Category Archives: Aberdeen Group

“I’m a marketer, not a scientist!!!”

“I’m a marketer, not a scientist!!!”
Folks, get ready to eat those words. Anyone who is in marketing because it offers them the opportunity to sow their wild editorial oats may be in for a surprise. Last week, Aberdeen Group unveiled a new report on the topic of content marketing, written by the illustrious Jessie Coan, entitled “The Future of Content Marketing: The Age of Content Science.” This ...
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Rules for Startup Survival

Rules for Startup Survival
I suddenly work for a startup. Weird thing to say, right? Well, if you’ve not heard, Aberdeen Group was recently spun out of Harte Hanks and is now a private equity backed company. With big aspirations and newfound independence to take the content marketing world by storm, this makes us a startup – seemingly overnight. And with these changes, of course, ...
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Top of Funnel; Oh How You Elude Many

Top of Funnel; Oh How You Elude Many
Here I go again, with another top of funnel story.  I can’t help it – I’m always hearing from marketers who struggle with this.  The challenges come in many forms; most often, “I can’t get enough leads.” Or, “My top of funnel conversion needs to improve.”  My favorite, of course, is the old chestnut, “There aren’t enough people interested in our product.” In ...
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Why Good Content Marketing Can Improve Your Skin

Why Good Content Marketing Can Improve Your Skin
Here’s a confession (and maybe TMI): Until very recently, I slept in my makeup. Yep, you read that right; I’ve been treating my skin like I’m 16 years old for many years. I’ve had one facial at a spa in my entire lifetime, and honestly, never thought twice about this until compelled to do so by a glossy magazine. (Note: this story is not about makeup, it is ...
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New Lead Management Research: Walk Before You Run

New Lead Management Research: Walk Before You Run
I just got off the phone with a member of the Aberdeen community discussing my new research paper, The Roadmap to Revenue and Its Tollgates, and felt compelled to share the gist of the conversation, which I found really fascinating.  We both agreed that lead management is a foundational element of marketing, but that the proliferation of technology and ...
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Falling in Love with the Right Metrics.

Falling in Love with the Right Metrics.
Ah, Valentine’s day. Chocolate galore, candy hearts, and a spike in Google searches for “same-day flower delivery” from frantic husbands all across America. This year, I was inspired to do a little digging into the age-old relationship troubles between B2B sales and marketing departments. What could rekindle the romance (so to speak) between these two ...
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Are You Ready for Personalization?

Are You Ready for Personalization?
A new study by Pardot, released last week, found more than three quarters of businesses expect B-to-B companies to provide personalized digital marketing throughout the buying process. In marketing, we’ve been talking about personalization and its value in B-to-B for some time now, and these findings suggest that the time is now to purchase your ticket if ...
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Using personas to feed the content machine

Using personas to feed the content machine
In my first week at Aberdeen, I’ve been immersing myself in the Marketing Effectiveness & Strategy research that’s currently in the online research library.  For me, this is a great exercise to see what we have for research as well as identify areas that are green-field and ripe for exploration.  There is some pretty interesting stuff and a TON of ...
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Toto, I have a feeling we’re not in Kansas any more.

Toto, I have a feeling we’re not in Kansas any more.
I have crossed over the rainbow.  After over 15 years as a B2B marketer, I have joined Aberdeen Group as Research Director of their Marketing Effectiveness & Strategy Practice.  Thankfully, there was not a tornado. My world of knowing the buyer, generating content to capture their attention, building buzz and driving marketing generated revenue has taught ...
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