Doug Kessler

WFH #8: Plan your emergence now

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…

WFH #6: Is it okay to just do normal marketing yet?

Is it okay yet to just to do normal marketing and not refer to the crisis? Glad you asked…

WFH #4: Three principles for marketing in insane times

Marketing in a crisis like covid-19 is a very hard thing to get right.

Here are some principles that feel important for a time like this.

B2B Marketing in COVID-19 times

Should B2B brands market during the crisis? If so how, when and why? If not… what do we do?

Why you should sessionize your content

What if you could sit on the shoulders of every prospect as they consumed your content. You kinda can.

Let’s steal from Google Cardboard

Why doing something small, humble, playful and quiet can be big, bold, ballsy, fun and HUGELY successful.

Buyer confusion is killing your marketing

Buyer confusion might be the number one killer of marketing effectiveness. Here’s why it happens and what you can do about it.

The galvanizing story part 4: the emotional core of your brand

The vast majority of B2B brands assume their prospects are rational ‘buy-bots’. They’re not. So you need an emotional core too.

Let’s steal from Apple

Apple was a laggard in content marketing. Then they leaned in… and crushed it.

Days when you just don’t wanna.

We all have days when we just don’t want to do… anything. What if they’re actually okay?

Something happened.

As content marketing becomes industrialized we risk losing something important. Here’s a plea to remember our roots.

Understand why people should NOT buy your products

Maybe we all should stop focusing on the reasons people should buy from us. And start focusing on why they shouldn’t.