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What is Marketing Strategy?

The other day, I was having coffee with a small group of marketing leaders and consultants and the conversation turned to the question of, “What is Marketing Strategy?” Some of the responses were uncertain. Smart, accomplished marketers responded with “I’m not quite sure.” It occurred to me—if we, a group of marketing leaders don’t know how to describe marketing strategy, our leadership teams and departmental peers don’t know either.

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How to Market to Today's B2B Buyer

This new B2B buyer demands a lot from today’s marketer. Your brand has to be “on” all of the time and distributed across channels, supporting in-person and online marketing experiences.

For small to mid-size companies with small budgets, this can seem an impossible expectation to deliver on, especially if your competitors have bigger budgets. But there are ways you can still meet the needs of today’s buyer, affordably.

Here are five suggestions for extending your reach and connecting with today’s B2B buyer, even on a small budget.

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Recognizing Our Humanity at the Denver Digital Summit

As my team and I took our seats in the Ellie Caulkins Opera House for the Denver Digital Summit, we commented on how nice it was to get out of the office and how today, the reality of “work” expects that we be producing and productive at all hours of the day all the time. As the keynote kicked off, I remarked on how, as American workers and businesses, we tend to ignore basic human needs. Like fatigue. 

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