The Real Audience for B2B Marketing is…
As previously published on 5/21/21 in The Drum by Scott Gillum Estimated read time: 4 Minutes Not the “C-Suite.” Sorry if you were hoping to hear otherwise. Despite the pleas from the sales and product organizations, unless you have a solution for a “c-suite” level...
The Real Audience for B2B Marketing is…
As previously published on 5/21/21 in The Drum by Scott Gillum Estimated read time: 4 Minutes Not the “C-Suite.” Sorry if you were hoping to hear...
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How To Productize Professional Services IP
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What If Every Rep Was Trained On Challenger? Interview with Brent Adamson
by Scott Gillum Estimated read time: 1 Minute Given the popularity of our last video clip we are releasing another clip of Scott's interview with...
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UT Dallas Sales Leadership Summit
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Artificial Empathy, Part Two
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The State of Sales and Marketing with CEO, Scott Gillum, and Special Guest, Brent Adamson
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Framing: The Skill That Separates Innovators from Inventors
Does the competitiveness of your product, or even the success of your business depend on someone else changing their mind or practices? If so, then here’s an instructive tale.
Scott’s Interview with Author Carlos Hidalgo on “The UnAmerican Dream”
Scott had the pleasure of sitting down with author Carlos Hidalgo to discuss his new book, The UnAmerican Dream. The book talks about Carlos’ “journey to entrepreneurial triumph, and the simultaneous path to rock bottom.”
Brands Need Artificial Empathy. Here’s Why.
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The Limitations of Best Practices
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What Sales Executives Can Learn from Kirk Cousins New Contract
The NFL season has begun and three games into the season Kirk Cousins is once again one of the top passers in the league. This is a position he’s...
Open Workspaces Don’t Work, but Outdoor Spaces Do
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5 Reasons Why Billable Time Models Don’t Work for Clients
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Did Winning the Deal Just Kill the Relationship?
The experience of selling our house has been a good reminder of the importance of goodwill in the negotiating process. We were fortunate to get a...
Taking the Leap: 6 Learnings from 120 Days in the Start-Up Journey
In my last post, I talked about the extreme highs and lows of my first 30 days in business, even threating to jump on a plane and run away from it...
That Awkward Feeling
I hadn't had that type of feeling in 20 years until today. It was back in grad school. I had a professor who taught a class on entrepreneurship. He...
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In the 90’s casual Fridays brought about the slow death of formal business attire in the office place. In the new millennium, mobile devices...
The Marketing Challenge of Selling “Human” Technology
We are in a “Digital Revolution” as futurist Ray Kurweil stated in a recent interview. With machine learning, artificial intelligence (AI), and...
6 Learnings From My First 30 Days in Startup Land
This is the view from my standup desk. On some days, I stare out the window at Regan National and fantasize about flying off to an exotic location...
The 5 “Ss” Marketers Want from Vendors
We’ve tried surveys, but they say one thing and then do another. One on one sessions, yep, tried those as well. How do we really know what our...
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Something odd happened the other day on my morning run. Deciding to ramp up my training, I grabbed my Garmin GPS watch and headed out. The goal was...
Why Amazon is the New “Google” for Buying
They’re referred to as the “Duopoly” of online advertising. Facebook and Google account for 75% of the US digital ad spend and almost all of its...
5 Tips for Getting the Most Out of Business Travel
We’ve all had those trips. An important business meeting takes you to a new city, perhaps on your bucket list, and all you see is the airport,...
Do You Know Your Andres?
There is a grocery store a few miles from my house. It’s small and older, at least thirty years in its current location. Usually, the shelves are...
Jeff Bezos’ Secret Message for Marketers
Marketers, channeling their inner Maverick (Tom Cruise’s character in ‘Top Gun') often find themselves thinking “I feel the need, the need for...
How Endpoint Computing Could Dehumanize Communication
Where does the signal to pull your hand away from heat originate? If your answer is the brain, you’ve already been burned. Instinctively, we pull...
11 Things To Do in Your 40’s
I posted this on LInkedIn last month. Surprised by the response, so I thought I'd share it here. One day you wake up and you’re 50. You’re the old...
Why We Are Ripe For AI
It’s coming, the “futurists” are saying that the hype about Artificial Intelligence is real. The reason according to Andrew Ng, chief scientist at...
CEB Challenger Marketing Webcast – March 8th
Last September, Pat Spenner, co-author of The Challenger Customer and I presented a webcast entitled Lessons from the Challenger Marketing...
