Startups and early-stage companies usually exhibit an impressive scrappiness. This ethos is built up from a small group of passionate … More
DATA RICH, BUT INSIGHTS POOR*
You don’t need me to tell you that Data is important to marketing. Any pundit, expert, and business strategist will … More
START WITH ‘WHO’, RATHER THAN ‘WHY’*
We all know the famous marketing concept popularized by Simon Sinek to “start with your ‘why’”. This concept posits that … More
CALLING YOUR CONTENT “THOUGHT LEADERSHIP” DOESN’T MAKE IT SO*
Marketers need to stop using the terms “Content Marketing” and “Thought Leadership” interchangeably. What’s the difference? Here are 4 key elements that differentiate them.
YOUR MARKETING PLAN IS A CHAPTER IN A LONGER STORY
Most companies start their annual marketing planning as if they’re starting from scratch. But your marketing plan should feel more like it’s a chapter in a longer story.
SELLING = EMPATHY
Selling is about empathy. To do it well, you need to care enough about your customers to know them and understand them.
YOUR CUSTOMER’S JOURNEY DOESN’T END AT CONVERSION
Understanding customer’s needs and how they shop your category is critical for every part of your business. However, if all you do is focus on conversion, you’ll end up with a leaky bucket.
Stop making content YOU care about*
3 steps to make your content plan more engaging to your consumer I check out and consume a lot of … More
WHO ARE YOU FOR?
So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off … More
MARKETING IS A SYSTEM*
I’ve written before in this space about how, for so many organizations, marketing has become an overwhelming series of tactics, … More