Earning authority

How Rockset pioneered a category: an interview with CMO & CPO Shruti Bhat

A conversation with Shruti Bhat, previously CMO and CPO at Rockset, about the moves that established the company as the leader of Real Time Analytics.

B2B marketing / Brand

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Why teamwork solves the B2B SEO malaise

What’s the secret of B2B SEO? Some say volume. Others say clusters. We say it’s collaboration. Find out why we’re right.

B2B marketing / B2B SEO

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Performance branding: Why strategy and data must work together to drive pipeline

With B2B growth faltering, sugar rush leads & sales activation campaigns don’t deliver. See the importance of performant brand building under a central…

B2B marketing / Brand

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How to roll out a company roll-up

It was strange to read in Bloomberg and the Financial Times that 2023 wasn’t a good year for mergers and acquisitions (M&A). Because personally, we…

Galvanizing stories / Positioning

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Continue: The most chicken-hearted word in marketing

Marketers often latch on to words that soften their language. Actually, humans in general do this: think of the last time you said ‘Maybe I’m wrong but…

B2B marketing / Messaging

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How to signal authority

Trust is bound up with authority. Here are some ofthe weird ways humans signal authority to other humans.

B2B marketing / Messaging

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Authority always wins

You don’t want to be known for service. You want to be known for authority.

B2B marketing / Brand

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Let’s steal from… Seventeenth Century Explorers

Something weird happened to communications in Early Modern England.

B2B marketing / Galvanizing stories

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B2B documentaries: the next big thing

B2B Documentaries are hugely powerful but a woefully under-used tactic in B2B content marketing. Here’s why you should love them.

B2B marketing / Brand

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Let’s steal from the NBA: How a global sporting underdog became one of its leaders

Find out how the NBA used smart marketing tactics like a revamp of an influencer marketing strategy to become one of sport’s global leaders.

B2B marketing / Brand

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The hierarchy of benefits in B2B marketing

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.

Customer experience / Galvanizing stories

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Why SaaS providers need to get braver about proprietary data

Most SaaS providers are missing a huge opportunity to create unique, authoritative, insightful marketing using their proprietary data – here’s why they…

B2B marketing / Data

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