Why Employee Advocacy Should be the Cornerstone of your Marketing Strategy

Posted by Lauren Farrell on November 25

Empowering employees to be champions of your brand is more important than ever before. 92% of people trust recommendations from their family and friends over any form of advertising. Employees who are advocates for their employers help to lead recruitment, increase brand awareness and even drive leads.

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Topics: Business Communication, Thought Leadership, B2B Marketing, B2B Content, Content Strategy, Social Media Marketing, Employee Advocacy, B2B Social Selling, Social Selling, Maverick of Marketing

Is Your Sales Team Getting the Content it Needs?

Posted by Owen Matson, Ph.D. on April 6

"Don’t Make Your Sales Team Run Marathons on Milk Duds."

Let me explain.  See, I had this kind of absurdly anxious nightmare.  Our firm was in some kind of Olympic race—but not really The Olympics.  (You know how dreams are.)  Anyway, we were sending our sales team out to run a marathon.  For some reason, I said, "they can't run on an empty stomach."  Then the sales team looked at me.  Somehow, I realized I was in charge of the food.  Then I gave them each a Milk Dud.  That’s right—a Milk Dud, the odd little chocolate-caramel candies in the yellow box. Except I didn’t give them a box of Milk Duds--just a Milk Dud, singular. They looked confused and disappointed.  I felt guilty and anxious.  Then we lost the marathon.   

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Topics: B2B Marketing, Sales Cycle, B2B Content, B2B Social Selling, Content Marketing, Marketing and Sales

For B2B Brands on LinkedIn, Employees are Key to Success

Posted by Owen Matson, Ph.D. on March 28

When people are reluctant to use LinkedIn actively in their work, it is often due to the lack knowledge of the possibilities. It can be anything from the use of the platform, to the personal settings, or that they do not think their profile radiates professionalism. Consider how you should prepare your colleagues solidly on the new effort.

Companies can no longer survive without their employees efforts on LinkedIn

Below I review a number of the most important focus areas, as well as how your employees and colleagues can contribute to your company’s success on LinkedIn.

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Topics: B2B Content, B2B Social Selling, B2B Digital Marketing, B2B Social Media Marketing

Why Your B2B Strategy Needs SlideShare

Posted by Owen Matson, Ph.D. on March 24

Social media for B2B has changed its landscape more times than most of us can count. We all continue to participate in the evolution of an ever-growing share of platforms that started with basics like Facebook, LinkedIn and Twitter. Not to mention that there are many of you who have quickly learned how to source Pinterest and Instagram for mobile marketing outreach. 

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Topics: Video, Content, B2B Content, Content Strategy, B2B Social Selling

Why In-House Marketing Teams Need to Partner with (the Right) Marketing Firm

Posted by Owen Matson, Ph.D. on March 24

At the risk of breaking rule 1 of inbound marketing, I am going to indulge in what sounds like shameless self-promotion and tout the benefits of partnering with a professional marketing firm to support your in-house marketing goals.  Yes, in the interest of full disclosure, I happen to work at a firm that provides just these kinds of services.  But, in all honestly, I can't imagine how internal marketers get by without the extra help.  Digital marketing has grown too complex, too specialized to manage effectively without the added bandwidth and expertise of an experienced partner.

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Topics: Marketing Services, inbound, B2B Content, B2B Social Selling, B2B Digital Marketing

Are We Containers for Content? The Origin of Memes

Posted by Owen Matson, Ph.D. on March 20

"When you plant a fertile meme in my mind you literally parasitize my brain, turning it into a vehicle for the meme's propagation in just the way that a virus may parasitize the genetic mechanism of a host cell.”--Richard Dawkins, The Selfish Gene 


  1. A cultural item that is transmitted by repetition and replication in a manner analogous to the biologocal transmission of genes. 
  2. A cultural item in the form of an image, video, phrase, etc., that is spread vie the internet and often altered in a creative or humorous way.

The word “meme” was invented about 40 years ago by evolutionary theorist Richard Dawkins.  Dawkins coined the term in his controversial 1976 book, The Selfish Gene.  The book is famous.  The word “meme” is even more famous.

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Topics: Creative, Content, inbound, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

Don't Automate Relationships--Everything Else is Just Raisins on the Matzah

Posted by Owen Matson, Ph.D. on March 20

Life is About Relationships--Everything Else is Just Raisins on the Matzah 

The reference to matzah is proverbial Yiddish wisdom. (What's matzah? Here's a link.) The relationship part should be familiar.  And when it comes to the latter, it's helpful to remember the limits of automation. Don't get me wrong--I'm no luddite.  I love technology--perhaps too much.  And the benefits of automated marketing tools provide much-needed relief from the dull redunancy of repititive tasks--like the posting of individual blogs to each of multiple channels.  Automated marketing helps maintain brand consistency across multiple channels; it saves time, money, and essential brain power required for more essential tasks--like wordsmithing!

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Topics: Marketing Services, Content, inbound, B2B Marketing, B2B Content, B2B Social Selling

Marketers in MedTech Must Strategize for an Ever-changing Audience of Decision Makers

Posted by Owen Matson, Ph.D. on March 20


Content Creation:

According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:

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Topics: Marketing Services, Creative, Solutions, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

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