B2B Marketing Spotlight: Omar Al-Sinjari, Sr Digital Marketing Manager, RelayHealth McKesson #B2BSMX

Next week’s B2B Sales and Marketing Exchange conference in Boston is coming up fast! To give you another sneak peek at the talented brand marketers sharing their insights and best practices, I’ve interviewed Omar Al-Sinjari, Senior Manager, Digital Marketing at RelayHealth – McKesson. Omar is responsible for all things digital and a full stack operator including ABM, web, analytics, attribution, lead generation and marketing operations. RelayHealth is a business unit of McKesson which is a $214 billion Fortune 10 company. Large enterprise level organizations bring with them a different set of marketing challenges and opportunities and with all of the evolution[…]

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10 More Marketing Podcasts To Boost Your Business

Podcasts are a great way to learn new marketing ideas and get fresh perspectives on boosting your business, and we’ve compiled 10 more of the best podcasts for B2B marketers right here, following up on our recent list of “20 Podcasts To Elevate Your B2B Marketing,” and “Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain.” These podcasts offer marketing news and insight from the innovators behind some of the world’s top firms, as well as their own stories, plus tips and advice to take your marketing efforts to the next level. Whether it’s examining emerging trends in[…]

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Wow Your Crowd: How Content Planning Sets the Stage for Unforgettable Experiences

We’re coming up on the 10-year anniversary of the movie Avatar, which was released in December of 2009 and held the title of highest-grossing film worldwide for nearly a decade before being unseated by Avengers: Endgame earlier this year.  James Cameron’s signature cinematic spectacle presents a model worth following for any content marketer hoping to amaze their audience. We don’t need a $200 million budget, as Avatar had, but we should aspire to adopt the meticulous planning and strategic foresight that drove the film’s galactic success.  This was the leading subject in our new interactive CMWorld experience, Witness the Greatest[…]

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What the Future of Google Search Means for B2B Marketers

The future of search at Google includes fascinating changes that will deeply affect the course of B2B marketing. Google’s search and other services jointly hold vast influence over what people see and do online, a powerful position that isn’t likely to significantly change anytime soon. Like ocean waves, search always changes at Google, and whether it’s through tiny incremental shifts or explosive changes of course, the future this tech giant is enthusiastically creating is one savvy B2B marketers can’t afford to ignore. Let’s explore some of Google’s future plans and most recent search changes, while also looking at what they[…]

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B2B Marketing Spotlight: Alexandra Gobbi, CMO at Secureworks #B2BSMX

Sales and Marketing alignment is a wonderful and yet elusive thing. Many B2B marketers and sales professionals in particular are in search of leadership, strategy, best practices and networks of peers they can connect with as they adapt to an ever changing marketing world. Lucky for those working in B2B industries, there’s an upcoming conference in Boston that was developed for just this purpose: B2B Sales and Marketing Exchange. That name might sound familiar because the same people at Demand Gen Report who brought you B2BMX in Scottsdale have expanded. This first B2BSMX event in Boston features both a Sales[…]

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Content Marketing Planning: How to Build Your Editorial Calendar

I can’t believe I got fired from the calendar factory. All I did was take a day off! Opening today’s post up with a bit of levity felt fitting, because calendars can cause much anxiety. They bring to mind deadlines, meticulous organization, and time crunches, which are often oppressive realities for marketers with a million things on their plates. But the truth is that you’re likely to encounter much more dread if you don’t house your content planning within a documented and strategic editorial calendar for blogging. Building out a set schedule (with a bit of flexibility) ultimately makes your[…]

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Cooked to Strategic Perfection: The Layers of a Deliciously Integrated Content Marketing Lasagna

Few things in this world are as delicious as a corner piece of lasagna. For starters, the top layer of cheese is both gooey and crispy. The tomato sauce is sweet yet peppery. The meat? It’s flavorful and hearty. And don’t get me started on the ricotta and mozzarella layers—my favorite by far. via GIPHY Lasagna is the perfect dish. And its perfection is not just defined by quality ingredients, but how each ingredient is artfully layered together to bring satisfaction with each and every bite. That’s where the magic happens. Cooking a delectable lasagna to perfection is not unlike[…]

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What Can Marketers Learn From the Children In Our Lives? Plenty

In my experience, most marketers fancy themselves as lifelong learners, taking pride in innovating their work and skill set to maximize their impact. We keep tabs on emerging trends, tactics, and tools. We follow industry leaders for their insight. We consult our internal teams and external partners for advice.  But there may be one specialty group we don’t look to for inspiration enough: The kids in our lives. As a parent of two adorable monsters who are growing up way to fast, I’ve been reflecting a lot on how far they’ve come. Of course, I’ve realized that I’ve come far[…]

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6 Cannes Revelations About B2B Marketing in 2020

In June the 2019 Cannes Lions International Festival of Creativity brought together some of the world’s savviest B2B marketers, brands, and other creative professionals. From Nike, IKEA, and Visa to Tommy Hilfiger, Microsoft and Target, strong brands and the marketers behind them were involved at Cannes, and the trends they gathered to explore will play a part in shaping how B2B marketers focus their efforts in the months and years ahead. Here’s a run-down of some of the top B2B marketing and other revelations from this year’s Cannes, and what they’ll mean for your business in 2020 and beyond. 1[…]

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The B2B Marketing Funnel is Dead: Say Hello to the Trust Funnel

The marketing funnel as we know it is gone. Or at least it needs to be, if we as marketers want to move toward a truly customer-centric operation.  In this new installment of our Trust Factors series, we’ll review the conventional models for customer acquisition and explain why they’re going out of style. Then, we’ll present an updated version, geared toward long-term sustainable growth. The Funnel Fallacy We’re all accustomed to funnels: marketing funnels, sales funnels, conversion funnels. These frameworks can be helpful in guiding our strategies, but there’s an inherent disconnect at play: they tend to commoditize our customers,[…]

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How to Power Marketing Presentations With Data Visualization & Win Over Your Audience

We’ve all been there. We’re five minutes into (what we thought would be) a riveting, data-driven presentation, yet a quick scan of the room reveals the audience is staring blankly at our data tables as we drone on. Or worse, someone asks a pointed question about what they do or don’t see and the discussion goes completely of course. Yikes. Perhaps the best advice I ever received in this regard was so simple yet incredibly smart: “Try it as a line graph.” I had presented a data-backed presentation and robust recommended next steps, but whether it was boredom or data[…]

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