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Slay the Ignosaurus; Change Your Life

The Ignosaurus (Latin: Ignosaurus Status Quo) is a beast that lurks in the shadow of Marketing. Some say it doesn’t exist. That it died out millions of years ago along with the other dinosaurs. Some say it never existed. But insiders know the dirty secret… that the Ignosaurus is very much *ALiVe* in marketing. It lurks in our industry—holding you or your teams back, bringing everyone down. The only way to slay it…? Take away its seat at the table and invite another creature in its place. This is a lightly edited transcription of my keynote at the MarketingProfs B2B Forum, illustrated by a few of the slides. The full deck is here, too: Slay the Ignosaurus; Change Your Life from Ann Handley * * * San Francisco, November 14, 2018 This morning let’s talk about slaying the Ignosaurus—what it is; why we need to slay it. This is Ignosaurus. […]

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The 2 Most Important Stats from the Latest Content Marketing Research Report, in 1 Glorious Chart

In marketing, I value three things: quality over quantity, great writing, building an audience over stuffing a pipeline until it bursts at its seams with so-called leads. I value other things, too. But those three things are top of mind for me this morning, because we just released a brand-spankin’-new research report, B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America, produced by MarketingProfs and Content Marketing Institute (CMI) and sponsored by Brightcove. The report—blandly titled, but nonetheless full of rich insights—presents findings from the 8th annual content marketing survey. (Yes, 8th!) And therein we find… quality bests quantity, craft and creativity matter, and building an audience is better than simply collecting leads. And we know this because 870 of us business-to-business marketers paused for 5-7 minutes this past July long enough to take the survey that spells it out. Here are two of my favorite takeaways from this year’s

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The Secret to Marketing Event Success (Spoiler Alert: Muffin Tops)

“The past is always tense, the future perfect.”―Zadie Smith Want to win a trip and full pass to the MarketingProfs B2B Forum? Enter our essay content here! Registration just opened for the MarketingProfs B2B Marketing Forum. That’s a boring name for a conference, isn’t it? Which is why we affectionately nicknamed the B2B Marketing Forum, which takes place each October in Boston, the “Marketing Muffin Top.” Much like an actual muffin top in an actual muffin tin, it overflows in (mostly) appealing ways. Right now, we are elbow-deep in rolling and setting the program for the 2015 B2B Forum, and the Marketing Muffin Top moniker is on my mind again because there are so many great ideas flying around. (Hat tip to marketing director Jo Roberts for that nickname.) Two Things a Great Event Needs The success of an event hinges on two things: The depth of the experience that

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