First Impressions: On landing pages and landing in general
I’m the new guy, freshly landed at Velocity Partners, and this is the new guy post. Taking the theme “you never get a second chance to make a first impression” to heart, let’s talk first impressions:...
View ArticleOn first impressions and landing pages
[This article derives from another blog post, called "First Impressions: On landing pages and landing in general"]. Taking the theme “you never get a second chance to make a first impression” to heart,...
View ArticleB2B content marketing: when target audiences clash
Marketers are instinctively inclusive. Our default is to set our crop-sprayer on the widest possible setting, covering the largest possible audience for everything we do. But content marketing is...
View ArticleStarting with an earthquake and building to a climax
Sam Goldwyn, legendary Hollywood film producer (famous for malapropisms, paradoxes and errors of speech) once said: "We want a story that starts out with an earthquake and works its way up to a...
View ArticleContent Differentiation: Doug Does Mad Marketing TV
I was honoured to be invited to be Jeff Ogden's guest on Mad Marketing TV, the excellent series of interviews with
View ArticleIs B2B content marketing jumping the shark?
‘Jumping the shark’ is one of my favourite expressions. Wikipedia tells us it means “the moment in the evolution of a television show when it begins a decline in quality that is beyond recovery. The...
View ArticleDiary of a Content Pimp 2 – Goals, Metrics & Fears
The one about our goals for the Content Marketing Checklist campaign and the metrics we'll use to track them.
View ArticleB2B marketers: denial is not a strategy
Most B2B marketing strategies are still fueled by some serious denial. Time to wake up and smell the coffee.
View Article19 verbs that help to build your new marketing team
All about the shape and tasks of the modern B2B marketing team and the 19 verbs that tell you what you need to do.
View ArticleContent marketing: get the Innovator’s Dividend
Doing new things in content marketing gets you the Innovator's Dividend. Here's why you want it and how to get it.
View Article9 tips for better sales & marketing dashboards
Sales & marketing dashboards are the engine room for B2B. Here are 9 ways to improve yours.
View ArticleHundreds trapped in MOFU hell
This is what happens when marketing automation goes wrong. A cautionary MOFU tale. In the cloud.
View ArticleBrightInfo Review: Grab anonymous visitors before they bugger off
A review of BrightInfo, a tool for targeting content to anonymous web visitors before they click away. Kinda cool!
View ArticleIrresistible Content for Immovable Prospects
Sometimes content marketing has to blast through objections, ask for the order and inject some urgency. Here's how.
View ArticleClik here to view.
Why ideal prospects are the only prospects that matter
I’ve been seeing a lot of ‘Mega-Influencer Roundups’ that ask the question, “What single thing would make the biggest difference to every B2B marketing strategy?”. None of them have asked me yet, so...
View ArticleWFH#7: What we’re seeing
A quick look at some (early) data on how the pandemic has affected marketing metrics.
View ArticleWFH #8: Plan your emergence now
For the last month or so, marketing has been almost 100% reactive. And rightly so. We’ve all been trying to come to terms with this ghastly thing, so we’ve all been scrambling to figure out...
View ArticleWFH #9: The Adjective of the Pandemic
What does it say about B2B marketers that we cluster around the same phrases to express this big, hairy thing?
View ArticleGalvanizing story part 5: Talking the… talk.
I spoke about The Galvanizing Story at last year’s Content Marketing World. It’s kind of the Musical Video Extravaganza version of the first four blog posts on this topic (without the music and in...
View ArticleThe antidote to uncertainty
You're nursing frozen budgets and interrupted plans. That doesn't mean it's time to stand still.
View Article