Anne Janzer
Author, Writer, Content Marketing Consultant
Category: Technology marketing
Using Customer Data: Don’t Be Creepy
Businesses have all kinds of data about customers. You can use that data in ways that demonstrate value to your customers, or that erode customer trust or creep people out. You decide. As a previous blog described, campaigns that use customer data can help you reinforce…
Read MoreDisrupting Digital Business: A Book Review and Marketing Perspective
The word ‘disruptive’ is thrown around a lot lately. It made Forbes’ list of the 10 most overused startup buzzwords. But there’s a good reason for that. Disruption is all around us. It’s better to acknowledge and embrace that fact…
Read MoreThe Customer Retention Marketing Opportunity
It’s time for marketers to give customer retention a little love. According to the State of B2B Product Marketing 2015 report by Regalix Research, customer retention marketing comes in dead last in the list of B2B marketing activities. Only about one…
Read MoreMarketing Above the Noise: A Call to Reason and Strategy
As soon as I read this statement, I knew I’d like the book: “It’s time to move the discussion away from today’s latest hot marketing tools and tactics to what really counts: convincing customers to trust you with their business…
Read MoreMarketing and the Subscription Customer
Subscriptions aren’t just for magazines anymore. Technology companies, retail businesses, industrial services and suppliers, and countless other companies rely on subscriptions to sell goods and services to customers. Think about it: Amazon AWS is a technology subscription, while Amazon Prime…
Read MoreMinimum Viable Messaging for Startups
Few things make a content developer (aka writer) happier than a complete product messaging roadmap. For details, see What the Writer Wants from a Product Messaging Document. We know that content development and review cycles will be smooth sailing if there’s a…
Read MoreContent marketing and online courseware
Content marketing aims to educate and inform. And what’s more educational, at scale, than Massively Open Online Courseware (MOOC)? I was struck by the content marketing possibilities of online courseware after completing an online class on Sustainability and Business Innovation presented by…
Read MoreIs your business website a lekker?
No, that’s not a typo – “lekking” is at term in animal behavior that means self-aggrandizing behavior (usually for the purpose of attracting mates). I didn’t know that term before encountering it in Adam Grant’s brilliant book Give and Take:…
Read MoreMeasuring content marketing effectiveness
How do you measure the performance of your content marketing? LinkedIn recently introduced a Content Marketing Score to track and benchmark the performance of content on the LinkedIn network. This effort highlights a larger issue – it’s tough to track the effectiveness of…
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Anne Janzer 