Year: 2019
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Blog Post
When bad is good: in defense of the negative
Andrew London | June 3rd, 2019
There’s a common urge to avoid saying anything negative in marketing. Here’s why that’s a really, really bad impulse to follow.
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Blog Post
Buzzwords are blankets.
Harendra Kapur | May 28th, 2019
The first time we argued about the term ‘digital transformation’ was three, maybe four years ago. We were positioning a business and at the point where we were trying to describe the change in…
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Blog Post
Vertical marketing strategy in B2B: when, why, how?
Doug Kessler | May 20th, 2019
Vertical content often out-performs generic, horizontal content—by a lot. Here’s what you need to know.
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Blog Post
B2B documentaries: the next big thing
Doug Kessler | May 13th, 2019
This is about a woefully under-used tactic in B2B content marketing. But it’s also a metaphor for all of B2B marketing, and what’s wrong with it, and what could be so, so right with it….
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Blog Post
Let’s steal from the NBA: How a global sporting underdog became one of its leaders
Haley Garner | May 7th, 2019
Sport is all about the underdog. Whether its Miracle on Ice, Slap Shot or the Mighty Ducks (yes, I’m Canadian) the best stories in sport aren’t great to watch because of a team’s domination. They’re…
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Blog Post
How to report performance marketing metrics
Steve Hall | April 29th, 2019
Three (and a bit) steps from data to dashboards This is another post in our Content Performance series, in which we look at what B2B businesses need to make their marketing more effective. Data and…
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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.