In May, I attended an event hosted by Reachforce where Lori Wizdo, Principle Analyst at Forrester, talked about the A plan for Buyer Obsession in the Age of the Customer.
According to B2B marketers, the content marketing engine has run afoul of the very reason it gained popularity. We are creating, collecting, curating...but is there context?
According to B2B marketers, the content marketing engine has run afoul of the very reason it gained popularity. We are creating, collecting, curating...but is there context?
At the Business Marketing Association 2014 conference, storytelling was a hot topic. Jonah Sachs (@jonahsachs) took the stage. His new book, Winning the Story Wars, he discussed 4 themes B2B marketers must embrace. The two that struck me are:
- The company (brand) is no longer the hero
- Share something that truly matters
How do companies become, and more importantly, stay relevant to their constituents*?
*In a few years, customers/consumers shall be referred to as constituents of the brand. yet another "C" word. Bets, anyone?
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