Think Like a CEO: Building a Brand Through Meeting a CEO’s Expectations for Marketing

June 15, 2014

“Think like a CEO.” That right there is the key takeaway from the Stein IAS study titled Great Expectations: What Today’s CEOs Expect From Their Marketers, presented at the 2014 Global Business Marketing Association (BMA) Conference in Chicago. It was the subject of Tom Stein’s Firestarter session May 28, and recall I had the chance […]

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The Question All B2B Brands Must Ask: What Value Do We Bring to Everyday People?

June 9, 2014

I swear, my thinking can be so obtuse at times. The renowned global strategic branding firm, Siegel+Gale, released its B2B Now research study last week, which surveyed 9,500 consumers and 450 business decision-makers, and concluded that B2B decision-makers are more likely to consider B2B brands that consumers know and feel connected to. The study results, […]

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Final Call on #BMA14: Emulating the B2B Community That We Are

June 5, 2014

I’d like to close the loop on the 2014 Global Business Marketing Association (BMA) Conference with a final thought on one particular piece of feedback you gave me in last Friday’s recap: Being human. It occurs to me that over the event’s three days – and immediately before and after – that’s exactly what attendees […]

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#BMA14: One-on-One With David Meerman Scott – “Set Your Own Audacious Goals for Yourself and Your Business”

June 2, 2014

My note: If you’ve read this blog for any amount of time, you know that I’m a huge fan of David Meerman Scott‘s work – if you’re in B2B PR and haven’t read The New Rules of Marketing & PR or Real-Time Marketing & PR (read my 2011 review here), let me clue you in: […]

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#BMA14: Where Do We Take Our Brands From Here?

May 30, 2014

The curtain just fell on the 2014 Global Business Marketing Association (BMA) Conference, and I don’t know about you, but I’m both exhilarated and exhausted. Lots of listening, learning, note-taking and, frankly, RUNNING this week. Of course, it was indeed tremendous, but it got me to thinking: What were the key insights attendees found, and […]

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#BMA14: Leading Through Turbulent Times: Aligning Strategy, Structure and Brand to Win

May 29, 2014

Playing off a theme from yesterday’s Great Expectations session at the 2014 Global Business Marketing Association (BMA) Conference, what do today’s CEOs expect from their marketers? Astute thinking, strategy and leadership, which is exactly what Linda McGovern, Vice President of Marketing, brought to the table for USG Corporation in wake of the 2008-09 recession. Her […]

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#BMA14: One-on-One With Jeffrey Hayzlett – “B2B Marketing Has Arrived”

May 29, 2014

My note: We were dazzled yesterday by Jeffrey Hayzlett’s deft moderation of the Inside the C-Suite CMO Panel Discussion at the 2014 Global Business Marketing Association (BMA) Conference. So how fortunate was I to be able to pose several post-panel questions to Jeffrey, renowned primetime TV show host on Bloomberg Television, best-selling author of The […]

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#BMA14: Perpetual Motion Marketing; Beth Comstock, GE

May 28, 2014

Beth Comstock, General Electric CMO, wrapped up her session at the 2014 Global Business Marketing Association (BMA) Conference the way she started: Explaining perpetual motion marketing, which was the title of her session. “Marketing’s job is never done – there is always a new trend to translate,” she said. “It’s about your passion and commitment […]

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#BMA14: Great Expectations: What Today’s CEOs Expect From Their Marketers

May 28, 2014

There was one quote from Tom Stein’s Firestarter Session this afternoon at the 2014 Global Business Marketing Association (BMA) Conference that stood out to me like a specter: “The desire among CEOs for marketing to assert leadership at the most strategic level is palpable,” said Stein, at right, CEO of Stein IAS in New York, […]

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#BMA14: From Promotion to Emotion; Mike Miller, Google

May 28, 2014

In the past, marketing was pretty standard: Focus on price, features, reliability and efficiency. The goal was to prove your brand existed, and that you were known for something. It was all about promotion. But according to Mike Miller, Industry Director for Google, promotion is no longer enough to differentiate your B2B brand. Buyers are […]

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