Dramatic Narratives Change Brain Chemistry and Modify Behavior

Dr. Paul Zak conducted a series of experiments which showed that our brains engage with stories when they include a conflict that we want to see resolved. Can we use the power of story to evoke emotions and change buyer behavior?

David CrankshawDramatic Narratives Change Brain Chemistry and Modify Behavior

Marketing Inefficiency Leads to Revenue Stagnation

Each year B2B companies produce more marketing content than the year before. Yet much of it fails to reach its audience. The consequences bring growth to a halt.

David CrankshawMarketing Inefficiency Leads to Revenue Stagnation

SaaS Company Perseveres Despite Wall Street Doubts

This case study of BenefitFocus shows how you can use the unit economics of a customer to reveal the health of the underlying business.

David CrankshawSaaS Company Perseveres Despite Wall Street Doubts

Why Consumer Marketing Fails B2B Companies

Most of the art and science of marketing was developed to address the needs of large consumer markets. These methods evolved to drive transactions in a retail setting. Consequently, consumer marketing methods are blatantly unsuited to meet the complexity of business buying decisions. You cannot use consumer methods to develop long-term relationships with business buyers. As Adam Needles says in …

David CrankshawWhy Consumer Marketing Fails B2B Companies

How Does HubSpot Staff for Inbound Marketing?

Hubspot, a software company in Boston, has grown rapidly since its formation in 2005. It has achieved an amazing Compound Annual Growth Rate of 88% over the five years starting in 2009. The company sells marketing software for small and medium sized companies. Through articles, tools, and e-books, HubSpot ceaselessly educates these businesses on how to become more successful with …

David CrankshawHow Does HubSpot Staff for Inbound Marketing?

Use Marketing to Disrupt Your Competition

Carlos Hidalgo is worried. He wants to know if business-to-business marketers have the ability “to perform at a high level within their roles.” Hidalgo has good reason for concern. His research reveals startling statistics about marketing departments in companies with revenues over $250 million: When asked “How effective are your demand generation programs at achieving your primary goals?” only 2.8% …

David CrankshawUse Marketing to Disrupt Your Competition