Author: Jacqueline Burns
Jacqueline Cox has accrued close to 20 years’ B2B marketing experience, yet none in her hometown of Brisbane. Her career ladder has circled the globe, but she can’t help but wonder whether her experience would be valued here in Australia. By Jaci Burns. This article originally appeared in The Versus Issue, our February/March issue of Marketing magazine. […]
Jacqueline (Jaci) Burns attended Inbound 2016 in Boston, where Salma Jafri explained how upcycling can help you take the burden out of content marketing across a variety of channels. Modern day content marketing is barely 20 years old, yet one of the challenges marketers already face is how to create new and original content. The solution […]
Jacqueline (Jaci) Burns reports from Inbound 2016 in Boston, where Tim Urban is enlightening attendants on how effective content isn’t about being an expert, it’s about being interesting. Tim Urban is not an expert on anything he writes about. But with over one million visitors to his blog each month, and half a million subscribers, he’s an expert […]
In the aftermath of the US presidential election, Jacqueline (Jaci) Burns looks at the marketing campaigns of Hillary Clinton and Donald Trump to see who was the better marketer. I’m excited to be in Boston at my inaugural HubSpot conference. Yet, I missed the first few hours of Inbound 2016. Like so many people, I was […]
Proposed legislation in the US to limit the ability of businesses to prevent consumers from providing negative reviews on social media would no doubt have knock-on effects elsewhere, including Australia. Jaci Burns discusses the effects removal of ‘gag clauses’ would have, and how businesses can deal with online reviews. Gag clauses were originally incorporated into employment […]
Jaci Burns writes that the controversy engulfing Subway and its long-time spokesperson Jared Fogle is just the latest evidence that celebrity brand ambassadors are too risky, and that’s why more and more brands are turning to ‘real’ people as social media brand ambassadors. – Editor’s note: I want to be careful to point out that no […]
Jaci Burns finds out what American Apparel head marketer and author Ryan Holiday has to say about growth hacker marketing at BMA15, the Business Marketing Association’s conference in Chicago, which wrapped up last week. What do Airbnb, Spotify, Dropbox, Uber and Snapchat have in common? They’re all ‘unicorns’ (companies that have soured to a […]
Jaci Burns shares new findings into B2B purchase decisions, from the Business Marketing Association’s annual conference in Chicago. In 2014, Google and Millward Brown Digital continued their longitudinal study of business-to-business buyer behaviour. Last conducted in 2012, the study combined a survey of around 3,000 B2B buyers, with analysis of 13-months of Millward Brown […]
Jaci Burns is not afraid of going straight to the top. Try writing directly to a company’s CEO, she advises, to express both your grievances and positive feedback. These are just a couple of occasions she’s been compelled to act, leading to perhaps surprisingly positive outcomes. Early on in my marketing career I made […]
Since early 2014, mobile internet use has exceeded desktop internet browsing. Social media strategist Kim Garst predicts 2015 will herald a shift to a truly ‘mobile-first’ mentality. If she’s right, Australia’s ‘leading’ professional services firms have a lot of work to do – 60% aren’t even ‘mobile-friendly’. Let me start with a couple of definitions. Google […]
