Unleash Your Inner Granny

In 1995, I attended a conference of digital elites in Arizona called Agenda. Technology mavens like Gates, Ellison and McNealy were there, less to sell than to mingle through who was doing what and how they were doing it.  Powerful VCs and Angels who could stroke checks faster than the GSA on a Vegas boondoggle…

Marketing to Personas, Selling to People

As buyers perform more independent research prior to engaging with a B2B sales professional, it stands to reason the marketer’s job continues further into the buying process than before. For this reason, sophisticated marketers get serious about drilling into different personas, displacing generic content with specific, precise content for a particular persona. But they also…

Use Catalytic Questioning to Solve Significant Problems

In an earlier post entitled “Question Marketing,” I made the case for question-based exploration and deep diving to identify and solve issues. It’s part Socratic method, part trial and error, and part creative brainstorming. Specifically, I wrote: “Question Marketing…came to be the process by which marketers use questions to clearly identify the right messages, the right…

How to Ditch Marketing And Make Friends

As a follow up to my post yesterday regarding agile marketing, this post from HBR is a nice complement. The concept is simple: marketing is really about making friends. Groundbreaking? Not really, but still worthy of consideration and analysis. Here’s why. With the exponential growth of social channels, earned media has become far more important…