Lots of brands are finding out the hard way that there are plenty of conversations taking place about them online. For good or bad.
Many brands choose to ignore this. But hope is not a strategy.
Since consumers rely heavily on the Web as an authoritative source of information, managing a brand’s online reputation has […]
Ok, here is something I’m wrestling with: Can a community be successful with low brand awareness?
If you are a big tech brand like Dell or Microsoft, you have no problem launching a community. In fact, many of these organizations have several communities.
But what if you are a small SaaS vendor? Forget costs for […]
A growing trend in B2B marketing today is in the realms of “lead nurturing” and “lead scoring.”
I have often found the best way to impress the sales team is to feed them a stream of high-quality leads. Events, webinars, account-based marketing, trade events and speaking engagements all offer opportunities to find and feed some […]
Harvard Business School professor John Quelch once said “The purpose of marketing… should be geared to changing and reinforcing customer actions rather than customer attitude.” I recently revisited this quote and feel it still holds true. But in the age of social media, it is likely to come under siege.
Within his quote is the […]