A Breakdown of the Strategy Behind Bud’s Controversial Super Bowl Ad
We are emotional creatures living in a highly emotional world as recent events have shown. It’s a time when people often act, or react first without...
10 Tips for Fixing Your Conversion Problem — Permantly
The organization has a short-term ‘sales culture’ so almost everything marketing does is oriented to creating a lead. You know that there are larger...
The Importance of Finding “False Positive” Brand Advocates
‘Tis the season for Christmas catalogs. Tons of them roll into mailboxes across the country and, shortly thereafter, into recycling bins. In our...
Does Sales Need a New Model to Fix Its Performance Problems?
Last week Tibor Shanto from Renbor Sales Solutions mentioned in his post that I questioned the value of the sales organization. Given the...
Emotional Experience Mapping
Imagine this; you’ve booked a three-day trip to Miami. Would it make a difference in how you pack, the airline or hotel you select, even your...
Experience Clouds Are Changing The Game For Digital Marketers
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You No Longer Have an Excuse for Lacking Interactive Content
This summer we gave our intern, Paige DiPerte, the herculean task of helping us make sense of the constantly expanding universe of MarTech. In this...
7 Tips for a Great Agency Partnership
A few weeks ago, I participated in an interview with CEB's new Marketing Solutions group. The focus of the article, as they described it, was to...
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I’m a “binger.” I’m “all in” when it comes to consuming content and I’m not alone. Netflix reports that of it’s 40 million US subscribers, over 60%...
The Future of Mobile Advertising…Unless We Screw It Up
One morning a couple of months ago I got in the car and my phone said travel time to my office 20 minutes and traffic was normal. A new feature of...
How Marketers Will Win (or Lose) in the Age of Digitalization
Organizations are spending millions of dollars to “digitalize” themselves, as a way to become more agile and responsive to customer needs. As...
Why B2B Marketers Struggle Selling Brand Building Investments
Having a hard time convincing “the powers that be” to invest in the brand? Ever wonder why it’s so hard, why all they want from marketing is leads?...
3 Dirty Little Secrets About Marketing
Go ahead and get mad at me. Feel free to fill up the comment section below. I’m going to share our closely held secrets with sales people, skeptics...
The Bots Are Coming For Your Job
Gartner predicts that by 2018, machines will replace writers, authoring 20% of the content you read. Daryl Plummer, a Gartner analyst said that...
Telling is Selling?
My first job out of college was selling office equipment. The first thing I ever learned about selling (from my very Southern sales manger) was that...
Why “Cheating” Brands Break Customers’ Hearts
The Volkswagen scandal has already claimed the CEO. But could the damage also take down the company, or be the nail in the coffin for diesel...
The Paradox of Personalization in B2B Marketing
Just when we’ve convinced the organization that the key to our marketing communication success is personalized content, new research from CEB...
3 Mind Benders from Fortune’s Brainstorm Tech Conference
This year’s Fortune Brainstorm Tech conference in Aspen was an incredible experience. There were fantastic insights dropped by speakers like Rahm...
3 Hidden Reasons Why B2B Companies Have Hard Time Being Authentic
John Grant, author of The New Marketing Manifesto, states that, “Authenticity is the benchmark against which all brands are now judged.” If being...
Does All Work and No Play Make Marketers Dull?
Look at the tweet, then read the graphic. Why is the headline on this tweet by Spencer Stuart, “Majority of marketing leaders want to see data-and...
From SXSW to ISBM: Where Tech is Leading Us
Last week I had the opportunity to attend two conferences that spanned the horizon of marketing. I went from "hoodies" at SXSW to "blue blazers" at...
The Power of Creating an Emotional Connection with Buyers
For business, this is turning out to be the “year of the human.” Andy Goldberg, global creative director at GE, said in an interview with...
What Marketers Can Learn About Twitter From Pissed Off High School Students
Last month (January 6 to be exact,), the Washington, DC area received its first snow of the season. Dropping 3 – 5 inches of snow in the area, it...
What Content Marketers Can Learn from Typhoid Mary
Just in time for the cold and flu season, scientists have recently discovered that the “Pareto principle – the 80/20 rule” applies to infectious...
The Top 5 Posts of 2014
It's the time of the year to look back over the last 12 months and create a "best of" list. This year I've pulled the most popular posts from five...
Merry Christmas Bavarian Style
Our digital Christmas card to our sister office in Munich. No one does Christmas better than the Germans. Thanks to Michael Holder in our Cincy...
