This blog was co-written by Scott Friedman and Mel Johnson. B2B technology companies are caught in a perfect storm: breakneck innovation with AI, increasing buyer expectations, and more complex and competitive buying cycles. While many companies have leaned into to address these escalating challenges, they may not be integrating a third vital corporate imperative thatRead more
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In collaboration with Forest Taylor. For years, marketers have been forced to prioritize brand or demand, making difficult decisions to shift budgets between the two when new challenges arose—such as a new product, competitive shift, or other market disruption. Brand often lost this tug of war as the urgency of the moment drove marketers toRead more
Content Marketing, Story + Content, Strategy + Positioning | Comments are Closed | 25 July, 2022 | 0
I detest the term “thought leadership.” It’s a pet peeve, but thought leadership isn’t something that you somehow “do.” Tim Marklein nails it when he makes the case that this is something that has to be earned. It’s not to be – or shouldn’t be – lumped into the same sentence with demand generation. SplittingRead more
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