Let’s take a short jump back in time to the middle of April. If you recall those very dark days, the following things seemed all but inevitable. First, the United States—and most likely the entire world—was going to go through a recession this year. Second, we were...
When you’re selling a product or a service, your marketing shouldn’t just be about the thing you’re selling. It’s about you, and it’s about what you can do for your customers—particularly how you can make them feel. But for some brands, it goes even a step further. It...
Clarity is king. Whether you’re talking on the phone, reading an email, or examining a project brief, a lack of clarity leads to confusion, to miscommunication, to trouble. That’s true in the best of times and the worst of times, and as you might have noticed, the...
You might be confusing the marketplace about what products and services your company offers without even realizing it. Many companies that have been in business for a long time, especially those that have grown over the years through acquisitions, gradually become a...
Sometimes the hardest part of developing your marketing strategy is finding the right questions to ask in order to actually get started. At the beginning, it all feels a little bit too big to even wrap your mind around. There are so many channels, so many potential...
When times are tough, we tend to look to our leaders for inspiration and for reassurance. I am, of course, not telling you anything you don’t already know when I say we’re definitely in one of those times right now—not just one business, one industry, or even one...
“I’m not sure what we do from a marketing perspective—our marketing team handles that. I’m in sales, and my job is to connect with my prospects in whatever way I can.” How many marketers have heard those lines from your sales team, and how many sales professionals...
When marketers throw out terms like multichannel marketing, integrated marketing, cross-channel marketing, and omnichannel marketing—to name a few—there can be a lot of confusion about what that actually means. We’re here to clear things up. What is multichannel...
Awareness can be a scary word for marketers. I like to think of paid awareness campaigns as the luxury motor vehicles of digital marketing tactics. They seem like this extremely expensive and unnecessary purchase that would be nice to have, but it’s not practical....
Say what you mean, mean what you say, and do what you say you’ll do. It sounds simple, but in practice it proves much more difficult. People and organizations often struggle with consistently following through on all three elements of the equation. Why? Well, we are...
