Author: Kris Paulson

The past few years have brought significant change to the buyer’s journey and customer experience. People now expect more from brands: a more seamless bridge between digital and in-person interactions and authentic, deeper, brand-customer relationships. (more…)

The modern marketing ecosystem has changed the way businesses market themselves. Marketing programs now require an entirely different array and a longer list of skill sets than they did 20 years ago. The agency of record no longer makes sense because one agency cannot provide all services a business needs or provide all of them effectively. Companies now need access to a long menu of service providers skilled in various areas, including content, creative, search, paid media, events, analytics, and more — and they need different services at different stages of their growth. But not all businesses have the strategic bandwidth or experience to…

The rapidly-evolving nature of a crisis requires marketing and communication teams to stay nimble by listening carefully to their key stakeholders, adapting quickly, and leaning more purposefully into the turns.  (more…)

Most business leaders understand that marketing should help get more “at bats” through lead generation efforts, but many organizations miss the opportunity to engage marketing to its full potential. Beyond lead generating programs, marketing can and should be instrumental in client retention, growth, loyalty, advocacy, as well as other business strategies in product or service innovation, employee recruitment / retention, change management communications, and more. (more…)