Budget cuts may be a necessary evil in uncertain economic times. But even declines in funding don’t take the pressure off your marketing team to deliver results.

For business owners, established content marketers and new-to-marketing marketers, it is always important to update, improve and beef up your content marketing plan.

Companies have so many analytical options at their disposal that they often become paralyzed, defaulting to just one tool. But an integrated marketing-analytics approach is the key to driving growth.

As a CMO or marketing leader, you can't go it alone. Contributor Matt Zilli explains the characteristics you should seek out when building a team.

In today's modern climate, the creators of user-generated media and third parties -- like bloggers and influencers -- have greater influence on a company’s reputation than ever before.

Sales and marketing leaders can help drive value for their organizations by working more closely together on customer engagement, measurement, talent, and technology.

In today's mass-reach world, it is easy to be blinded by scale. But in a world of seemingly infinite reach, that one-to-one connection is more valuable than ever.

Aligning sales and marketing has become common practice as a business strategy, improving the dialogue between two separate departments of a business for improved results all around.

On numerous occasions, I’ve been asked what makes a strong brand. An immediate response is the company’s founders. Without a visionary founding, an organisation is soulless.

Historically, making the transition from CMO to CEO wasn’t a common career trajectory. However, the emergence of Big Data and digital marketing has brought on a shift in business – one that has put marketers at the hub of the business wheel, making them a smart choice for CEO.

Forrester predicted that thirty percent of organizations will fire their CMO in 2017. Why?

It’s no secret that a person who talks endlessly about themselves is a bore. For years, businesses have been guilty of this “look at me” approach when it comes to positioning and messaging.

Once upon a time, there was a creative industry with three different disciplines: marketing, advertising, and design. For a long time, these industries were happy.

The marketing landscape is constantly changing due to emerging technologies and it can be hard to keep up with the latest trends.

What is more important to your organization: marketing generating a high volume of sales leads or sales closing a higher percentage of leads? Are they mutually exclusive?

What makes a brand successful in the digital age? A joint study by SAP, Siegel+Gale, and Shift Thinking suggests that digital brands don’t just do things differently; they also think differently.

The marketing landscape is evolving rapidly. Hardly breaking news. There are new companies and products constantly popping up that enable more efficient and effective work across all channels.

Creating a Strategy That Works (Strategy + Business)


Almost every business today faces major strategic challenges. The path to creating value is seldom clear. 

The world is filled with process, efficiency, and order. The overburden of technology in our lives and a world of connected devices have washed us over with a discipline we supposedly didn’t have when life was less connected. 

The marketing industry has been talking about disruption for years, but 2018 is looking like a year for rearranging the decks. In the past 12 months we have witnessed many developments that will surely shape the future of marketing.

Don’t annoy your customers. If there’s a cardinal rule of email marketing, that’s it.

Almost every business today faces major strategic challenges, but different companies are challenged in different ways. That’s why so much conventional wisdom surrounding strategy — for example, understanding your external environment — can fall short of what a company needs.

Marketing is often viewed as an expense rather than a revenue generator, but now savvy brands are creating content operations to deliver new sources of direct income, as well as brand awareness.

“Everyone gets excited about change, except when it happens to them." These battle-hardened words were shared with one of us (Robert) years ago by the CMO of GE.

While many different factors can play a role in declining or stalling revenues, one of the easiest to fix and yet hardest to admit is how much is due to a self-inflicted wound stemming from arrogance, ego and stubbornness.