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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...

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The 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...

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CMOs 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,...

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Ice 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....

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Premature 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...

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Buying. 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...

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From 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...

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Five 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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