Summary In today's episode, I compare Slack and Discord communities using inbound link data from SEO software. Here's what this means for you. You'll discover which platform suits your marketing audience based on community size, growth, and topical focus. You'll also learn these concepts: how code reusability speeds up analysis across datasets, why Discord's pandemic-era…
Summary In today's episode, I explore how AI and ABM (Account-Based Marketing) interact and whether artificial intelligence will replace this B2B marketing approach. Here's what this means for you. You'll learn that AI doesn't replace ABM but rather fine-tunes it by validating your assumptions and revealing who your best customers really are. You'll also learn…
Summary In today's episode, I walk through ten practical tips for approaching B2B public relations, especially for marketers new to the discipline. Here's what this means for you. You'll reframe PR as a long-term sales job built on relationships, organization, and patient outreach rather than quick wins. You'll also learn these concepts: why treating PR…
Summary In today's episode, I walk through how to replace in-person trade shows and conferences with virtual lead generation strategies when physical events disappear. Here's what this means for you. You can redirect that conference budget into sponsorships, webinars, and community-based marketing to reach new audiences without leaving your desk. You'll also learn these concepts:…
Anonymous asks, “In B2B marketing, how do I track a lead from a paid ad to a conversion?” The process requires great Google Analytics setup and tagging, nothing more, at least to the point of conversion. To the point of sale, that requires a good CRM and potentially a marketing automation system. Can’t see anything?…
Arryck asks, “What tips do you have for a marketer who is switching from B2B to B2C marketing, focusing on moving a lot of product in store and online?” Fundamentally, B2B and B2C are the same thing. The question is how complex the sale is. A lot of B2B marketing also resembles mortgages, college educations,…
Summary In today's episode, I explain why switching from B2B to B2C marketing is less about a structural change and more about recognizing that sale complexity drives your strategy. Here's what this means for you. You'll discover a simple diagnostic that helps you find and fix the weakest stage in your funnel to unlock multipliers…
Dennis asks, “I’ve been disqualifying and discarding consumer email addresses like GMail and Hotmail in my marketing automation system. Is this a best practice?” In a word: no. The reason your prospects do so is probably because they can’t receive certain kinds of emails and attachments at work. Meet them where they are and accept…
Summary In today's episode, I explain why B2B marketers should stop disqualifying leads just because they submit a Gmail or Hotmail address, and I share better approaches for capturing those contacts. Here's what this means for you. You'll stop leaving money on the table by treating valid prospects as junk and start building richer lead…
Summary In today's episode, I preview an upcoming B2B marketing talk about why most analysis fails to drive decisions and what you can do about it. Here's what this means for you. You stop dumping data on someone's desk and start delivering insights that move your business forward. You'll also learn these concepts: the three-question…
