Johannes Hoech shares a post that identifies five key components of a strong marketing message. Digital marketing techniques, like “Account-Based Marketing,” for example, heavily depend on high-quality content that can draw a crowd. Now, to stand out from all the other marketing content from organizations trying to get attention also requires offering compelling thought leadership content with a differentiated point of view that highlights your advantages, but without degenerating into a sales pitch. Prospects typically start their “customer journey” by…

  Susan Meier shares an always-relevant post on storytelling that explains why brevity, honesty, and making it memorable are key components of a good story well told.  There’s a passage from the childhood classic One Fish Two Fish, Red Fish Blue Fish that I personally consider to be the best story ever told: ‘My hat is old, my teeth are gold. I have a bird I like to hold. My shoe is off, my foot is cold. My shoe is…

Jonathan Paisner identifies the cause of tension between corporate marketing and brand marketing, and how you can bridge the divide with a brand messaging format that communicates company vision and value for the end consumer.   B2B companies experience an ongoing tension between corporate marketing and product marketing – because their goals aren’t completely alignedFor corporate marketing, the brand is built upon a big idea that aims to capture the promise of the organization at a macro level. In technology…