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3 Ways to Use Growth Hacking in Your Marketing Planning

By | Marketing Insights | No Comments

As you gear up for your marketing planning, the “do more with less” mandate doesn’t have to be a pipedream. The secret? Growth hacking—a new modus operandi that’s disrupting the B2B marketing world as we know it.

For the unfamiliar, growth hacking (or growth hacker marketing) has its origins in start-ups. It’s a mindset born out of the need to skyrocket growth as fast as possible, using unconventional resources, on a limited marketing budget. Read More

own the pitch

The Secret to Winning Enterprise Accounts

By | Sales Insights | No Comments

Picture this: It’s EOD Thursday, and John from Sales knocks on your door. He’s pitching a huge account on Monday. It’s an enterprise account—one that’ll fundamentally change business for your company. John asks if you can give his presentation a once-over, so “you know, it looks good and sounds smart from a marketing perspective.”

You got it, John! Then he drops a 100-page hard copy of his PowerPoint on your desk and whistles his way out of your office. Read More

declaration of independence brand mythology

The Founding Fathers: The Originators of the Brand Mythology

By | Brand Management | No Comments

As we ready our “out of office” auto-replies and mentally prepare for a day of star-spangled awesomeness, let’s take a few minutes to recognize a curious fact about the Declaration of Independence. Unbeknownst to its author, Thomas Jefferson (perhaps the greatest copywriter of his time), the Declaration wasn’t just the coming-out announcement of the United States of America as a new nation; it was also the first brand mythology. Read More

happy-father's-day

What Dads Can Teach Us About Marketing

By | Marketing Insights | No Comments

It’s almost that time of year again when we celebrate dads. You know, those guys who taught us how to ride our bikes. Who taught us how to fix things around the house. Who taught us that a boo-boo on our knee wasn’t the end of the world. And who always had our backs. No matter what.

Dads are pretty cool—and pretty smart, too. They’re full of life lessons, like the ones listed above. They also taught you some great insights on marketing, if you were paying attention. Read More

3 Ways Buyer Personas Enhance the Customer Connection

By | Customer Messaging | No Comments

The misconception that the B2B purchase decision is based purely on logic must be set straight. That truth is, we humans rely more on the emotion and instinct from the right side of our brain, than the logical and rationalized reasoning from the left side. Yes, even in B2B marketing. Your challenge is to master this right-brain selling—and connect with the intuitive side of our customers so sales messages resonate with their needs, pressures and preferences.

How? One way is by creating buyer personas of your target audience(s). Read More

Mother's Day

Show Some Love: What Marketers Can Learn from Mother’s Day

By | Marketing Insights | No Comments

With Mother’s Day right around the corner, we’re reminded of the importance of showing those we value some love. But don’t forget about those special people you value at work, too. And no, we’re not talking about Wendy in accounting. We’re talking about your customers. You know, those people who, without them, your business wouldn’t exist. The ones your mission statement says you’re dedicated to serve. The ones you went through hoops to win over.

Yeah, they matter—and you have to prove this to them every once in a while. Why? Read More

Get more out of your marketing automation program

5 Must-haves to Make Your Marketing Automation Dominate

By | Marketing Automation | No Comments

Marketers leverage marketing automation software to nurture their prospects into long-term customers with positive and profitable relationships. The fact is, however, this goal isn’t easily realized. Marketing automation isn’t foolproof, and many marketers are paying the price in wasted resources and missed opportunities because they’ve failed to adequately develop their marketing automation strategy.

Use these five insights to ensure your marketing automation program dominates, from creation to execution. Read More

Get Over Yourself Graphic

Get Over Yourself: It’s About the Customer, Not You

By | Customer Messaging | No Comments

Let us ask you a question, and answer with complete honesty. What is the goal of your business?

If your key messaging reads something like “Celebrating 25 years” or “Quality supplier since 1985,” you may have the wrong focus.

You’re here to provide products and services that make your customers’ lives easier. When you make your customers happy, you make money.

To do this effectively you need to move beyond self-serving messaging and put your customers’ needs first. Not yours. Read More