Successful organizations stay close to their customers and adapt to meet users’ changing needs. Start-ups have to do it just to survive the next week. Established companies are able to take a longer view, but given the pace of change, they are susceptible to blind...

If you handle or manage your organization’s content, whether you work at a for-profit or nonprofit, you may occasionally feel stuck in a box: You’ve got some social media posts to push out, an annual report to finish, a white paper from Research and a marketing...

By now you likely know all about the importance of the user experience (UX) in product design. Another angle on making your organization user-centric that’s getting more attention is CX, for “customer experience.” Simply put, CX seeks to give enterprises maximum...

When you’re running a nonprofit organization and focused on executing that strategic plan you wrote seven months ago, you know the world is changing around you. What can you do to get an outside-in perspective you can use to make course corrections? Answer: Take a...

Persona non grata: Five pitfalls to marketing personas and how to avoid them Most marketers are no strangers to the idea of applying “personas” to their customer segments in order to deliver more relevant, personalized messages that can drive improved engagement and...

Business-to-business publishers have been battling digital and market disruption now for more than two decades – with varying measures of success. The main culprit of disruption is the rise of the internet, which has forever changed how content is consumed, and which...

When you map out your customer’s online journey, think about each point of interaction your users have with your data. Consider how your customer reacts to both anything you send out as well as any experience your customer has when you are delivering your product to...

A former colleague from my newspaper days, who now publishes a high quality newsletter in the education sector, recently asked: “What’s the difference between news publishing and content marketing?” “None,” I replied quickly, to her surprise. Thinking like an editor,...

Imagine a complete view of every digital interaction you have with your customer. Imagine every step of the customer journey feeding data into your Customer Relationship Management (CRM) database, powered by a marketing automation platform able to send personalized...