Why I am returning to B2B marketing

I am happy to take on a new role within Philips as of July 1, 2017. Here’s why I’m returning from B2C marketing to B2B marketing.

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Continuous B2B marketing

How to make the shift from campaign-driven to continuous B2B marketing

Long B2B buyer journeys call for long-term marketing programs, not short-term campaigns. Here’s a blueprint for change.

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B2B marketing campaigns

Why B2B marketing campaigns are outdated for complex sales

The problem with campaigns is that they follow your company’s calendar. Not your customer’s. It’s time for an alternative approach.

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Joe Pulizzi: “Make choices in your content marketing”

Content marketing needs a razor-sharp focus. An interview with Joe Pulizzi, founder of the Content Marketing Institute.

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Employees on social media

Your employees are not a marketing channel

It is a worrying trend: marketers who see employees as ‘the new distribution channel’. Employees are not PR puppets, and you shouldn’t treat them as such.

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Jay Baer: “Smart marketing is about helping, not selling”

Is your marketing so useful that people would be willing to pay for it? An interview with Jay Baer, best-selling author of ‘Youtility’.

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