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 new thing and start to hype the…
All posts by Doug Kessler
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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.
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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.
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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.
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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.
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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…
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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.
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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.
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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.
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Why every marketing strategy should be a Learning Strategy
Every B2B marketing strategy should be a Learning Strategy. But most are actually based on a false sense of certainty. Let’s fix that.
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Ask Leela : Changing from SurveyMonkey to Momentive
How do you change the name of one of the best-known brands in tech? Very carefully, says CMO Leela Srinivasan did it for SurveyMonkey/Momentive.
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Why you should kill more content
Marketers are supposed to finish the content they start, right? Maybe not. In fact, almost definitely not.