A “thread” that makes a real difference

A “thread” that makes a real difference

As marketing leaders, we are always torn by the idea of making real connections with our audiences and making our organization money.   It’s difficult because despite our best efforts, sometimes our messages and storytelling techniques are perceived by buyers as...

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Building the Right Technology Stack

Building the Right Technology Stack

The right sales and marketing tech stack to a great extent is the key to your business's success, while the wrong choice may be a reason for failure. When considering purchasing applications that make up this ideal tech stack, the purchase team should try to zero in...

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The Reference Management Elite: Zoe Meyer

The Reference Management Elite: Zoe Meyer

When an Outside Perspective Makes All The Difference Zoe Meyer began her marketing career in field marketing event and channel marketing roles. By chance and accident, Zoe found customer reference management. In 2010, Zoe moved on to a reference management team at CA...

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Silos Belong on a Farm, Not in Reference Programs

Silos Belong on a Farm, Not in Reference Programs

Over a dozen years ago, IBM realized that every brand, geography and industry group in the company was basically "doing their own reference thing" in silos. Matt Young, Program Director of Corporate Marketing at IBM, was asked by Ann Rubin, IBM's VP of Marketing, to...

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The Reference Management Elite: Jolene Hall

The Reference Management Elite: Jolene Hall

Taking a Strategic Approach to Customer Advocacy Engagement Coming from a background in communications with emphasis in news and television, we can understand how Jolene’s role in Customer Advocacy Management with IBM came to fruition. Holding various roles within...

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