In the first part of this B2B marketer fails series, I talked about how B2B marketers fail to realize they are selling to people, not businesses. They sell to the professionals who work at a business. And though these professionals have their work hats on, they need to be convinced based on their own personal needs, ambitions, and motivations. The crux of the fail is marketers ignoring how they act themselves. Whether as a consumer or a professional, the people in the marketing department … [Read more...]
My YouTube Awakening – Five Things I’ve Learned So Far
Every few years I have a head-smacking moment where I realize I've been missing a trick. A while back I admitted I was wrong to be a content marketing naysayer. Just this year I realized how I’d been missing the boat on YouTube. I’ve known about YouTube, of course. It saved my life teaching me how to fix my Samsung freezer’s ice maker (154,289 views!). My kids don’t really watch television anymore. Just about everything they view is on YouTube. But I never took it seriously as a tool for B2B … [Read more...]
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