The “Now-Next-New” Approach to Marketing Resource Allocation

Currently, most B2B marketing leaders are well positioned to plan for 2022, and some of the more important and difficult decisions they will be asked to make during the planning process involve the allocation of marketing resources (money, people, time, etc.). Allocating resources is a difficult part of marketing planning for several reasons. First, no … Read more

Empathetic Marketing Will Be Vital in 2022 . . . But It’s Not Easy

Empathy has become a hot topic in marketing circles over the past couple of years. The increased interest has been largely driven by the COVID-19 pandemic, which has disrupted the personal and professional lives of millions and wreaked havoc on corporate operations almost everywhere. Seasoned marketers quickly realized that communications with potential customers and buyers … Read more

Two Ways To Make Your Case Studies Stand Out

Earlier this month, Michael Brenner published a great post on the Marketing Insider Group blog describing how to create engaging case studies for clients. Michael made many valuable suggestions including: Make case studies ‘fit in’ for potential buyers Include enough detail to make the case studies look real Tell the full story (including the challenges … Read more

One More Key to Better Marketing in 2022

My posts here over the past several weeks have focused on providing information and discussing concepts that can help marketing leaders develop more effective marketing plans for 2022. Currently, many marketing leaders will be in the final stages of their planning for the year ahead, but there is another important point It must be clarified. … Read more

Our Most Popular Posts of 2021

This will be my last post for 2021, and I’d like to thank everyone who took some of their valuable time reading this blog. My goal with this blog has always been to provide content that readers find informative, thought-provoking and informative, and I have been very pleased with the interest and engagement this blog … Read more