I recently read an interesting Harvard Business Review blog post “Marketing is Dead” exploring the views of CEOs on Marketing and business credibility. In the post, author Bill Lee states: “…. CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group the result was that:
- 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth
- 72% are tired of being asked for money without explaining how it will generate increased business
- 77% have had it with all the talk about brand equity that can’t be linked to actual firm equity or any other recognized financial metric….” Continue reading
In the coming years, we’re likely to see a lower influx of new recruits to the job market. It is also widely predicted that the financial crisis will likely decline before long. So the hunt for the best employees is about to begin!
As a consequence, employer branding has suddenly become a strategic focus for B2B companies. Many are already now starting to position themselves to grab their share of the scarce resource of the future: talented people. For that, a compelling employee value proposition (EVP) becomes very important. Continue reading
Effective content marketing is based on a genuine desire to help potential customers – and can, when implemented, lead to fundamental change in company culture. But old wine is old wine…