All posts by Doug Kessler

Every B2B marketing strategy should be a Learning Strategy. But most are actually based on a false sense of certainty. Let’s fix that.

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.

Marketers are supposed to finish the content they start, right? Maybe not. In fact, almost definitely not.

Too many B2B marketing teams fail to answer these three questions. You can fix that.

We’re big believers in the power of a great FAQ section on a B2B website . Here’s an FAQ about why.

If we had to boil down the big challenges for any B2B marketer—to 3 words all starting with M—this would be that.

You gotta admire Twilio. They turned a pretty nichey-geeky thing (um, virtualising comms infrastructures and making them available via APIs) and turned it into one of the world’s hottest B2B companies. It all started as…

If there’s anything worse than a company’s Statement of Values, it’s a marketing agency’s Statement of Values. So this is one that isn’t really one at all…

Drift is learning super-fast about running B2B online events. Here’s what Mark Kilens thinks about it all.

I spoke about The Galvanizing Story at last year’s Content Marketing World. It’s kind of the Musical Video Extravaganza version of the first four blog posts on this topic (without the music and in place…

What does it say about B2B marketers that we cluster around the same phrases to express this big, hairy thing?

For the last month or so, marketing has been almost 100% reactive. And rightly so. We’ve all been trying to come to terms with this ghastly thing, so we’ve all been scrambling to figure out…