"Consumers are holding brands and companies to a higher standard than previously, favoring those perceived as doing more for society." Mauro Guillen https://lnkd.in/dxeP2dB

The new rules of using #feminism in #marketing - grateful to Chief Marketer Magazine for the chance to elevate this important message. https://lnkd.in/dYifYRw …see more

This is so meta. TopRank Marketing asked a bunch of #B2B influencers about #influencermarketing and the results will influence how you think about influencing influencers - and your influencer strategy. If you're trying to figure out B2B influencer engagement... start here > https://bit.ly/3jAjQji …see more

"Individuals are being asked to decide for themselves what chances they should take, but a century of research on human cognition shows that people are bad at assessing risk in complex situations. During a disease outbreak, vague guidance and ambivalent behavioral norms will lead to thoroughly flawed thinking. If a business is open but you would be foolish to visit it, that is a failure of leadership." …see more

What's ONE thing all buyers need before they do business with you? Trust. But, trust is in short supply. To help, I wrote a NEW book in partnership with TriComB2B about how #marketing teams build trust in #B2B . It launches this Thursday at 2pm ET -- will you join us? I'll go LIVE with Chris Eifert , Principal of TriComB2B to discuss: - What drives rampant skepticism in-market? - The key elements of building trust between a brand and buyers. - How marketing teams put the tools of the trade to work building and sustaining trust. - Examples of B2B teams doing it well right now. We'll announce how you can read this NEW book on building and keeping trust in an age of skepticism and noise, 100% free, courtesy of TriComB2B. Trust me, you don’t want to miss this. RSVP to the livestream and I'll post the recording: https://lnkd.in/gXDYFbj …see more

Can digital experiences evoke the same emotion as real-world experiences? We planned to explore this question live at #SXSW ... now, we're doing it live on Zoom tomorrow, Wednesday May 27th at 12:30pm EDT. Join us? Hear how Getty Images , GumGum , and Ceros bridge the gap between "IRL and URL" experiences. Looking forward to moderating this all-star lineup feat: Kirstin Benson Ryan Brown Som Puangladda Registration below, special thanks to Bethany Onsgard and Zarina Stanik for their magic behind the scenes >> https://lnkd.in/eFpdEEi …see more

More than half of consumers (53%) believe brands only take a stand for #publicrelations or #marketing purposes. Consumers say it boosts a brand’s credibility when the issue they take a stand on directly impacts their customers (37%) or business operations (36%). Research via Sprout Social, Inc. thank you Stephan Hovnanian for sharing with me. …see more

What are you doing Friday at 10:30am PT? Join me here on LinkedIn LIVE for a conversation with 4X #Marketo Champion and Marketo Champion of the YEAR, Marketo User Group Leader, member of the #Fearless50 , and a sought-after speaker on global #marketing program strategy, #demandgeneration , and #marketingautomation ... Jessica Kao . We'll be answering your questions and talking about mastering A/B testing and insightful reports in your nurture programs. Tell all your #MOPS friends to join us! In partnership with Marketo, an Adobe Company #mktgnation …see more

"A galvanizing story is a narrative that explains the need for your product or service and its impact. Why you bothered to bring it to market. Why anyone should give a shit that you did. “We make blockchain-based AI for dogs.” is a simple description of what you do. You’ll need that too. But it’s not a galvanizing story. Your galvanizing story is kind of an elevator pitch. The reason anyone should invest their time and money in your offer. Elevator pitches play a critical role in startups (especially those seeking funding) but they tend to fall away once the company is already up and running. But when you lose your central story and don’t replace it with anything, you create a void at the center of your company and your marketing. A great galvanizing story will fill that void, answering the big Why questions: Why you? Why me? and Why now?" Doug Kessler #mpb2b …see more

3 things I learned yesterday during my Level Up at Lunch interviews at Brightcove 's annual conference, PLAY: 1. #Piracy and unauthorized access pose enormous risks to organizations, via Alex Balford and Ritika Tandon of Akamai Technologies 2. Firewalls threaten the internal #video experience, via Ramp and Johnathan Eshleman of SAS 3. Email is not a #collaboration solution for video via Rollo Wenlock of Wipster and Jason Ford of Shopify …see more

Everything feels like a crisis in a world where sensationalism abounds – after all, that’s what gets clicks on #social platforms. This leaves buyers compulsively accumulating #news and information like hungry squirrels stuffing their cheeks at an all-you-can-eat buffet. By some estimates, in 2019 Americans will consume 5X as much information every day than we did in 1986. It’s a miracle any #marketing breaks through this environment. Read my full post on the GoToWebinar blog https://lnkd.in/eVMTBEX #cmo #b2b #blogging …see more

If you don't read Swedish -- I'll translate: I'm coming (back) to Stockholm this February to talk about trust, transparency, and truth in marketing! I was just there in August for a vacation when temperatures reached their highest point in 150 years, about 95F. Can't wait to experience REAL Swedish cold in mid-winter and deliver this important talk to the Stockholm Marketing Association. Skål! …see more

If you're looking for a gig in content or marketing in #Boston , or hiring, you should know about the Boston Content job board. Apply, or post your open roles here:

An updated Massachusetts Equal Pay Act (MEPA), M.G.L. c. 149 § 105A, went into effect on July 1, 2018, which prohibits discrimination based on gender in the payment of wages. Your employer may not pay you less than it pays an employee of a different gender performing comparable work. Join us THIS WEDS in #Boston to learn from a panel of experts: 1. What does “comparable work” actually mean? 2. Under what circumstances can employers offer differences in pay? 3. How does this impact Massachusetts employers? Speaking: Katie Donovan Alys Reynders Scott Asya Calixto and Erica Seidel moderated by Lauren Rockwell, hosted by Brightcove and Britta Schellenberg . …see more

"A good organizational purpose calls for the pursuit of greatness in service of others. It asks employees to be driven by more than personal gain. It gives meaning to work, conjures individual emotion, and incites collective action."

TL:DR - Empathy alone is not enough. Talk to your customers, and be open to hearing something new.  “Increasing interpersonal accuracy seems to require gaining new information rather than utilizing existing knowledge about another person,” the study concludes. “Understanding the mind of another person,” as the researchers put it, is only possible when we actually probe them about what they think, rather than assuming we already know."  #research #marketing …see more

@ Boston Content Career Night is less than two weeks away with just under 30 tickets remaining. It's like speed-dating with career experts to: - Get paid what you’re worth with Shannon K. Murphy - Critique your resume and overcome a career rut with Elizabeth Gross - Improve your presentation skills with Elise Simard - Uplevel your marketing and tech know-how at General Assembly Plus, meet with hiring managers from companies like @ WriterAccess , @ Skyword Inc. , @ Mirakl , @ KO Marketing  and more. …see more

"...we have blind spots when it comes to diversity, and we can’t solve problems that we don’t see or understand clearly." New research out from McKinsey & Company …see more

Who should lead the annual marketing planning process? Sam Melnick thinks Marketing Ops and Marketing Performance Managers. Interesting POV:

"Displacement technologies compete with incumbents on the same buying parameters. Disruptive companies change the way a buyer thinks about solving their need. Most SaaS products today are displacers." Tomasz Tunguz …see more