Marketers feel that sales don’t care enough about existing content and simply let it go unused. Sales teams say that marketers aren’t doing enough to deliver quality leads that show signs of purchase intent. The rift between sales and marketing dates back to the earliest days of online marketing (probably earlier). It’s a vicious circle that business […]
In-House vs. Agency: Where to Keep Your Marketing Tasks
Wouldn’t it be great if there were definitive guidance on whether you should keep marketing in-house or use an agency? In many cases, people take an all-or-nothing approach to debating in-house vs. agency marketing. But the reality is that context is everything—some tasks are candidates for outsourcing and some belong in-house. It all depends on […]
Patience: The Missing Key to Brand Awareness ROI
We’re living through the most data-driven era of business and it’s having a significant impact on marketing departments of all sizes. Now more than ever, marketing leaders are under pressure to prove that each of their activities have definitive, measurable returns. And while there are plenty of marketing activities that can be tied directly to […]
Jobs-to-be-Done Branding to Find Your Positioning
“People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!” -Theodore Levitt This quote has become something of a rallying cry for marketers. We don’t want to just push our features; we want to market to our customers’ results. However, Levitt’s quote is from the 1960s and companies are still […]
The What and Why of Brand Positioning Statements
In theory, the brand positioning statement is something an entire company can get behind. However, in practice, there’s so much confusion around the term that leads marketers and executives to end up with ineffective statements. When done correctly, brand positioning statements can be powerful tools in businesses of all sizes. But that means going deeper […]
Lessons Learned from a Breakthrough CEO
Disruptors are the innovators of the market. The ones who bring change and stand out from competitors in their respective industry. No matter the industry, there will always be challenges in developing a brand that can sustain growth and competition. So how does one stand out in an already saturated market? Disruptor and CEO Tom […]
Making Your Account-Based Marketing Successful: 3 Things to Identify
Account-based marketing (ABM) is growing in popularity in the B2B universe as a means of winning important customers, and for good reason. A few key customers can be the foundation for exponential growth and a huge new market presence. But with all the planning and careful execution involved, there’s a lot of confusion out there […]
Template Websites vs. Custom Web Design: An Unbiased Comparison
When your company is on the market for a new website, one of the first things you’ll have to decide is whether or not to build a custom site, or use a premade template. Both choices rely on a CMS (Content Management System) to get the job done. Companies like WordPress, Squarespace, Wix, and Joomla […]
A Marketing Budget Example That Covers All Bases and Ensures ROI
As you put together your overall marketing strategy, a couple of crucial questions might arise. Namely, what are you going to spend money on? And why? The answers can seem fuzzy, especially when you want measurable (and great) results…but that’s where a marketing budget example comes in. Here, we’ll share some essential considerations up-front, along […]
Why a Marketing Campaign Plan Fails—and How to Make Yours Succeed
It would be just fine and dandy if marketing were a fully-predictable animal. You plug in some good material and messaging, and you get new sales, more knocks on your door, and some modest version of fame and fortune as the output. Alas, that’s not always the case. Marketing campaigns, even those boosted by gargantuan […]
