Eduardo Conrado and I met up at the MarketingProfs conference at the beginning of October. I really liked his approach to using thought leadership in the positioning of the Enterprise Division of Motorola.
As global marketing VP, Eduardo controls the marketing for all of Motorola’s enterprise B2B products worldwide. So naturally I wanted to better […]
Consider this: since the birth of Web 1.0, we have called the use of the Web for marketing “interactive.” But with all due respect to that label, there’s been very little interactive about it.
Web 1.0 was all about creating long pages of content posted to a website and emails filling your inbox. But the […]
On a recent trip to Yellowstone National Park, I shot this photo of 2 soda machines in the park’s Lake Lodge. Clearly, one of them is branded with the local customer in mind. It’s a textbook example of how to localize your brand for an audience. Can you guess which one I bought my soda […]
In the new world of work, your reputation is the only accepted currency. Whether you’re looking to move up the corporate ladder at your current organization, find a position at another company, make a major career change, or start your own enterprise, you’ll no longer be hunting for your next position. Instead, opportunities will come […]
As author Chip Heath told the audience at the Marketing Profs conference in Chicago this week, “In a market where it is difficult to be heard – only the sticky messages will break through.”
One of the reasons for this is that “common sense” is not sticky enough for people to remember. They assume what […]
This morning at the Marketing Profs Conference, Stephanie Miller of Return Path lead a discussion on How to make your B2B email programs scale for higher impact throughout the customer lifecycle.
Stephanie did a great job of engaging the audience in some open dialog. She also presented some stats that I think are noteworthy and […]