All posts by Doug Kessler

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.

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.

The New York Times is a firehose of innovation in craft, content, storytelling and digital strategy. In this, the latest in the ‘Let’s Steal From’ series, we dig into how they do it.

Jay Acunzo’s new book is exceptional. We tracked him down and grilled him, about intuition, bravery and the surprising things that guide them.

In the second part of our Re-Naming a B2B Company two-parter, we drill down into the actual names, a long list… a shortlist… and the winner!

Re-naming a B2B company is packed with interesting challenges, word-nerdy issues and all sorts of implications about what a brand and a name are really there for. Here’s a behind-the-scenes look.

The man, the myth, the legend behind Brinker’s Beast, the single piece of content that’s eating the world.

What can you steal from one of the most successful pieces of B2B content of all time? Quite a lot…

Elle Woulfe is one of the best marketers and stakeholder managers we know. So, as a drill-down to A Stakeholder Through the Heart, we asked her how she does it. Her answers are fantastic.

This may not be the most important thing you read this week, but it links to it.

Content marketing dogma says we must suppress our promotional messages. What if that’s wrong?

Are we B2B marketers drinking too much of our own Kool-Aid? Here are ten delusions we keep running into…