Doug Kessler

Executive Creative Director

Doug is a displaced Yank who started his career at Ogilvy & Mather, New York.

Soap and fabric softener bored him rigid so he jumped ship to specialize in B2B.

Doug is an annoyingly ubiquitous speaker at marketing events and a prolific writer on all things marketing, content, tech, strategy and creativity.

His answer to why he’s spent so many years doing B2B (and loving it) is summarized in a quick slideshare called The Search for Meaning in B2B.

Other stuff he’s proud of include Crap, Insane Honesty, A Stakeholder Through the Heart and, mostly, this amazing place full of these smart, talented, committed and really nice people.

Doug is a copywriter at heart but with a secret jones for analytics.
And Lagavulin.

We’ve got 263 posts from Doug

Marketing your business model: The killer differentiator

Some of the highest-impact disruptors in the last few decades haven’t really been technology innovations. They’ve been business model…

B2B marketing / Brand

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7 books for B2B writers, editors and readers

I love books about writing. Here are seven terrific books for people who want to improve their writing (and reading).

10. 01. 2023

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Generative AI for B2B content marketing is here

Generative AI has tipped. It’s finally good enough to be a part of a lot of brands’ content creation process. Cue the backlash.

08. 12. 2022

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An AI writing tool wrote this post. Really.

I didn’t think an AI writing tool could crank out a credible blog post. I was wrong.

30. 11. 2022

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The inevitable Web 3.0 Backlash

The pattern is as old as plaid and paisley: A new thing comes along. Some people get really excited about the new thing. Some people get over-excited about…

B2B marketing / Web3.0

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Why we’re so inspired by the MNDA mission statement

We’ve read a lot of Mission Statements. Most suck. This one is pretty great.

Charity / Messaging

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Why I hate the ‘Cover the Logo’ test

The ‘cover the logo’ test kills great ideas—because people don’t get how brands work.

B2B marketing / Brand

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The Great Shift: a new marketing mindset for a new era

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.

B2B marketing

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Ecosystem Marketing part 2: A conversation with Scott Brinker

No one knows more about B2B app marketplace marketing than Scott Brinker. So we interviewed him about it.

Application marketing / B2B marketing

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B2B ecosystem marketing: three app marketplace plays

The marketplaces of the big B2B platforms have become major sources of revenue. Maybe it’s time we took them seriously as a channel…

Application marketing / B2B marketing

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15 Web 3.0 ideas for B2B marketers

Get your Web 3.0 thinking caps on, beeple. It’s time to innovate.

B2B marketing

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Why B2B folks need to learn about Web 3.0 now

Web3, crypto, blockchain, NFTs and decentralization are changing the world. No really. Get learning.

B2B marketing

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