they don’t care about your small ones. It’s time to start building some bridges.
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Blog Post
Beyond tone of voice: what’s your stance?
Doug Kessler | March 4th, 2019
Tone of voice is hugely important in B2B. But there’s something just as important and far less understood: stance. What your brand actually does that’s authentic and different.
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Blog Post
Why most brands shouldn’t “start with why”
Adam Ketterer | February 28th, 2019
Simon Sinek’s “Start with why” mantra works for inspiring leaders. But your average brand? Not so much. Here’s why you shouldn’t start with why unless you’re doing a couple of special things.
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Blog Post
Why SaaS providers need to get braver about proprietary data
Luke Gain | February 25th, 2019
Most SaaS providers are missing a huge opportunity to create unique, authoritative, insightful marketing using their proprietary data – here’s why they need to ditch the reticence and dive in head-first.
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Blog Post
What marketers should learn from Stripe Atlas
Harendra Kapur | February 18th, 2019
Here’s how high B2B marketers need to aim – and why Stripe Atlas is the best example of the new bar.
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Blog Post
Is marketing the press secretary or attorney general?
Harendra Kapur | February 12th, 2019
Does marketing represent the business? Or does it represent the market AND the business?
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Blog Post
Let’s steal from Icelandair
Costanza Scarpa | February 5th, 2019
Back in 2016, I flew to the US on an Icelandair flight. It was one of the smartest, most charming 360-degree marketing experiences I’ve ever come across. Here’s what we can learn from these guys.
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Blog Post
Tool Choice: How to pick a marketing automation tool
Agustin Rejon | January 28th, 2019
Choosing the right marketing automation tool is like picking a needle in a needlestack. That’s why we came up with a model for picking the right tool for your needs. Read it now.