Getting Sophisticated: What B2B Tech Marketers Must Learn from B2C
by Guest Contributor Charles Gold Generally speaking, B2B tech marketers are a relatively unsophisticated lot. I can say this because I am a tech marketer. I've been at it for nearly twenty...
View ArticleThe More Things Change...
by Guest Contributor Charles Gold With all the talk about what's new in marketing, it's easy to get your head spinning. And to be sure, some things have changed. For good. We now have a whole...
View ArticleCMOs Facing Extinction? Hardly. Why It's Never Been a Better Time To Be a CMO.
by Charles Gold It seems like everyone in marketing circles has been passing around Lisa Nirell's recent Fast Company article, Why CMOs Are Facing Extinction. Of course. With a title like that,...
View ArticleIce Ice Baby
by Charles Gold Nope. This post isn't about rapper Vanilla Ice. And it's not about 80s pop music in general. With apologies to fans of both, it's about Initial Customer Experience, or ICE....
View ArticlePremature Scaling and Other Thoughts on Wasting Time
by Charles Gold How many of us have had this kind of experience: You roll out a new product to your sales team, do a big launch, and get really excited only to see the market receive it with a...
View ArticleBuying. Not Selling.
by Charles Gold I'm going to be direct. I think far too many of us talk about our jobs in a weird and often unproductive way (me included). Let me explain. People buy; they are not sold. In...
View ArticleFrom Sales Push to Demand Pull
by Charles Gold In my last post here, I argued that marketers should look at their jobs as facilitating the "buying process" rather than the "sales process." Sales take place when a buyer has...
View ArticleFive Marketing Un-resolutions for the New Year
by Charles Gold I'm one of those guys who believes in New Year's resolutions. There's something about taking the time to reflect, envisioning a better version of ourselves, and making...
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