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6 tips for successful customer reference programs

Few marketing programs match the effectiveness of comprehensive customer reference programs. Third-party endorsements are just instantly credible—whether they’re found in case studies, quotes, press releases, podcasts, videos, or webinars. Still, many marketers struggle to make their customer reference programs work. And that’s a pity, because

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7 great ways to screw up your executive communications program

Need to add a little extra “oomph” to your content marketing? Incorporating an executive voice can make your assets more compelling and persuasive. But while you may garner more interest this way, there are a number of routes toward making your executive communications program go

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Cloud providers must fly past 3 challenges to accelerate revenue growth

If the future of tech is cloud, the future has arrived. Why are so many cloud providers struggling to grow revenue at the sensational scale everyone seems to expect? To find out, I recently attended the Amazon Web Services (AWS) Summit in San Francisco, where

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Is Weak Content Slowing Down Your Lead-Gen Efforts?

Congratulations, marketer.

You’ve implemented your shiny new marketing automation (Marketo, Pardot, HubSpot, or some similar tool). As part of the demand-gen effort, you’ve built personas for the purchasers and influencers involved in your buyer’s journey. You’ve created lead-generation campaigns and assets to capture and incubate leads.

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