by Gail Mercer-MacKay | Account-based marketing, B2B marketing
A step-by-step guide to ABM for line-of-business success Lately, many of our clients have been asking the same question: How can we expand our footprint or wallet-share with existing customers, particularly when moving out of the data center and into lines of business... 
by Caitlin Toonders | B2B marketing, Content strategy, Managed services
Three content programs essential for every B2B marketer The adage “content is king” is still relevant today. Why? People love to consume content. It is an integral part of business-to-business buying behavior. There’s a generational shift that’s happening in B2B... 
by Caitlin Toonders | Digital leadership, LinkedIn, Personal Branding
Digital leadership on LinkedIn: Guidance for tech companies Success on social media takes significant effort, commitment, and a strategic, long-term approach. How to effectively navigate the right digital platforms to influence, connect, and drive business outcomes... 
by Caitlin Toonders | Content strategy, Marketing messaging
Where one-size-fits-all fails and how to customize marketing messaging for industry success One size rarely fits all. Applied to your marketing messaging, that’s especially true. B2B purchasing decisions are complex. Marketers can expect 80% of B2B purchasing... 
by Gail Mercer-MacKay | B2B marketing, Marketing and sales alignment
How marketing can best help sales: Lessons from 20+ years in technology sales Will you hit your sales goals this year? That’s the burning question on many minds, especially as the year progresses and the pressure to close deals intensifies. It’s a question we... 
by Caitlin Toonders | AI in marketing, Content marketing, Creativity
Are creativity and GenAI at odds? More and more marketers are integrating GenAI into their content creation practices with varying levels of success. GenAI has presented entirely new capabilities for marketers – the ability to take data and create something new – for... 
by Gail Mercer-MacKay | Content strategy, Marketing messaging
Why your marketing messaging often falls flat and how to fix it I have had several meetings recently where our clients were eager to share their messaging with us. And while it was great to get some insight into their key focus areas, except for the logo in the upper...
