Category Archives: B2B Marketing

Marketing Insanity

Posted on August 15, 2018 by Lorena Harris

A quote widely attributed to Albert Einstein reads, “The definition of insanity is doing the same thing over and over and expecting different results.” This is increasingly true in B2B Marketing, where the pace of change has accelerated exponentially in … Continue reading →

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What’s a CMO to Do?

Posted on May 9, 2018 by Lorena Harris

According to Scott Brinker at ChiefMarTec.com, the average enterprise today now uses over 1000 cloud services. MarTech presents the largest menu of vendor options. As of April 2018, over 7000 active MarTech solutions are available in 47 categories. That’s 700% growth … Continue reading →

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B2B Marketing’s Fault Lines

Posted on April 9, 2018 by Lorena Harris

Ten years ago a seismic shift rocked the B2B Marketing community. Marketing Automation Systems (MAS) began cracking our foundations. Suddenly they were “on the radar” of every marketing executive, becoming required learning. Within a few years investments in MarTech were … Continue reading →

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Content Contentment

Posted on March 18, 2018 by Lorena Harris

What to Do If You’re Not Content With Your Content Growing companies accumulate a lot of content – good, bad and ugly. Marketing generates everything from short-form materials such as blogs, posts, and web copy to long-format content such as white papers and eBooks. … Continue reading →

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Content Across the Ages

Posted on January 21, 2018 by Lorena Harris

In his recent MarketingProfs article, “The Brand-Content Preferences of Different Age Groups,” Ayaz Nanji examines HubSpot survey data and concludes that every age segment has different content preferences. Seems we all consider videos “the most memorable type of brand content.” … Continue reading →

Posted in B2B Marketing, Channel Preference, Content Marketing, Customer Behavior, Customer Experience, Customer Experience Research, Customer Segmentation, Digital Marketing | Tagged , , , , , , , | Leave a comment

Marketing Megatrends for 2018 – A Lot to Digest

Posted on December 2, 2017 by Lorena Harris

According to Matthew Sweezey’s 11/29/17 article in MarketingProfs, we can expect “Five Marketing Megatrends for 2018”. I’ve digested and summarized those megatrends below. But are these attainable for companies without mega-budgets? Let’s examine: Context Replaces Advertising as a Growth Lever … Continue reading →

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Dear Marketing Leaders, Use It or Lose It

Posted on August 28, 2017 by Lorena Harris

As we near the end of 2017, many publicly-held companies will be examining budget usage against performance. At this time of year, Marketing leaders often become concerned that their unused budget will be pulled back to improve year-end financials – … Continue reading →

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The Marketing Forest, Trees, and Me

Posted on April 7, 2017 by Lorena Harris

Advantages of enlisting a Marketing Integration Consultant to create your strategic marketing integration plan Continue reading →

Posted in B2B Marketing, Content Marketing, Digital Marketing, Financial Services, Marketing Automation, Thought Leadership | Tagged , , , , , | Leave a comment

The Story I’m Sticking To

Posted on April 7, 2017 by Lorena Harris

Published on LinkedIn September 16, 2016 For years I’ve been drawing this “demand-gen engine” diagram on white boards across America’s FinTech companies. It always makes perfect sense to the viewers — they say, “Exactly, we should be doing that!” But I’ve … Continue reading →

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Silos, Sticks and Carrots

Posted on April 7, 2017 by Lorena Harris

Published on LinkedIn January 21, 2017 How many times have you heard the word “silos” at work? As in, “They’re in their own silo,” or “This company has too many silos.” If that’s a common term, mostly likely your company has … Continue reading →

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