Year: 2022
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Blog Post
Why I hate the ‘Cover the Logo’ test
Doug Kessler | April 19th, 2022
The ‘cover the logo’ test kills great ideas—because people don’t get how brands work.
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Blog Post
The Great Shift: a new marketing mindset for a new era
Doug Kessler | April 5th, 2022
The biggest change in B2B marketing is invisible: it’s a new marketing mindset that comes from two entirely new forces. And it changes everything.
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Blog Post
Ecosystem Marketing part 2: A conversation with Scott Brinker
Doug Kessler | February 18th, 2022
No one knows more about B2B app marketplace marketing than Scott Brinker. So we interviewed him about it.
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Blog Post
B2B ecosystem marketing: three app marketplace plays
Doug Kessler | February 4th, 2022
The marketplaces of the big B2B platforms have become major sources of revenue. Maybe it’s time we took them seriously as a channel…