Buyer’s Journey: Engage & connect when and where it matters most

Buyer’s Journey: Engage & connect when and where it matters most

The past few years, and most notably the COVID-19 pandemic, 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 deeper, more authentic brand-customer relationships. (more…)
Read More
Want to build products your customers love? Start with marketing.

Want to build products your customers love? Start with marketing.

Every product company wants to create products their customers love. But the path to building and launching these products isn’t always straightforward. It’s an effort that requires multiple business disciplines — including marketing — working together collaboratively to understand and meet customer and market needs. (more…)
Read More
How to build an effective on-demand marketing team

How to build an effective on-demand marketing team

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…
Read More
In-house marketing vs. agency or freelancer: What’s best for you?

In-house marketing vs. agency or freelancer: What’s best for you?

There comes a time in every business’s lifecycle when it needs to invest in marketing to continue growing. Some of the most important decisions are when and who to hire to develop and manage your marketing programs. Your business has what seems like endless options: in-house marketing vs. agency, consultant, or freelancer. But these resources also vary in their seniority and experience in various functional areas (e.g., digital, content, analytics, traditional). Without strategic marketing leadership at the helm, it can feel impossible to make sense of all of the options available and which are the right resources for your business. In this…
Read More
How remote collaboration in marketing has changed — and why it’s here to stay

How remote collaboration in marketing has changed — and why it’s here to stay

In a matter of days, the COVID-19 pandemic altered where marketing teams got their work done and how they collaborated with colleagues. Research suggests that the remote work environment is here to stay in some form, with less than one in five executives saying they want to return to the office as it was pre-pandemic. Employees are eager for hybrid office and remote options, but some executives express concern over the impacts these hybrid work environments could have on company culture. (more…)
Read More
Marketing Technology — Your biggest headache or significant business driver?

Marketing Technology — Your biggest headache or significant business driver?

Choosing and implementing marketing technology can be an overwhelming process. There are thousands of martech solutions on the market, making it challenging to determine which ones your business should invest in (and perhaps more importantly, which it shouldn’t). Without a strategic marketing plan or experienced leader, marketing technology decisions can be daunting. Too often, businesses end up committing random acts of marketing in their technology decisions. (more…)
Read More
Let’s get strategic — Leveraging social media to advance your business

Let’s get strategic — Leveraging social media to advance your business

It’s hard to believe that YouTube, Facebook, Twitter, and Instagram were all launched within the last 15 years. As consumers, we’ve quickly become accustomed to social media being the first place we turn to engage with the brands we love.  Given how embedded social media is within consumers’ day-to-today lives, these channels have also become one of the best ways for brands to reach their audiences. But savvy brands aren’t just using social media to push out content. They’re using it to connect with customers to build, sustain — and sometimes — repair trust. Companies that use social media effectively take…
Read More
How to strike a balance between innovation and perfection in marketing

How to strike a balance between innovation and perfection in marketing

There’s a delicate balance between progress and perfection in marketing. When businesses strive for perfection, decision-by-consensus slows or stalls efforts. Innovative products, campaigns, and services never make it to market, or a competitor launches their offering first, diluting your offering and investments. On the flip side, there’s a risk of moving too quickly and promising something that the business can’t deliver on or launching something that doesn’t meet customers’ needs. Failing to deliver on a promise erodes stakeholder confidence and trust.  (more…)
Read More
Agility: an essential ingredient for brand relevance in a changing world

Agility: an essential ingredient for brand relevance in a changing world

We are quickly approaching mid-year, and business leaders everywhere are thinking about how they move forward in an undefined new world. Whether a business has been booming, shuttered, or stalled, the second half of 2020 is going to be monumental in separating companies that will thrive from those that will merely survive. (more…)
Read More