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Author Archive for:Jennifer Voisard

Marketing Strategists: What Levers Should you Pull in 2019?

Look at B2B marketers’ new normal: Buying Centers are officially gatekeepers to the C-Suite. Most B2B buyers have opted out of the traditional sales and marketing funnel in favor of DIY digital [...]

 

THE HITCHHIKER’S GUIDE TO A CONTENT JOURNEY 2: THE BUYING CENTER AT THE END OF THE UNIVERSE

This post has been republished on September 4, 2018. In the few years since I wrote the Hitchhiker’s Guide to a Content Journey, the gap between B2B vendor content and buyer preference has [...]

 

The Right and Fight for Privacy: Implications for Digital Marketers

Is there a privacy crisis? Yes. Consumers are coming to grips with the reality that brands, regardless of whether they have a relationship, have uncomfortable amounts of data on them. Data these days [...]

 

THE HITCHHIKER’S GUIDE TO A CONTENT JOURNEY 2: THE BUYING CENTER AT THE END OF THE UNIVERSE

In the few years since I wrote the Hitchhiker’s Guide to a Content Journey, the gap between B2B vendor content and buyer preference has widened significantly. Contributing to this content chasm is [...]

 

INSIDE THE MIND OF B2B BUYERS: MY SUMMER READING LIST

This summer I immersed myself into the drama and intrigue of the evolving B2B Buyer. I read several recent sizzling studies and papers from a variety of sources designed to examine the state of B2B [...]

 

LEAD GEN KILLED THE DIGITAL STAR

Given the shift towards consumerization and customer-centric marketing, the state of today’s digital experience is anything but consumer friendly. When I say “Digital,” I am referring to the [...]

 

Reader’s Choice – Most Popular ComBlu Content of 2016

This list is based on the most viewed and shared blog posts and slideshows in 2016. What is notable is that many were not developed this year. Below is a myriad list of topics that seem to be on the [...]

 

HOW TO BUILD AN EMPLOYEE INFLUENCER PROGRAM

You’ve read the blogs, seen the studies, attended the conference sessions, met with your CMO and, yada yada yada; developing an employee influencer program is high on the To-Do list. You have some [...]

 

Customer Interrupted

When did the user experience get so bad? Digital disruption should not result in customer interruption. Why is there such a disconnect between content strategy and UX these days? If 70% of a [...]

 

Four Social Engagement Resolutions for B2B Marketers

This blog was co-created with my colleague, Cheryl Treleaven. We are of the minds that the following quote speaks volumes, “We don’t have a choice on whether we do social media; the [...]