How to signal authority
Trust is bound up with authority. Here are some ofthe weird ways humans signal authority to other humans.
Doug Kessler's posts
Executive Creative Director
409 results
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.
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.
Why you should kill more content
Marketers are supposed to finish the content they start, right? Maybe not. In fact, almost definitely not.
Three ‘Why’ questions you need to answer fast and well
Too many B2B marketing teams fail to answer these three questions. You can fix that.
How to write FAQs – an FAQ for B2B
We’re big believers in the power of a great FAQ section on a B2B website . Here’s an FAQ about why.
Meaning, metrics and mojo: the 3 keys to B2B marketing today
If we had to boil down the big challenges for any B2B marketer—to 3 words all starting with M—this would be that.
How Sara Varni thinks: a chat with Twilio’s CMO
You gotta admire Twilio. They turned a pretty nichey-geeky thing (um, virtualising comms infrastructures and making them available via APIs) and turned it…
On Velocity’s Culture: airing out something that maybe we shouldn’t
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…
How Drift thinks about B2B online events: an interview with Mark Kilens
Drift is learning super-fast about running B2B online events. Here’s what Mark Kilens thinks about it all.
Galvanizing story part 5: Talking the… talk.
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…
WFH #9: The Adjective of the Pandemic
What does it say about B2B marketers that we cluster around the same phrases to express this big, hairy thing?
