Ask any C-level executive whether or not his company follows a customer-centric approach/strategy/playbook. Overwhelmingly, the response will be yes. But a deeper dive into the messaging they provide customers throughout the funnel will show you that this isn’t really the case. The disconnect between what is perceived internally as customer-centric and the reality of your…
Continue reading
Marketing the Old Way Prior to the internet and the era of mass connectivity, advertising was a broadcast game: messages were delivered through wide channels and consumed by an audience of passive participants. The advent of digital media quickly changed this landscape. Rather than deploy ads to large, generic groups, digital advertising enabled marketers to…
Continue reading
Earlier this year at Google I/O 2018, Google unveiled their Slack competitor Google Hangouts Chat. Given that we’re a team of tinkerers, and always looking to experiment with the latest in tech, our team set out to build a bot to bring the insights from our cloud-based address book into this new tool. We’d already…
Continue reading
Like many “growth” companies, finding the right office space was a challenge for us. A good office can add significant benefits for an organization and its employees. A bad office can become an obstacle to productivity and culture. In many respects, a company is a reflection of the space it occupies. Yet traditional commercial real…
Continue reading
According to the rule of seven, you need to repeat your message to a prospective buyer seven times before they’ll remember it. Typically, sales reps start by engaging in an email or a phone call. But with a growing number of channels and platforms to engage potential customers, emails and phone calls are only two…
Continue reading
A crisis without a plan is more like a wildfire that feels impossible to control. A marketing and PR crisis plan ensures that you have a hose if the fire comes your way—your crisis team is set, you’ve laid out communication strategies, and you’re ready to execute on the rest, including monitoring for further damage…
Continue reading
Being a marketing intern at a tech startup has been one of the most rewarding and challenging experiences I have ever had. It is important to understand how I got an internship in an industry that I had little understanding of and how I gained the skills and confidence to make it work. Here is…
Continue reading
Many marketers today are rapidly adjusting their strategies to keep up with customer expectations and relying on technology to help facilitate better customer experiences. In 2020, customer experience will overtake price and product as the most critical brand differentiator. To compete, businesses will have to do more than build, market, and sell to audiences. They…
Continue reading
Most businesses in 2018 have an idea of who their target audience is, but how well do they know each customer? The more you know about your customers, the easier it is to create authentic, personal experiences for them. According to Forrester’s research on personalization, “For most organizations, sourcing a single tool won’t immediately bring…
Continue reading
If you’re considering a leap into account-based marketing (ABM), you’ll probably have a few questions. It’s a big investment and your first questions should be: How do I know if ABM is right for my business? ABM is a buzzy marketing strategy in the B2B world, and you may be tempted to jump right in…
Continue reading
