Let’s Look Inside the Mysterious Mind of the CMO

 I recently had the opportunity to be the keynote speaker at the “Ignite Your Growth” Conference in Atlanta at the new HP Graphic Arts Experience Center. Knowing that the audience would consist of printing professionals interested in growing their businesses, I thought it would be interesting to discuss an individual they probably have on their prospect list – the CMO.

As a B2B marketing agency, CMOs are one of our targets as well, so we do our best to maintain a persona profile of the typical CMO. That is, we try to think like they think so we can create compelling content that will interest them. … Read more

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B2B Storytelling Case Study: Some Ideas Take Off In Unexpected Ways

I’m in the idea business. As a senior creative director and partner at a B2B marketing agency, I work at creative ideation and storytelling as it relates to branding and content marketing.

Every once in a while, when I have a really wild idea I think may have no chance of flying, I’m reminded of a story I was once told. It’s one of my favorites and I hope you enjoy it.

Barbershop-to-Biplanes: A tall tale turns out to be a true story

I don’t remember his name, but I will never forget him. One summer during a break from college, I was working as a physical therapy assistant at a rehab facility when I met this interesting old guy with a great story. He was a patient recovering from a stroke, and he told me the tale while I was helping him exercise one day. … Read more

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The Content Marketing Fail, aka “the Twinkie Effect”

Creating fresh, valuable content for your company’s website not only improves your search rankings and gives your brand a voice, it also shows your customers, your prospects and your industry that you have something to say. And, more importantly, it shows you’re listening.

Content is king, long live the king. Digital content lives forever.

There is, however, a downside. I call it the “Twinkie Effect.” … Read more

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B2B marketing without creative has no punch

The purpose of this post isn’t to argue the merits of inbound marketing with creative content. I believe that any B2B marketing professional still debating against that is probably not open to the points I want to make.
Since I speak as senior creative director, you may be surprised at how broadly I apply the word “creative” to B2B marketing. I think every part of the process, from assessment of an opportunity or problem, to the formulation of a strategy and budget, to the creative development of messaging and imagery, to the way your story is told all benefit from being more creative.

Fight for your right to be more creative.

Quite a few years ago, I was introduced to an assistant general manager of a client’s field office by one of their marketing directors. She mentioned I was a creative from the ad agency and, as we shook hands, he said,“Oh yeah, you guys are the ones that do all our fluffy stuff!” … Read more

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