Harvard Business Review
OCTOBER 10, 2014
Marketers often distinguish between paid, earned, and owned media. While the strategies are different, the goal is the same — to generate awareness and engagement. If you want to get ahead, and stay ahead, you need to rethink your owned media strategy. Owned media can be used in B2B as well.
Harvard Business Review
AUGUST 5, 2015
Specious talk about disintermediation of salespeople obscures the real issues facing firms. In their buying streams, they expect the rep to orchestrate those interactions purposefully, and efficient coordination of these interaction points must be reflected in an effective 21 st -century go-to-market strategy.
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