5 Key Tips and Data Points to Defend Your 2015 Marketing Budget
The 2015 planning season is upon us. It’s the time of year when the C-Suite is busy sharpening their elbows to ready themselves for the budget...
Why Apple’s Touch ID Could Be Huge – and It Is Not The Reason You Might Think
Like much of the world I tuned in last week to watch Tim Cook unveil the latest Apple products and services. Afterwards, I was curious to see the...
Stop Blaming Price – 3 Real Reasons Why Deals Are Lost
The team killed it. The presentation was flawless. The proposal was outstanding. You covered all of the bases, but you lost. Searching for answers,...
The Ugly Side of Content Marketing
I just spent a week in the Caribbean on an island with lovely beaches and an incredibly high cost of living. The island has no income tax, so...
Best Practices for Creating an Elevator Pitch
I found this in a file earlier this week. It was part of a pre-work exercise for a well known professional services firm. We were engaged to help...
Are Marketers Measuring the Right Things?
Tell me if you have heard this before; “we need more, and/or better leads.” The chances are, if you’re in hi-tech marketing you may hear it on...
Building a Corporate Persona is the Key to Differentiating Your Company
Take out a piece of paper, and write down what you think makes your company different from its competitors. Now, Google your competitors and see if...
The Next Generation of Apps Will be All About You
I had a dream last night that I was hiking along a stream with my family. The same path we've hiked and geocached dozens of times. Except this...
Everything We Thought We Knew about B-to-B is Wrong Video
In December, I had the opportunity to be the Keynote speaker at the Bowery Capital CMO Summit in NYC. The event featured a number of high profile...
The Danger of Educating People Out of Their Creativity
At this time of year the test scores of high school students from around the world are released. US student performance on the PISA Math, Reading...
Why Sales Might Have a Hard Time With The Buyer Journey
My initiation into the world of sales happened at the height of the “Glen Garry Glen Ross” days. It was the time of “blue suits” and “fast...
Everything We Thought We Knew About B2B Marketing is Wrong
What company do customers feel most connected to emotionally? Apple? Nope. Amazon? Sorry. It must be Nordstrom’s then, right? Not even close....
5 “Bigs” to Make Marketing Matter
Do you think the senior executive team is excited about the big lead generation campaign you just launched? Nope. How about the number of “Likes”...
Four Ways to Slow the ‘Speed of Life’
On Father’s Day weekend I found myself facing a dilemma. With our kids’ sports over for the season, an “all about Dad” weekend, and a perfectly...
To Hell and Back
Our air condition picked preciously the right moment to die -- during a streak of the hottest weather of the summer. We knew the day was coming for...
Cutting Through the Crap – The Grand Content Experiment
A week doesn’t go by that I don’t hear clients express concern about their ability to produce a consistent flow of quality content, yet every day my...
The “Stanley Cup” of B2B Social Media
This time of year, America’s third or fourth (depending on where you live) most popular sport gets its moment in the sun. The Stanley Cup finals...
Half of Your Sales Pipeline is Junk
John Wanamaker was an innovator, a merchandising, and advertising genius. But when he made the statement; “Half the money I spend on advertising is...
Etsy and the Return of the Small Merchant
I grew up in a factory town, a community of craftsman. At 15, my grandfather watched as they built the factory where he would work for fifty...
Why Do People Run?
Why do we do it? No one is forcing us. As Christopher McDougall points out in his brilliant book, Born to Run, we no longer need to chase down...
Numero UNO: gyro B2B Agency of the Year
I joined gyro in 2010. At that time we were called GyroHSR, and were a collection of 9 small to mid-size agencies from around the world that were...
How Marketing Impacts Sales Performance
You know the question is coming, because it comes every year. You know who is going to ask it, because they ask it every year. It’s just a matter...
The Hell that is Business Travel
A few years ago, I suffered through four days of business travel hell. I saved emails and documented my nightmare so that one-day I might look back...
6 Tips to Better Market Yourself on LInkedin
Linkedin’s stock opened at $45 a year and a half ago, it now sits at $120. Unlike Facebook, one of the primary reasons it has done so well is that...
The Disappearing Sales Process
Twenty-five years ago, I was a snot-nosed kid out of college who suddenly decided that law school was not in the future. With a recession on, and...
Microsoft Kinects with Audience…Finally
Original post date 11/29/11 With the Christmas shopping season fully upon us, Microsoft’s Kinect motion-sensing game device is expected to be at the...
