B2B Reads: Anecdotes, Content Dilemma, and Dear CEO’s


In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.

Anecdotes Are Not Science
New technology creates the appearance (and sometimes the actual fact) of new insights, new resolution, new certainty. In our search for anecdotes, particularly about health, behavior or the economy, this apparent increase in accuracy opens the door for more hope, even if it’s not based on widespread results. Thank you for the great read, Seth Godin.

Words and Phrases to Avoid in a Difficult Conversation
Difficult conversations are difficult for a reason, and when you’re anxious or stressed out, it’s easy to say the wrong thing. And it doesn’t matter how prepared you are. Your best laid plans will go to waste if you offend or anger the other person. Thank you for the great read, James R. Detert.

Solving The Content Data Dilemma: How To Build B2B Content Measurement Dashboards
One of the keys to optimizing the buyer journey and the customer lifecycle is improving our understanding of how content is contributing to and driving those experiences through the use of content measurement dashboards. Here is a five-step process to help build B2B content measurement dashboards. Thanks, Christine Polewarczyk, for the insightful read.

An Open Letter To CEOs: Why Your CMO Is Thinking About Leaving
If you think that can’t possibly be your CMO because they are such a rockstar, remember that unicorns get hunted the most. Here are the five things you must give up if you want your CMO to stay – and to succeed. Thanks for the mindful read, Shama Hyder.

4 Pitfalls That Can Kill Your Content Marketing (And How to Avoid Them)
For all the value and power content can have for your brand, it also can kill your brand. Let’s take a journey through that downside of content marketing and look at how you can avoid those pitfalls that can kill your brand. Thank you Anthony Gaenzle, for the great read.

Five Strategies Successful CMOs Use to Engage Their CFO
CMOs must engage CFOs as a real business partner year-round – not just during planning and budget season. Establishing a solid relationship with the CFO will help the CMO redefine the perception of marketing from a cost center to a strategic investment and profit center, serving both leaders with more efficient and aligned corporate growth. Thank you for the helpful strategies, Alan Gonsenhauser.

Webinar Benchmarks: Promotion and Attendance Trends
Based on over 100,000 webinars held in 2020, emails sent during the middle of the workweek tend to drive the most webinar registrations, according to recent research from ON24. Thank you for the informational read, Ayaz Nanji.

The Back to the Office Maximum
Most organizations are focused on the hours, days, and location of work. Smart organizations are actually listening to what their employees are telling them about what flexibility should look like, what matters and what’s lacking. Unsmart companies are returning to the status quo because they don’t trust their workers. Thank you, Anne Petersen, for the great read.

3 Ways to Make Sure Nobody Shares Their Good Ideas
If you don’t want the bother of fielding good ideas, here are three ways you can make sure no one brings you good ideas. Thank you for the great read, Wally Bock

5 Risks of Performative Pride Allyship
Each June, brands clamor to virtual signal that they support the LGBTQ+ community largely without putting in a genuine effort and the majority of consumers recognize these attempts as inauthentic almost immediately. Thank you for the insightful read, Katie Martell.