I recently heard a Tesla Motors exec give the back story on the company that’s shaking up the auto world. It was great to get a look under the hood of their strategy and future plans, but the thing that stood out to me most was what they had done with their core message. There’s an important lesson from this B2C brand that every B2B marketer should pay attention to. For Tesla, it’s not about … [Continue reading]
When sales thinks marketing is useless – and what to do about it
It came up in conversation at a recent industry event. I was listening to a seasoned sales professional describe the daily struggle to break into new accounts, so I asked about the support he gets from marketing. He said his technology company spends a lot of money on marketing. Yet, everything the marketing department gives him in terms of sales support is – in his words – “worthless”. It’s a trillion dollar problem. Unfortunately, his … [Continue reading]
For Google’s head of marketing, it’s still all about the message
What’s top of mind for the marketing head at one of the world’s top three brands? It’s not what you’d expect. In a company known for its emphasis on data, analytics, and new technology tools – Lorraine Twohill, SVP of Global Marketing at Google, says great marketing still comes back to the basics of creative messaging. Here are a few key takeaways from her recent interview with McKinsey Quarterly*. Creative fundamentals are vital – even … [Continue reading]
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