For many technology entrepreneurs, PR is a mystery. Many believe that PR equals instant media coverage. Put a PR agency on retainer, and boom, the reporters are swarming. Sadly, it doesn’t work this way. Far from it. As an ex-journalist, I’m confused why entrepreneurs don’t get PR. They’re smart people…

Weak positioning undermines your entire operations. Good positioning powers and underpins your corporate DNA. It’s integral to how you operate. Positioning allows: - Marketing to focus on the right customers and truly understand their needs, problems, goals and buying behaviour. It aligns marketing with what customers want, feel, and do. Marketing can…

I rarely use Twitter these days. It’s toxic and noisy, and I don’t see much value in it. I’ve lost my loving feeling towards Twitter, which used to be an amazing place to engage, build relationships, and exchange ideas. It was the place that LinkedIn is today. But the question…

At its core, positioning tells the world what you do, who you serve, the value and benefits your product delivers, and how it’s unique, different or better. Without strong positioning, your marketing and sales won’t resonate with prospects, and you’ll struggle to stand out within a competitive landscape. So, how…

I’m puzzled by long-from B2B content. It scores high in terms of SEO. But I rarely read long articles. Heck, I rarely read lengthy LinkedIn posts. Here are some questions: • Does long-form content thrive from an SEO perspective because it has more SEO juice? • What’s the start-to-finish conversion rate? How many people actually read an entire article? • Why should companies publish long-form content as part of a content marketing mix? • What happens if a B2B company doesn’t create long-form content? What if all of its content is short and snappy?

Why do many Websites suffer from boring and generic messaging? It’s uninspiring, confusing, and doesn’t motivate. The biggest culprit? Fear. Companies (and marketers) are afraid to stand out, even within competitive markets. They don’t want prospects to see them as different. Instead, they want to blend in. It’s why many…

Pre-COVID, many B2B SaaS companies took a FOMO approach to conferences. They attended and sponsored to avoid being outflanked by rivals. The last thing they wanted to see was to miss out on a prospect. It was even though most conferences didn’t generate an ROI. If companies did the math…

It’s time for the lowly newsletter to shine amid tough economic times. They can be valuable retention tools if done right. A customer newsletter can engage, enlighten, and motivate. It conveys that a company cares about its customers and their success. It’s a regular touchpoint saying, “We’re thinking about you…

To better understand your customers, you need to discover how they did their jobs before they started using your product. The before-and-after approach provides insight into their struggles and how their lives are better now. Some of the keys questions to ask are: How were you doing your job previously…