It’s a mix of the measurable (aka data-driven) and anecdotal (aka belief-driven). It’s an obviously mushy answer, something a CEO or CFO may challenge if they want to quantify the impact. But marketing is a combination of art and science. Let’s focus on what can be measured: • Homepage conversions…

That’s an easy question to answer. It’s people and companies who want, need AND are willing to pay for marketing. These are wise words from Vince Moreau. Listen to the podcast with Vince Moreau.

Brand positioning is never written in stone. It’s not a set-it-and-forget-it activity. Your positioning changes because: • The competitive landscape is always evolving. New and exciting players enter the scene while existing players update their positioning to stay relevant. • Your product changes based on what customers want and how they use…

TL;DR In challenging economic times, B2B and SaaS CEOs must adopt a “focused execution” approach in their marketing strategies, emphasizing lead generation and sales while optimizing budgets. Key strategies include data-driven decision-making, customer-centric content, leveraging technology, and agile methodologies. …

There is something terribly wrong with many podcast outreach agencies. It’s a “throw spaghetti against the wall to see what sticks” approach. A case in point (and I get many of these emails) is someone a pitch from a guest with farming and commercial real estate expertise. Now, I would guess that this guest is knowledgeable, but it’s nowhere close…

What’s the difference between brand strategy and brand positioning? They’re often confused, but they’re different concepts. Brand positioning is how a brand is positioned, including its unique value proposition, messaging, and target audience. It’s the tip of the spear when it comes to branding. Brand strategy is the overall approach…

Marketing is a buffet oozing with options. But it’s also about making hard choices and decisions. You can’t be all things to all people or take a shotgun approach to marketing. Here’s a simple way to establish priorities. Write down all the marketing channels that could be used. Don’t hold…

Gil Allouche launched Metadata.io by accident. To help companies run more successful ad campaigns, he had a consulting business that used an experimentation framework and a process featuring Zapier zaps, workflows and Webhooks. It was a rudimentary way of trial and error at scale, but it worked. In the process…

Is generic messaging lazy marketing or ignorance? Generic messaging is like running with one hand tied behind your back. But too many companies knee-cap themselves with messaging that isn’t inspiring, interesting, intriguing or differentiated. ‍ Pierre Herubel highlighted the dangers of weak messaging as one of the biggest marketing mistakes…