Matthews on Marketing

Matthews on Marketing

AI in Marketing Part 2: Buyer Persona Research 

By

There’s been no shortage of bold claims about how AI will revolutionize (or ruin) marketing. I’ve spent the last six months experimenting with AI tools to understand how they could actually help my team. In this article series, I’ll walk you through the use cases that I’ve found most promising. Companies don’t buy products, people do.  I’ve done B2B sales and marketing for my whole career, and I’ve seen how often my colleagues forget this very basic principle. All the talk these days seems to … [Read more...]

AI in Marketing Part 1: Optimizing for the New World of Search

By

There’s been no shortage of bold claims about how AI will revolutionize (or ruin) marketing. I’ve spent the last six months experimenting with AI tools to understand how they could help my team. In this article series, I’ll walk you through the use cases that I’ve found most promising. Connecting with buyers through web search is by now a decades-old practice for marketers. Most marketing teams do some level of search engine optimization (SEO). But AI has brought some big changes to search. … [Read more...]

Take Control of Your Pipeline With Demand Forecast Calls

By

CMOs can get themselves into a pickle when pipeline generation falls short. By the time they realize they are below the target, it may be too late to recover. I’ve borrowed a practice from my sales brethren to help me avoid this problem. Most B2B marketers are familiar with sales forecast calls. These meetings are typically held weekly by sales leaders. Sales reps review their deals and expected outcomes. Sales leadership inspects the deals by asking questions about timing, competition, access … [Read more...]

Six Keys to Winning at Analyst Relations

By

A favorable showing in an industry analyst report can result in millions in new sales. Being a laggard can mean you won’t even get invited to pitch your product. So, how can you make sure your company’s product moves to the top? The two most influential analyst reports for B2B tech buyers are the Gartner Magic Quadrant, aka "the MQ," and the Forrester Wave. I’ve been briefing analysts from these two analyst firms for many years now. By way of credentials, my teams and I have moved three … [Read more...]

Network Tech Branding: The Cool Stories Behind the Ethernet, Bluetooth, and Wi-Fi Names

By

“Hey, what’s the 802.11 password?” I’m guessing you’ve never heard anyone ask that. But someone asking you for the Wi-Fi password? Every family vacation you have taken in the last five or so years? I was on a ski trip recently and was wondering how we ended up with phones that connect to my Audi via something called Bluetooth, an iPad that streams Netflix in the condo using Wi-Fi, and somewhere a router connected to the granddaddy of packet pushers, a thing called Ethernet. Three memorable but … [Read more...]