b2b-marketing

An interview with Scott Brinker, Martech Super-raphic Guy

(This interview is a companion piece to the post, Let’s Steal From The Marketing Technology Supergraphic, all about the strategy, execution and history of ‘Brinker’s Beast’.) I’ve always admired Scott Brinker from afar (and sometimes, awkwardly, from a-near). He’s without doubt the smartest marketing technology analyst-blogger out there, with an unparalleled signal-to-noise ratio. He does …

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Why the customer journey is a hero’s journey. Sort of.

The problem with the ‘customer journey’ We often refer to the ‘customer journey’. It’s a nice idea, but a problematic one. There’s a reason that Doug made it one of his Three Poisonous Metaphors. Normally when we talk about a customer journey, we’re not really talking about the customer. We call it their journey, but …

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an interview with Elle Woulfe

As our recent A Stakeholder Through the Heart piece explains, we’ve been kind of obsessing about stakeholder management lately. It’s pretty simple: when everyone’s aligned around the same goals and same definition of what good looks like, there’s nothing you can’t do. And when your extended team is misaligned, there’s almost nothing you can do. …

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Are our stakeholders killing our marketing?

Let’s face it, none of us are creating content in a vacuum. We all have bosses to please, internal (and external) customers to serve, senior executives to… sacrifice lambs to. We all have stakeholders. People with a real stake in our success. Like sales people. And product managers. And brand ‘custodians’ (I’m picturing a janitor …

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