How to find a change agent If you’re not getting the marketing results you need, you may need a change agent. Or, take on the role of change agent yourself. To find hidden change agents among your team, look for these 4 behaviors: 1. Change agents question everything Change agents exhibit relentlessly curiosity. They obsess …
If you have 4 potential story lines for your marketing message, which one works best? This quiz question came from author and marketer Tim Riesterer, who made a big impression at the Business Marketing Association (BMA) 2016 Conference in Chicago. Riesterer focused on how B2B marketers can create a business message that helps sales break through to customers and win a …
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The Audience’s Bill of Rights. See marketing through your audience’s eyes To help you see how marketing looks through the eyes of customers, I created the Audience’s Bill of Rights. Most advice on marketing comes strictly from a marketer’s viewpoint. But we can learn a lot by looking at content through the audience’s eyes. It’s crucial for marketers to …
Lessons about content marketing. As I analyze the content you shared most on social media over the past year, I’m learning a lot from you. Thanks! You taught me 2 big lessons in 2015. 1.) You really like to share pithy content, such as: CM World boiled down to 3 charts and 10 quotes. The …
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Ready for 3 days of learning from the Business Marketing Association 2015 #BMA15 conference, packed into 15 aha! moments? Here goes. What’s changing with B2B buyers? Buyers are doing more searches than before. The typical B2B purchase now involves 12 searches, says Jim Lecinski of Google. Yet buyers are looking at fewer brands. In fact, 60% …
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