Strategy
What marketeers can learn from ice hockey

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 ...

Strategy
Four features from our founder

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 ...

Strategy
Gaining competitive advantage through upreaching

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 ...

Strategy
Six reasons why marketing to executives fails

May 19, 2017

“Upreaching” to higher level decision makers is important. Don’t make these common mistakes. We call it “upreaching”— reaching higher into ...

Strategy
Adaptability in Marketing

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 ...

Strategy
A Brand New Perspective

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 ...

Strategy
Don’t want your solutions commoditized? Don’t commoditize your customers.

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 ...

Strategy
Merging with the conversation highway

March 16, 2017

Engaging with clients by joining their conversation Typical marketing initiatives are designed to be interruptive in nature. Their goal is ...

Strategy
The Patriots prove perseverance prevails

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 ...

Strategy
On Steve Jobs and fake license plates

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 ...

Strategy
Is it time to refresh your brand?

November 3, 2016

What to do when you’re suffering from brand weariness The "Seven Year Itch"

Strategy
Client, We Have a Problem

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 ...

Strategy
Thinking (and Drinking) Out of the Box

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 ...

Strategy
Do the Smart Thing: Test Your Campaigns

March 4, 2016

Testing marketing campaigns is much easier in the digital world. With the many advantages that digital marketing has brought to B2B ...

Strategy
Marketing Automation Success is Not Automatic

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 ...

Strategy
Know Your True Competition

December 14, 2015

... and stop trying to outrun the bear The classic joke goes something like this: