Skip to main content

How to Create Story-Driven B2B Marketing

Chief Marketing Officers (CMOs) have a choice, embrace the future or cling to the past. To succeed today, they must abandon mass-media thinking and resist the urge to squander their budgets on trivial advertising or paid media. To compete, they must build teams of practitioners who can create content, not merely outsource work to agencies and contractors.
The notion of engaging a Digital GTM Polymath is really compelling. You can harness the actionable wisdom of a worldly individual who acknowledges the near-term challenges and opportunities and has the strategic vision to anticipate the broader future. Here's the path to progress. Everyone can transform and evolve. I've authored a detailed market assessment with my recommendations - Learn more

Popular posts from this blog

Why Your CMO Can't Prove Brand ROI

Senior executives instinctively understand that brand matters. Yet a striking number of vendors behave as if brand measurement is optional, tech brand strategy is a communications expense, and proof of the value is someone else's job. The result is a self-reinforcing trap that Gartner has now given a name to. The latest research from Gartner frames the problem with unusual precision. Eight out of ten vendors are caught in what Gartner calls a " brand doom loop ." They under-invest in brand measurement, lose confidence in what limited data they have, and consequently attract even less executive funding. Rinse. Repeat. The cycle is structural, not accidental, and it has direct consequences for revenue growth. Key Global Market Findings Gartner surveyed 426 senior marketing leaders, finding that 84 percent of companies are stuck in this brand doom loop, unable to demonstrate the brand's contribution to growth. The underlying mechanism is straightforward: without credible...
Read more