Blog

Strategy

30 Aug 2018

How to Prioritize Challenges When Everything is #1

Heidi Haaven Posted in: Business, Consulting, Leadership, Project Management, Strategy

When it comes to business challenges, especially large and complex ones, you need clearly defined priorities and a timeline that you can actually stick to. Easier said than done, right? There are bound to be a lot of opinions from different areas of your company, not to mention plenty of unexpected dependencies and surprises along the way.

25 Apr 2018

How a Vision Map Can Align Your Business Units

Bobbiann Froemke Posted in: Business, Leadership, Manufacturing, Strategy, Partner Management Strategy

Different stakeholders. Different business units. Different processes. All of those factors can make it difficult to define business priorities, align common goals and demonstrate the value of changes. One key to alignment is mapping a vision.

5 Jun 2017

The 5 Essential Marketing Strategy Tools for Manufacturers

Preston Sternson Posted in: Content Strategy, Customer Journey, Digital Experience, Manufacturing, Marketing Strategy, Personas & Segmentation, Strategy, Brand, Audience, Message, Content Development

If you’re a marketer at a manufacturing company, chances are you’re positioning your company for growth. After all, the global manufacturing economic outlook looks very good.

29 Aug 2016

4 Essentials: How to Engage Your Customers as Individuals

Susanna Oliver Posted in: Customer Experience, Customer Journey, Digital Experience, Strategy, Brand, Audience, Message, Targeted Marketing Programs

Imagine a world with a store stocked just for you. Everything you need is on the shelves. It caters to your styles, favorite colors and lifestyle. Because this store is customized just for you, it isn’t cluttered with stuff you don’t need or stuff you have no interest in, so you can focus on what you need.

15 Aug 2016

B2B Marketing Strategy by 2020: 6 Predictions for Manufacturers

Eric Dukart Posted in: B2B, Customer Journey, Insights, Manufacturing, Marketing, Marketing Automation, partnerDRIVEN, Personas & Segmentation, Revenue Attribution, Strategy, Brand, Audience, Message, Lead Management Strategy, Marketing Campaign Attribution, Targeted Marketing Programs

Four years ago, B2B marketing was in a state of flux. Content marketing was on the rise, but marketers were still trying to convince their bosses that it could work as well as – or better than – traditional marketing at a fraction of the price. Mobile devices were just beginning to be factored into marketing strategy. And no one was quite sure how to measure the results of a successful (or not so successful) marketing campaign in the new media environment.

11 May 2016
15 Feb 2016

Journey Maps 101: Telling a Story

Dave Jones Posted in: Customer Journey, Marketing, Personas & Segmentation, Storytelling, Strategy, Brand, Audience, Message, Targeted Marketing Programs

Customer journeys are the hot trend in marketing – for good reason. Journey maps can outline everything from specific touchpoints to the people and technologies needed to support those interactions. The best journey mapping activities also try to account for customer actions and attitudes.

4 Feb 2016

Connecting with B2B Buyers: Where to Start?

Brent Teiken Posted in: B2B, Brand Strategy, Customer Experience, Marketing, Strategy, Brand, Audience, Message

Earlier this year, Ad Age published an article entitled “Seven B-to-B Marketing Trends That Will Shape 2015.” In the article, Adam Kleinberg, CEO of Traction, said, "We need to realize that B-to-B customers are people. They go home and watch American Idol and they sit in traffic on the way to work. They have the same humanity and cultural insights you see in consumer work.”

4 Dec 2015

6 Simple SEO Keyword Research Tactics

Ben Sailer Posted in: Competitive Analysis, Digital Marketing, Google, Integrated Marketing, Keywords, Search Engine Marketing, SEM, SEO, Strategy, Brand, Audience, Message, Buyer Journey Optimization, Targeted Marketing Programs

It’s common knowledge for experienced digital marketers: any strong search engine optimization or content marketing campaign starts with proper keyword research. But if you’re just getting started with SEO or creating content for your company, it can be easier said than done.

25 Nov 2015

Rules of Thumb: Keeping Your Brand Promise with Digital Experience

Jason Jacobson Posted in: Branding, Customer Research, Digital Experience, Integrated Marketing, Mobile, Social Media, Strategy, Web, Brand, Audience, Message, Targeted Marketing Programs, Technical Strategy

Every strong brand adheres to a promise of quality, service, price or a combination of two. Yes, only a maximum of two.