• Positioning and Messaging

    2 Dirty Secrets About Content Marketing and Social Media

    by  • October 24, 2011 • Content Marketing, Inbound Marketing, Marketing, Positioning and Messaging, Social Media Marketing • 1 Comment

    The recently published 2011 Demandbase B2B Website Demand Generation Survey Results highlighted 5 findings from its survey of 100 B2B marketing and IT professionals.

    But what I found most interesting was what their data revealed but they didn’t highlight: 2 dirty secrets of content marketing.

    To highlight these conclusions, I converted Demandbase’s results into graphics.

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    How to Apply Scott Cook and Clayton Christianson’s “Job” Advice to B2B Companies

    by  • July 25, 2011 • Marketing, Positioning and Messaging • 0 Comments

    One of my favorite marketing articles is “Marketing Malpractice: The Cause and the Cure,” written by innovation guru Clayton M. Christensen, Intuit cofounder Scott Cook, and Taddy Hall of the Advertising Research Foundation.

    Published in the December 2005 issue of Harvard Business Review, the article teaches important lessons about developing and differentiating products in today’s crowded markets, including crafting the most effective messages.

    Here’s the link to the article, a synopsys, and how to apply their lesson to B2B companies.

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