Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot……
Tag: Sales Activation
My presentation – 4th Annual Content Strategy Summit
Here is the deck I’ve presented earlier today at the 4th Annual Content Strategy Summit in Vienna. It’s in pdf format. The deck is an evolution of the article I……
You Should Know Your Marketing Velocity
“You Shall Know Our Velocity!” is a 2002 novel by Dave Eggers. It was Eggers’s debut novel and one of my favourite books of all times. It tells about two friends,……
Strategy Models for Marketers (and Content Marketers)
When requested to design a marketing strategy to overcome a specific problem, we (marketers) often confuse goals with strategy. We start with goals, and we stop with goals – without……
How a Common Content Strategy Unites Marketing’s Different Natures
I recently wrote about the two “natures of marketing”, brand awareness and short-term sales activation (or leadgen, as we B2B marketers are used to call it) and the role of content within the……