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Winning the Fraud and Cybersecurity Race: A Go-to-Market Blueprint for Competitive Edge
Fraud and cybercrime have become a systemic, trillion-dollar drag on the global economy—but the fight to turn the curve is more than a market opportunity.
Over the past few years, I have worked alongside cybersecurity and fraud-management teams in government, banking, and payments, and nothing is more satisfying than seeing a new solution stop a romance scam or prevent a pensioner from losing their life savings.
Rebooting Your Marketing Strategy to Meet B2B Buyer Expectations
Wed, Oct 21, 2015 — Before the digital marketing boom, sales teams were the hunter-gatherers – the ones that had to go into the forest and slay or harvest what our company would subsist upon. In those days, the typical B2B marketer was asked to sharpen the arrows, restring the bows – and hope that our prep work was good enough to ensure an acceptable bounty. When the sales team shouldered 100 percent of the prospective buyer’s journey, it was up to us to ensure the prospect knew about your company, could call or visit the office for more information, and were loaded down with a highly polished set of sales materials (and telephone script) that hooked them on the notion that yes, we are the definitive answer to their problem.
How to Use Predictive Analytics & Lead Scoring to Supercharge Your Sales Funnel
Thu, Feb 5, 2015 — It's time to add predictive analytics and lead scoring to your sales strategy tool belt. As I have discussed in my previous articles, digital marketing tools and technologies are transforming the way businesses connect with prospective and existing customers. Adoption of these technologies is key to maintaining and gaining competitive advantage.
How to Best Leverage Marketing Technologies in 2015
Thu, Jan 22, 2015 — I was recently asked my thoughts on how technology and digital trends will shape the future of marketing. As I pondered this question, I took note of all of the ways that I am digitally connected to the outside world. My laptop, smartphone, phablet, tablet, and e-reader were all dripping digital data to some unseen force through my WiFi connection. A fitness tracker awaited the opportunity to observe and report my next activity. Acting as marshals for many of these resources were my modem and router, which collected the needed inputs and outputs and converted my actions into trackable information.
Five Ways to Jazz Up your Content Marketing in 2015
Wed, Jan 7, 2015 — If you are reading this blog right now, you are participating in a trend that has transformed the face of marketing as we know it. “Content marketing is …….. creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action,” according to the Content Marketing Institute. If that sounds a lot like what traditional advertising endeavored to do, you’re correct. Content – its creation, refinement and dissemination through multiple channels of communication – has become the essential recipe to the marketing formula. And, like traditional advertising, the gauge of success, too, for content marketing is, “profitable customer action”, e.g., thought leadership, lead generation – and ultimately, sales.
Digital Demand Generation Marketing: Optimize for the Future
Tue, Dec 16, 2014 — Digital Demand Generation: A New Level of Marketing In my last blog, I talked about the need to have your marketing plans be mindful of the increasing importance of marketing technology infrastructure, data, content, mobile and privacy regulations. Assuming you are ready with your new marketing strategies, it’s time to take a deeper dive into the great level of the marketing playing field – digital demand generation marketing. In a little under a decade, the advent of new social and online tools has dramatically changed demand generation – using tools that are accessible, easy to use and offer the ability to micro-target like never before.
Big Data – More Transformational Than the Gutenberg Printing Press?
Sat, Nov 16, 2013 — Last month I visited the Gutenberg Museum in Mainz, Germany. Until this visit, I had not fully considered the impact the invention of the printing press had on the dissemination of knowledge and in enabling democracy. Prior to Gutenberg’s invention, the transfer of recorded information was reliant on scribes copying information by hand from one book to the next. After the printing press, multiple copies of a document could be created, increasing the dispersion of knowledge and lowering its acquisition cost. More information, lower cost.
6 Steps to Understanding and Adapting to the Contours of Change
Wed, Aug 14, 2013 — Markets, like the companies and people who participate in them, are constantly evolving. Many an organization has seen its growth derailed or even faced its demise for failing to pick up or act on a key evolution in their market. The news about the sale of the Washington Post to Amazon founder Jeff Bezos brought that point back to center stage.
Your Brand and the Buyers Journey: Why CEOs Need to Pay Attention
Wed, Dec 5, 2012 —