Author Archive | Scott Gillum

The Importance of Finding “False Positive” Brand Advocates

‘Tis the season for Christmas catalogs. Tons of them roll into mailboxes across the country and, shortly thereafter, into recycling bins. In our house, two catalogs escape this fate but for different reasons. I am an “all-in” fan boy of the Patagonia brand. In my opinion, Patagonia is THE most authentic brand in the world. […]

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The Importance of Finding “False Positive” Brand Advocates

‘Tis the season for Christmas catalogs. Tons of them roll into mailboxes across the country and, shortly thereafter, into recycling bins. In our house, two catalogs escape this fate but for different reasons. I am an “all-in” fan boy of the Patagonia brand. In my opinion, Patagonia is THE most authentic brand in the world. […]

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Emotional Experience Mapping

Imagine this; you’ve booked a three-day trip to Miami. Would it make a difference in how you pack, the airline or hotel you select, even your mindset, based on whether the trip was for a vacation or a business meeting? Of course it does, and any reasonable person would start with the purpose of the […]

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Experience Clouds Are Changing The Game For Digital Marketers

By Scott Gillum and Paige DiPrete Modern marketers are “technology crazy,” constantly searching for the latest innovation to help them optimize the customer lifecycle and gain a completive advantage. For better or worse, marketers have plenty of options to play with, according to Scott Brinker the MarTech landscapes is enormous with 3,874 ISV’s and growing […]

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Everything We Thought We Knew about B-to-B is Wrong Video

In December, I had the opportunity to be the Keynote speaker at the  Bowery Capital CMO Summit in NYC.  The event featured a number of high profile CMO’s speaking with an audience of mostly early stage startups (under 20 employees). My presentation was based on the recent Forbes blog post Everything We Thought We Knew […]

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The Danger of Educating People Out of Their Creativity

At this time of year the test scores of high school students from around the world are released.  US student performance on the PISA Math, Reading and Science tests are compared to their peers from 55 countries.  And every year we hear how our kids scored at the “average” level, seemingly falling further behind a […]

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Why Sales Might Have a Hard Time With The Buyer Journey

My initiation into the world of sales happened at the height of the “ Glen Garry Glen Ross” days.  It was the time of “blue suits” and “fast talkers”, and not a piece of sales automation or tracking technology anywhere to be found. We’d roam our territories searching for conversations hoping it would lead to […]

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Everything We Thought We Knew About B2B Marketing is Wrong

What company do customers feel most connected to emotionally? Apple?  Nope.  Amazon?  Sorry.  It must be Nordstrom’s then, right?  Not even close. To find the company that has the strongest emotional connection with customers, you have to leave the consumer world behind.  Blows your mind, doesn’t it. According to new research from Google and the […]

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5 “Bigs” to Make Marketing Matter

Do you think the senior executive team is excited about the big lead generation campaign you just launched?  Nope.  How about the number of “Likes” on your corporate Facebook page?  Think again.  Marketing doesn’t matter in many organizations, because it thinks, operates, and worst of all, reports “small.” Executives sitting in the “C-suite” got there […]

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