by Gail Mercer-MacKay | Digital marketing, Marketing, Marketing and sales alignment
Outcome-based marketing: The shift that delivers real value After two decades in sales, I made the leap into marketing—driven by a passion for storytelling and a belief that tech companies could connect more meaningfully with their audiences. Back then, we were at the... 
by Kate Merza | B2B marketing, Storytelling
How to transform tech jargon into memorable stories your customers love Start telling stories that resonate Great stories don’t just belong in novels and movies. They’re the magic ingredient that can turn tech marketing into something memorable. But let’s face... 
by Kate Merza | B2B marketing, Content strategy
Personalization in marketing: Winning customer trust in a data-driven age Remember the first time you stumbled upon a product recommendation that felt too perfect to be a coincidence? Maybe it was a playlist that nailed your mood, or a hotel deal that showed up right... 
by Caitlin Toonders | Content strategy, Thought Leadership
How to turn your experts into a powerful marketing engine Your organization’s greatest marketing advantage isn’t just what you sell – it’s what your people know. Your subject matter experts (SMEs), technical leaders, and executives have deep industry knowledge that... 
by Caitlin Toonders | Content strategy, Storytelling
How to build a scalable customer storytelling program Real-world success stories are worth their weight in gold for marketers. Buyers trust peer experiences over brand messaging, and a well-told customer story can make the difference between a prospect staying on the... 
by Caitlin Toonders | Content strategy, Thought Leadership
How always-on content builds long-term trust B2B marketing is a long game, where buyers take their time. They research, compare options, and consult stakeholders before making a move. Sales cycles are often long, which means you need to take every opportunity to build... 
by Gail Mercer-MacKay | Hyperscaler Alliance, Integrated marketing, Partner Marketing
Navigating the power-trio partnership: Strategies for hyperscalers, ISVs, and GSI/SIs A few years ago, one of my ISV clients teamed up with a key implementation partner to launch an ambitious initiative called “Path to a Billion.” At the time, the ISV was generating...