5 Reasons Why Pinterest is a Must of Business Marketers
Pinterest is likely to be the hottest social media platform for business marketers—next year. Despite the hype and the record-breaking growth rates,...
Apple’s Biggest Innovation – The Swipe?
Years from now, will we look back and realize that Apple’s biggest innovation was not device, but rather a physical gesture? The right-to-left...
5 Mobile Advertising Trends for the Holiday Shopping Season
Black Friday is like the “annual report” for mobile advertising – a yearly snapshot of how mobile ads are progressing and evolving. The big...
CIO’s Are More Than Just IT Buyers
Original Post Date 9/22/11 Even if you believe in love at first sight, the likelihood of a marriage proposal on the first date is highly unlikely....
Could Advertising Pay for Your Child’s College Education?
Years ago, a friend of mine sold his company to national telecommunication company. With time on his hands, and being a serial entrepreneur he set...
Lessons from the World’s Most Famous Press Release
Original post date July 2, 2011 It was written 235 years ago. Between 200-300 copies were printed for towns up and down the east coast, and a few...
How to Get Your “Why Us” Story Straight
If you did something 400 times you would think you would be able to get it right at least once. Not always, as we learned after being called in to...
Social Sharing, “Gangnam Style”
“Gangnam Style” by Psy, (aka Park Jae Sung) featuring his “ride the horse” dancing now holds the record for the most liked song ever on YouTube,...
Why Sex Sells
Original posted on Forbes July 25, 2011 Years ago some colleagues of mine built what we thought at the time was the “holy grail” of business...
5 Ways CMO’s Lose Credibility with the C-Suite
This post was originally posted on July 8, 2011. It also appeared on Forbes.com Here’s a hypothesis: Given the greater focus on ROI, marketing...
How the 2012 Election is Driving Mobile Marketing Innovation
The 2012 Presidential election will be the most expensive in history. According to the New York Times the candidates will raise and spend over $1...
Social CRM – Who Gets Credit for Closing the Deal?
Originally posted on August 11, 2010 Social Relationship Management and Social CRM are terms that are now being thrown around for new technology...
One Man’s Quest for a Social Media ROI
Everybody knows – or thinks they know intuitively – that social elements add value to marketing. The question is how? Like anything in business, it...
The Death of Big Data?
Big data is about to get bigger. Deliotte predicts that by the end of 2012 more than 90 percent of the Fortune 500 will likely have at least some...
B2B Marketers Take Their Seat at the Table
In 2004, I was part of research project with a professor at the Kellogg School of Management and the CMO Council that sought to understand what...
The Top 10 Laziest Sales Tactics
Original post date August 27, 2010 The amount of "lameness" on the part of some sales people (and some marketers) has now come to a point that I...
Social Media and the Upside Down Funnel
Original post date May 2010, the post was recognized as one of the best post on Social Media for 2010. As with most new technologies, social media...
Inside The Ritz-Carlton Customer Experience Model
Original post date July 29, 2010 Ritz-Carlton has long been know and recognized for its ability to delight customers. Although I’ve used them...
Data Driven Insight
Original post date December 15, 2010 Last month I had the chance to be a panelist at a forum hosted by Wolfgang Jank and the Robert H. Smith School...
Selecting and Enabling Channel Partnerships
Original post date November 22, 2010 On Wednesday November 17th, I attended the Corporate Executive Board's Enterprise Council on Small Business...
The Missing Social Platform
Original post date February 17, 2011 On the flight to LA the other day I read an article about Evan Williams, founder of Twitter and Blogger.com. ...
The 5 Questions to Ask to Create a Compelling Value Proposition
Original post date July 16, 2009 I’m about to share with you the secret formula for; 1) creating a rock solid, compelling value proposition (for...
How Social Media is Changing our “Work” Behavior
Original post date June 11, 2009 In 1962, Thomas Kuhn wrote The Structure of Scientific Revolution, and fathered, defined and popularized the...
The Price/Value Equation and the $1 Razor
Original post date April 1, 2009 A few weeks ago, my wife and I got a chance to get away for the weekend. On our way to the hotel I realized that I...
The Social Manifesto
Original post date December 6, 2010 I’m on the plane returning from Munich, Germany, and I’m having a "Jerry McQuire" moment. Today’s Financial...
Why Sales Channels and Marketing Campaigns Fail
Original post date March 24, 2009 In August 1999, Selling Power magazine ran an article featuring our firm and the work we’ve done helping clients,...
