The power of storytelling in B2B marketing Deborah Hanamura | 16 May 2013, 07:28 PM All purchasing decisions are motivated by a combination of rational and emotional triggers. For consumers, the emotional triggers may outweigh the rational ones (which explains a lot of sports cars on the road.) For B2B buyers, however, the rational triggers hold much more importance. Comments: 0
10 Advocacy mistakes to avoid in 2013 Deborah Hanamura | 25 Apr 2013, 10:12 PM Building an army of customer advocates who sing the praises of your brand is the marketing holy grail. The market is changing, and your strategies must change with it. Avoid these ten mistakes, and you’ll be on the right track. Comments: 0
Three risks of not having a content strategy Deborah Hanamura | 25 Apr 2013, 09:19 PM If you are a content marketer, you’ve probably observed a dramatic increase in the amount of web-based and printed content that you or your clients need to create and maintain. To make matters worse, the definition of content has evolved to include website code, design files, video, and almost everything else that gets published. Comments: 0
Stealing second - marketing risks that paid off Deborah Hanamura | 18 Apr 2013, 04:39 PM There is a visceral connection between risk and progress. The difference between risk and recklessness is found in the quality of your preparation. Understand your business and customers, engage in new media trends, feed a constant curiosity about a wide variety of topics – all of this is preparation for the big moment when you initiate a risky business maneuver. Comments: 0
Where's the SXSW buzz? Deborah Hanamura | 20 Mar 2013, 06:44 PM The SXSWi conference has grown steadily for 20 years due in large-part to its buzz factor. This year is different -- the buzz factor is notably lacking. And the recurring theme of hallway conversations is the lack of buzz -- no cornerstone brand, launch, technology, or story this year. How can this year’s event, which has drawn record attendance, lack the buzz factor? Comments: 0