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The Buyer’s Journey
As a buyer, would you rather work with a company that focused on their sales cycle or on your buyer’s journey? That’s what I thought. So why do so many experts and articles focus on aligning content...
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The Buyer’s Journey Part Two
In Part One of The Buyer’s Journey, I talked about the importance of aligning your content not with the sales cycle, but with your unique buyers and their buyer’s journey. Here, in part two, I’ll cover...
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Marketing 2022: The Future of Marketing is Agile
Marketing is broken. As explained in my previous post Do We Need an Agile Marketing Manifesto?, marketers are stressed out and sometimes dysfunctional because of the speed of change, fractured and...
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Your Customer Creation Equation
I just finished reading Brian Massey’s Your Customer Creation Equation and I liked it and recommend it, but not for the reasons I expected. The Conversion Scientist I was pre-disposed to like this...
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1 Degree Shifts for Your Marketing
I was skimming a page of brand marketing firm PureMatter, when this paragraph jumped out at me: We believe that authenticity drives the energy necessary to create forward momentum. We call it “1°...
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How to Write Agile Marketing User Stories
I often get asked about writing Agile Marketing user stories and how they differ from developer user stories. I’ve written about it before in a two-part post on User Stories here and here. But I don’t...
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Are You a Maker, A Taker or a Faker?
No matter where or what, there are makers, takers and fakers -Robert Heinlein, Time Enough for Love For too long marketers have been, or have been seen as, fakers and takers, not makers. Television has...
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How to Budget for Marketing
Photo courtesy of Alan Cleaver I frequently get asked “How do I build my budget for marketing if I’m practicing Agile Marketing? Finance is asking me for an annual budget; how do I give them numbers if...
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3 Book Diet
I was over at Chris Brogan’s site, catching up on my reading, and ran across a post by him called The 3 Book Diet is Upon Us. The idea is to select 3 books as the only books that you’ll read for a...
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Are You a Fox or a Hedgehog?
I’ve been reading Nate Silver’s book The Signal and the Noise. Nate Silver, in case you haven’t seen him on one of the 20 or so talk shows he’s been on to publicize his book, is the statistician who...
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The Transformation Agenda
One of the toughest jobs for any marketer is to repair a damaged brand. Sometimes, it’s not repairing damage, but simply changing the attributes that the market associates with the brand. In early...
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Amplify Your Agile by Walking on the Moon
Guest Post by Steve Gilbert OK, you are thinking, what the heck does a Police song from the 1979 have to do with Agile Marketing? We all know the genius of Sting, the iconic songwriter, but was he...
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Is Agile Marketing only useful for managing Content?
One of the easiest ways to get started with Agile Marketing is to use Scrum to manage the production of Content. Agile was designed to help improve the production of software code; it makes sense that...
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Marketing Capability Layers
I love Scott Brinker’s Chief Marketing Technologist blog. Not many people know this, but a blog post by Scott in 2010 was the inspiration for this blog. I constantly find that Scott produces...
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Stories, Narratives and Brand Promises
Greg Satell writes one of my favorite blogs, DigitalTonto. Through his blog, Greg introduces me to new thinking and authors who are new to me. His latest post includes a prime example: John Hagel’s...
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Why Agile Marketing is Here to Stay
I was at an event in San Francisco last night put on by VentureBeat, and one of the panelists made a comment that I feel compels a response. Hiten Shah, one of the co-founders of Crazy Egg, KissMetrics...
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Improving Customer Lifetime Value with Agile Marketing
Customer Lifetime Value (CLV) is one of the most important metrics for any company, whether they be in retail, eCommerce, SAAS or a business to business (B2B) market with repeat buyers. But how do you...
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Creating Better Customers
Imagine your best customer. They understand your products or services nearly as well, sometimes better, than you do. They tell other people about how good you are, and they’re always ready to serve as...
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3 Book Diet
I was over at Chris Brogan’s site, catching up on my reading, and ran across a post by him called The 3 Book Diet is Upon Us. The idea is to select 3 books as the only books that you’ll read for a...
View ArticleClik here to view.
Are You a Fox or a Hedgehog?
I’ve been reading Nate Silver’s book The Signal and the Noise. Nate Silver, in case you haven’t seen him on one of the 20 or so talk shows he’s been on to publicize his book, is the statistician who...
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