Blog

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.

B2B marketing

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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.

Application marketing / B2B marketing

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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…

Application marketing / B2B marketing

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Why the customer is always right…but some are better than others

Looking for a competitive edge in the B2B world? It’s time to think differently about what your customers bring to the table. Here’s why.

B2B marketing

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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.

B2B marketing

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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.

B2B marketing

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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.

B2B marketing / Messaging

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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.

B2B marketing / Positioning

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Why marketing still needs soul: Jason Miller on punk over predictability

Jason Miller on Punk over Predictability

B2B marketing

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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.

B2B marketing

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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.

B2B marketing / Data

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Advancing into audio: lessons from a seasoned podcaster

Samira Conteh, co-creator of the “Black, Broke and Brilliant” podcast, shares her tips for getting a new podcast off the ground. Practical, inspiring, and…

Brand

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