Sunday, June 22, 2025

Sustainability Marketing - A Mixed Record of Effectiveness

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(This is the second of three posts dealing with the use of environmental claims in marketing communications. In my first post , I described ...
Sunday, June 8, 2025

Making Sustainability Marketing Work - Part 1

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(The political backlash against ESG and other aspects of so-called "woke capitalism" is creating a conundrum for some marketers. O...
Sunday, May 25, 2025

[Research Round-Up] NetLine's Latest Data On B2B Content Consumption

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  (This month's Research Round-Up discusses the 2025 B2B content consumption report from NetLine Corporation. NetLine publishes this rep...
Friday, May 9, 2025

Why Motivation, Not Emotion, Is the Real Key to Marketing Effectiveness

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Many marketing pundits are advising B2B marketers to connect with potential buyers on an emotional level. And at first glance, this advice a...
Sunday, April 27, 2025

[Book Review] An A to Z Guide to the Craft of "Marketing with Words"

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Source:  Kogan Page Writing has been an integral part of my work throughout my professional career. I can't begin to calculate how many ...
Sunday, April 13, 2025

When the Most Important Goal in B2B Marketing Is to be Remembered

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Over the past several months, I've come to believe that we need a new operating model of B2B marketing, one that more accurately reflect...
Sunday, March 30, 2025

[Research Round-Up] A Detailed Look at Real-World B2B Buying

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(This month's Research Round-Up discusses the 2024 B2B Buyer Experience Study by 6sense. The 6sense study provides detailed insights reg...