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What we think

We're always learning to improve the
success of our work.

Our job doesn’t end with delivering the goods. We’re always staying ahead by thinking and sharing our ideas. Here’s a sampling of our thoughts.

Why marketing seems to be everyone's business.

While marketers usually don’t provide direction to the engineering or finance teams, it doesn’t stop those teams from sharing their opinions about marketing.

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How to derail your marketing team.

Four common factors cause marketing teams to be ineffective or disappoint their leadership. Leaders, take note and steer your teams toward peak efficiency.

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Is your brand becoming obsolete?

It takes constant vigilance to keep a brand fresh and relevant. Companies that defined their brands a few years ago are waking up to realize they have lost relevance.

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Benchmarking to competitors is benchmarking to mediocrity.

Senior executives often fail to see new threats on the horizon that may crush them in just a few years. That’s because they never saw these companies at all.

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How to brand your BtoB startup to compete with the “big boys.”

Creating a fresh bold, head-turning claim, then deploying it across all marketing assets is a silver bullet many young companies could easily deploy but often do not use.

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Battling mediocrity in BtoB marketing.

B2B companies tend to all say the same things. They use a limited vocabulary of terms that end up sounding like what I call “marketing gobbledy-gook”.

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How to rekindle the creative core of your organization.

A team in the same environment each day, with set routines and a consistent set of players will eventually become depleted of the spark that triggers revolutionary ideas.

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8 ways to refresh your brand image.

Use these steps to create a “message framework”, for consistent selling to customers, employee recruitment and communicating with the press and industry insiders.

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How to budget for branding.

As you plan your budget, consider whether your current brand can be effective. If your messages don’t provide aren't clear, you could be wasting marketing funds.

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Six Sigma and marketing.

Six Sigma is grounded in making decisions based on data  to decrease erroneous and ineffective outputs, are marketers already doing Six Sigma? No.

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3 reasons why sales teams underperform.

There are three consistent reasons why sales teams aren’t performing like their executives would like. The good news is that marketing can help address these.

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How to design a marketing plan to recruit top tech talent

Recruiting tech talent is a top priority for companies in which the ability to scale depends on the right team. Today, hiring a recruiter or posting on job sites may not be enough.

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