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From Market Competitor to Trusted Advisor: Leveraging Research to Dominate Your ABM Strategy
My previous article explored how research-based thought leadership transforms prospect relationships in ABM programs. Now, let's tackle the practical framework: How do you build and implement research-driven ABM to elevate yourself from being seen as just another market competitor to becoming an indispensable trusted advisor?
What Digital Marketing Managers Can Learn From the Slow Food Movement
Thu, Apr 23, 2015 — The Need for an Organic Marketing Strategy Pay-Per-Click (PPC), sponsored content, and paid links have become the McDonald’s of modern marketing. With these methods, marketers hope to get traffic and, with luck, conversions, as quickly as possible and with as little effort as possible. It’s as if digital marketing had a drive-through window.
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.
SEO for the CEO: What You Need to Know, How Not to Screw It Up
Sun, Jul 28, 2013 — Maybe it’s happened to you: your board looks at your budget for web marketing and asks about key performance indicators. As the CFO or CEO, you boldly look over the data from your marketing team and condense the complexity to a quick test: How are we doing on these five keywords? One of your board members measures the effectiveness by doing web searches: Are we ranked in the top 3 on Google for this one? And as the wind shifts, Marketing starts to focus on a few keywords, looking at rankings instead of results. Meanwhile, the OTHER 500 search terms that are driving traffic go under the radar, and the bounce rate (one page visits) doesn’t budge. While one search term can look like the prize because it has high volume, it doesn’t necessarily convert into new business. And more traffic doesn’t necessarily mean more sales. Top rankings don’t matter if they’re the wrong search terms.