June 24, 2020
Ice hockey is as much a part of my family as the thick Irish blood running through our veins. My husband played in college. My youngest son ...
September 10, 2019
Our chief client officer and cofounder Rod Griffith has provided tech marketers with sound strategies for decades. And Rod loves to write ...
November 22, 2017
Many B2B marketers feel the pressure to reach higher into their target customer base to gain the mindshare of corporate executives and ...
May 19, 2017
“Upreaching” to higher level decision makers is important. Don’t make these common mistakes. We call it “upreaching”— reaching higher into ...
April 14, 2017
How adaptable is the marketing company you work with? Adaptability is one of the most important qualities to look for when you’re selecting a ...
April 13, 2017
As a marketing professional, my family and friends will often ask me for advice on how they can increase their sales. Getting pulled into ...
March 27, 2017
Leverage relationship incubation to avoid being perceived as a commodity Commoditization. For most B2B marketers, it’s the death knell. It can ...
March 16, 2017
Engaging with clients by joining their conversation Typical marketing initiatives are designed to be interruptive in nature. Their goal is ...
February 6, 2017
Which strategy does your company embrace? For three and a half quarters of Super Bowl play, the Atlanta Falcons were unstoppable. Ahead ...
January 13, 2017
C-suite executives are just people. What gets your attention will get theirs. Recently, I overheard a conversation regarding a C-suite ...
November 3, 2016
What to do when you’re suffering from brand weariness The "Seven Year Itch"
May 18, 2016
The mistake you make is often less important than your response to it. This story is real. The names have been changed to protect the ...
March 24, 2016
The power of positive product positioning I was passing through the town of Concord, Massachusetts recently when I stopped at a convenience ...
March 4, 2016
Testing marketing campaigns is much easier in the digital world. With the many advantages that digital marketing has brought to B2B ...
January 8, 2016
My first job out of college was in the sales and marketing group of a small high-tech company in Connecticut that sold shop floor automation ...
December 14, 2015
... and stop trying to outrun the bear The classic joke goes something like this:
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