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... 
by Carleigh Zangrando | Content strategy, Email marketing
Why newsletters are so hard (and how to actually make them work) Newsletters have a sneaky way of becoming the thankless task at the bottom of your to-do list. They sound like a good idea—keeping customers informed, driving engagement, building brand loyalty—but... 
by Kate Merza | AI in marketing, B2B marketing
How to map user journeys in your B2B marketing using GenAI tools and prompts Mapping out a clear user journey helps guide potential customers smoothly, from first hearing about your brand all the way to becoming loyal advocates. This creates an experience that builds... 
by Gail Mercer-MacKay | Integrated marketing, Thought Leadership
From awareness to action: The power of an integrated marketing strategy How can you create meaningful and lasting impressions on your target audience? One of the most powerful ways to achieve this is through integrated marketing – a strategy where all marketing... 
by Caitlin Toonders | Digital leadership, LinkedIn, Thought Leadership
How to publish with purpose and confidence on LinkedIn LinkedIn is the leading space for professionals to share insights, build personal brands, support corporate objectives, converse with industry peers, and establish thought leadership within their industries. ...
