Lumenatti

Bright ideas, emerging thought and interesting concepts to spark conversation, drive strategy and stimulate new approaches.

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#NEVERFORGET – HOW COULD WE?

As I watched the news this morning, I was moved by the families reciting the names of the 2977 lost this day in 2001. For them, #neverforget is painfully real. Since that fateful day, we’ve been [...]

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 Origin of the Press Release…Who Knew?

Recently, during my daily morning monitoring, I stumbled across an article that spoke of The Origin of the Press Release. Thirty plus years into my career and after writing at least several thousand [...]

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 [...]

Putting Personas in Perspective

Done well, buyer personas can be fundamental to understanding your prospective customers. Marketers typically build these archetypal profiles for insights on the buyer’s decision journey which, in [...]

The Impact of AI on Marketing Jobs

This post was originally written by Tom De Baere on his blog, B2B Marketing Experiences.  Marketing organization haven’t changed much in the last 40 years or so. But that’s about to [...]