After Advocamp: Who Is the Advocate Marketer?

  First off I have to say—hats off to Influitive for putting on an amazing show. When Jim Williams, CMO of Influitive, welcomed the 800-ish guests to Advocamp in San Francisco last week, he said that Advocamp would be “the best conference we all go to all year.” I have to admit—I chuckled at the […]

How a Strong Brand Boosts B2B Demand—And Content—And Events—And Morale…

    Join our webcast. Wednesday, February 24, 2016 2:00 p.m. ET (11:00 a.m. PT)     Lately, I’ve been on a kick talking about how B2B marketing is looking more and more like consumer marketing. It all started with a post I wrote discussing the different ways that buying centers in B2B make decisions—specifically […]

The Consumerization of B2B Marketing: Buying Goes Decentralized

    If you haven’t checked out my last post on the consumerization of B2B marketing, I talked about the role of branding in B2B marketing and introduced the idea that in B2B, there are actually two marketing funnels. The first funnel deals with the individual and describes the process for getting on the radar […]

Why B2B Marketing Is Looking More Like Consumer Marketing Every Day

As a long-time B2B marketer, the term “branding” was, for years, simply not in my lexicon. Sure—branding had been part of my standard marketing education at business school along with concepts like E. Jerome McCarthy’s Four Ps of Marketing and Michael Porter’s Five Forces. However, as a B2B marketer focusing on early-stage and growth-stage businesses, […]

The Marketing Experience You Didn’t Know You Had

Gaining experience as a marketer begins well before you enter the ‘real world’ or start your first ‘real’ job. As a teenager, I landed jobs based on convenience, not career aspirations. However, I now look back and see a strong correlation between those first few gigs and the principles that drive my current marketing philosophy. I often speak with job seekers […]

An Open Letter From The Product Team To Marketing: We Need An Advocate Program

Photo Credit: Andy Rennie Dear Marketing Department, We, your product managers and product owners, are writing to you as a coordinated team to discuss a matter of increasing urgency to us – actually, to the entire organization. We’re writing to ask you to form a structured advocate program to support our product internally and in […]

Why The Advocamp Conference Proved Advocate Marketing Can’t Be Ignored

  When Influitive’s VP of Marketing Jim Williams called me a few months ago to say that the company was going to be putting on the world’s first conference focused on Advocate Marketing, my first thought was, “We’ve arrived!”   I’ve been part of the momentum around Advocate Marketing since it first emerged as a category, which wasn’t […]

SXSW: Searching Beyond The Party

It’s happening. For the first time in my career, I’m heading to SXSW Interactive. It’s coming up quickly, and despite a real concerted effort, I still have no idea what to expect out of the show. I’m definitely looking forward to some warmer weather in Austin. It’ll be good to get away from the Boston winter […]

When’s the right time to show your prototype?

Just before Thanksgiving I had the pleasure of presenting a lunch-and-learn session at Alpha Loft’s Launch Series. Alpha Loft is a growing startup accelerator and co-working space with several locations in New Hampshire. Thanks so much to the team there for hosting me – Mark Kaplan, Kristin Lane, and Josh Cyr – and anyone else I didn’t meet! It […]

Episode 7: How Do You Keep Advocate Relationships Personal?

If you want to see your advocate program generate results, you have to build and nurture your personal relationships with your advocates. However, this can be really hard to do as you get more advocates. In this episode of the Advocate Marketing Council, we talk about ways to keep those relationships meaningful and genuine, even […]