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B2B CMOs: Master The Challenger Sale

B2B CMOs: Master The Challenger Sale

Tweet In The Challenger Sale: Taking Control of the Customer Conversation, Matthew Dixon and Brent Adams present a strong case for a sales/business development effort that challenges prospects to think differently about their business challenges. We agree. We’ve seen it work time and time again. But it only works when […]

Five Keys To A Strong B2B Tech Brand Story

Five Keys To A Strong B2B Tech Brand Story

Tweet Technology, perhaps more than any other area of marketing, requires having a strong brand story. (This goes double for ad tech. Finish reading this,  then click over to our “Winter Is Coming” site for more about how we can help.) Everything is in a constant state of flux: your […]

Ten Heretical Thoughts About Advertising

Ten Heretical Thoughts About Advertising

Tweet 1) There is no such thing as an advertising audience anymore. Attention has been permanently scattered to the four winds. This will only get worse. 2) Yet, advertising continues to work.  Because its true purpose is to either: a) let the world know something exists; or b) remind the […]

How To Get From Analytics To Insight

How To Get From Analytics To Insight

Tweet I met recently with the global director of digital for a big, well-known brand. He wanted to talk about analytics and insights. Or to be more accurate, the abundance of analytics and the paucity of insights. “I’m out of ideas for what to add”, he said with a frown. […]

A Heuristic

A Heuristic

Tweet A heuristic: the hotter the opening salvo in any discussion, the lower the potential for intelligent debate. It’s human nature to push back, but remember: you can’t put out fire with gasoline. Instead, cool things down so progress is possible? Start here. Rage Face Illustration Credit: Thoth (Creative Commons) […]

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Big Data and Media: Everything Is OK

Big Data and Media: Everything Is OK

Tweet Here’s a bold prediction. Or, more accurately, a mediocre one. The future of media is OK. Not amazing. Not awful. Just… OK. Average. It’s not because people don’t care anymore, or that the good old days were some sort of magical time in which everything was awesome. Mediocrity has […]

Viral Video: The Age Of Stunted Brands

Viral Video: The Age Of Stunted Brands

Tweet Have you seen the recent video of the really cool stunt where some bank gives away surprise gifts to customers through their ATMs? I’ll bet that viral video is getting a ton of views. They might even get some through this blog post. Hooray, social media! Sure, it’s kind […]

Simplicity VS “Can We Add Just ONE Thing?”

Simplicity VS “Can We Add Just ONE Thing?”

Tweet   Simplicity makes users happy. But it tends to make organizations stupid. People worry their bosses won’t think they’re working hard enough. Users, of course, do not give a damn about this. People who think the project will succeed have the urge to put their thumbprint on it. Users, […]

The Internet Is The Id With A Mouse And Wi-Fi

The Internet Is The Id With A Mouse And Wi-Fi

Tweet If you want to understand the Internet, it’s pretty simple. It’s just the Id with a mouse and Wi-Fi. For proof, here’s Freud’s description of the Id: “it is the dark, inaccessible part of our personality (…) a chaos, a cauldron full of seething excitations. … It is filled […]