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Author Archive for:Kathy Baughman

Elevating the Content Conversation

The one thing that is constant in our work is this: we repeatedly hear the same challenges and issues that organizations face when trying to scale content strategy. Recent discussions focus on how AI [...]

 

The Customer Journey Is Never Done

The kick-off keynote at this year’s B2BMX Conference got everybody talking. Brian Solis, who focused on the humanization of B2B Marketing, made several interesting points. Most are summarized in [...]

 

Content Bingeing Redux

One of the best sessions I attended at this year’s B2BMX conference was Ardath Albee's discussion about content bingeing. Last year, we published a post about Content Bingeing in a B2B World;  it [...]

 

Modern Marketing Skills—Emerging Competencies in an AI World

Envision the modern-day centaur as half human and half machine. In visualizing this, you probably imagined the top half of the human body kluged to a mechanical base. The resulting being could [...]

 

WOMMA Talk 360

No spoiler alert needed: The major themes of WOMMA’s Talk360 Summit were trust and authenticity. Edelman’s most recent Trust Barometer uncovered that today’s consumers have lost faith with [...]

 

Putting Your B2B Buyers’ Journeys to Good Use

In modern marketing, journeys replace the traditional funnel as a more dynamic tool that provides insights into each member of a buying team. The funnel is too linear for today’s more active and [...]

 

Content Bingeing in a B2B world

Data is a natural by-product of today’s modern marketing techniques. Not only do our platforms generate a ton of information about the digital body language of customers and prospects, we can also [...]

 

Thought Leadership Maturity Model: Part Three

While creating the ComBlu Thought Leadership Maturity Model and Assessment Tool, we surveyed a handful of organizations that aspire to produce great thought leadership. This post shares some of the [...]

 

Thought Leadership Maturity Model: Part Two

In Part One of this blog series, I introduced the concept of true thought leadership and the underlying maturity model that becomes the basis of a thought leadership roadmap. I referenced a [...]

 

Thought Leadership Maturity Model: Part One

Today, many organizations look at thought leadership as a way to differentiate its content. While seemingly a reasonable objective, in reality thought leadership is not a content strategy. It is a [...]