Executive Perspective: The Rise of 5 Marketing Gladiator Roles

B2B marketing is ever-changing, and it’s currently undergoing a huge revolution. Today’s schools don’t often teach some of the skillsets that modern marketers need to succeed. Sure, you can learn about the 4 P’s, read great case studies from companies like Coke and GE, and dive into go-to-market strategies — but there is a huge…

Executive Perspective: Are You Marketing Pain Killers or Vitamins?

I recently read a blog post by David Cummings, co-founder of Pardot, that discussed the concept of selling painkillers versus vitamins. The idea behind the article was that a focus on pain points will do you more good than selling “vitamins,” which are thought of as a luxury. This got my attention because as marketers,…

Executive Perspective: When GOOD Marketing Is GREAT Marketing

You’ve probably read or at least heard of Jim Collins’ book Good to Great, but if you haven’t, it’s honestly one of the best books I’ve ever read. The book focuses on how good, mediocre, and even bad companies can achieve enduring greatness, and really emphasizes how companies can go from good to great based…

STOP Saying My eBook Closed a Million Dollar Deal

Answer honestly: when was the last time you bought a product after reading an eBook? At the risk of offending all of the content marketers out there, let me say this: it makes little to no sense to give 100% credit for a sale to an eBook. But before you start banging down my door,…

The ONE Thing Great Marketers and Leaders Do That the Ordinary Don’t

As Seth Godin would say, it has become more important than ever to be remarkable. But what does remarkable really mean? By definition, it means worthy of attention, striking — but in the context of marketing…? Marketers have been grappling with this question for a long time. What can we do to be remarkable? How…