Making a Fractional CMO add up - building an organizational marketing team to meet the sum total of your needs
Could a Fractional CMO be the answer to your organizational marketing needs?
Content marketing
When is a headless content management solution not completely headless? When it’s Contentful!
Getting our heads around the latest headless evolution developments at Contentful.
Virtual event highs and lows - with hybrid events on deck, enterprise events remain a baffling failure of imagination
Virtual events remain a grim tour of duty, not to mention a passive exercise in brandcasting. But we've also seen vendors apply creative event design, and get a payoff - ZohoDay being a winning example. There's still time to get this right, and seed our hybrid event future.
Selling through video - secrets of user success, complete with snowboarding pitches and canine co-stars
Video in sales - exemplars of success that include packages in transit, skateboarders on the slopes and canine co-stars!
The problem isn't event technology - events were already broken. We need creative event design
Event startups want to throw technology at the virtual event problem. But enterprise events were already broken. Better virtual events don't start with technology - they start with creative event design.
B2B selling in 2021 - give me industry expertise over the flawed pursuit of hyper-personalization
My last piece on the myth of hyper-personalization stirred the pot - but I didn't do enough to establish a viable alternative. So grab your beverage of choice, and check my outspoken argument for where sales and marketing should head in 2021.
The myth of hyper-personalization - algorithms are still undermining the customer experience
I have a few bones of contention with the hyper-personalization crowd. But is there a better model for B2B? Grab your beverage of choice, and let's follow the argument and see if it has merit.
What would a hybrid event look like? Answer: you'll need much more than a streaming keynote.
What would a terrific hybrid virtual event look like? Is it viable to combine virtual and on-the-ground events? Here's nine tactics that could spark hybrid events - and some thoughts on how events may evolve this year.
CMWorld 2020 - How to create content your audience wants to consume
There is a proliferation of content out there - but that doesn't mean it's working for your brand. Fresh formats like podcasts and videos are also getting crowded. Where do content marketers go from here?
The enterprise professional's guide to Alexa Flash Briefings - why personalizing your news content pays off
Personalization with AI? The jury is out. Personalizing your own Alexa Flash Briefing - pretty useful. Here's my annotated guide to Flash Briefings for enterprise professionals, with reviews of the best content I have found.
The overlooked potential of industry-focused virtual events - an ASUG life sciences example
Superior virtual events don't necessarily require radical changes. As ASUG's recent week of industry events for SAP professionals proved, an industry focus on live customer stories goes a long way. Here's my ASUG life sciences and health care review.
ItelliFest 2020 - a good example of the virtual tech event experience
In common with many other firms, itelligence UK recently ran a virtual event. Unlike much of what we've seen to date, it worked well. Here's how.
Hubspot Inbound 2020 - Marcus Sheridan on content that sells
Marcus Sheridan is something of a legend in content marketing circles. But how does his message apply today? At Hubspot Inbound 2020, Sheridan laid out his "big five" content marketing priorities. It comes down to sales enablement.
