Using marketing to deflect time-wasters like me
Marketing isn’t just a magnet. It’s a filter too. And sometimes it’s used to filter out people like… me.
Doug Kessler's posts
Executive Creative Director
409 results
The art of narrowing your offer even if it hurts your soul
Just because your product does lots of things doesn’t mean you should talk about lots of things. Think narrow.
Embracing ambiguity: creative confidence in disguise
This started out as an apology. I wanted to say sorry to the many clients and colleagues I’ve annoyed over the years because of my indecisiveness. I…
The glory of low-tech: the first Velocity Letterpress Day
What happens when you let a bunch of digital designers loose on an old Stephenson Blake printing press and a bunch of wood type?
B2B marketers: take back your website!
Too many B2B marketing teams are locked out of their websites. This really shouldn’t still be happening.
08. 07. 2019
Tone of Voice: The B2B budget multiplier
This is about the most powerful but least understood force in B2B marketing. It’s about untapped potential that every brand can tap… but very…
28. 06. 2019
Vertical marketing strategy in B2B: when, why, how?
Vertical content often out-performs generic, horizontal content—by a lot. Here’s what you need to know.
B2B documentaries: the next big thing
This is about a woefully under-used tactic in B2B content marketing. But it’s also a metaphor for all of B2B marketing, and what’s wrong with…
The galvanizing story part 3: a B2B positioning example
In the third post in the Galvanizing Story series, we look at the story created for OpenMarket—and its impact.
23. 04. 2019
The galvanizing story, part 2: The guts
What makes for a powerful galvanzing story? Five things that every compelling narrative has.
15. 04. 2019
What’s after content marketing? The galvanizing story, Part 1
Content marketing won. Now what? It’s time to re-center our marketing around big ideas. Meet the Galvanizing Story, the next (and first) big thing.
08. 04. 2019
Deadlines are killing your marketing
Deadlines dictate the daily lives of every marketer—often at the cost of the things we’re really here to do. Maybe it’s time to slow down…
