Entries by Dave Morris

Early Lessons to Shape Your Content Marketing Program

I love hearing about B2B companies that have decided to adopt a content marketing approach. They’’ve loosened their grip on the hard-sell, call-now ads and brochures. And they’’re now delivering useful and frequent information that customers and prospects actually find interesting. Ramping up your program, though, isn’’t easy. The road to effective content marketing is […]

Customer Engagement: “You’ve Got to Have Faith”

I recently spoke with a prospective client interested in adopting a B2B social media strategy. Her expressed objective was to expand customer reach and to save some money on marketing along the way. Apparently, upper management was intrigued by all the “free” social media tools and had noticed the competition’’s activity in the social space. […]

40 Bite-sized Insights from the 2010 Inbound Marketing Summit

You can’t help but be impressed by the “new marketing” thought leaders in the Boston area, our hosts for last week’s annual Inbound Marketing Summit (IMS). Their capacity for pushing new ideas is matched only by their spirit for sharing. For me, it was a rare chance to interact with industry rock stars like David […]

Are We Following the “New Best Practices” for B2B?

Before unveiling a new campaign to a client, our account team runs it through a “Gravity Check.” This is our internal review where we confirm that the campaign is on strategy and on message – and we evaluate the purpose and synergy of each component, and the metrics we’ll use to gauge success. We were […]