Category: Marketing

When B2B SaaS companies decide to migrate from legacy CRM systems, one of their biggest concerns isn‘t just moving data—it’s ensuring their existing marketing automation workflows continue running without interruption. A single gap in automated nurture sequences or lead scoring can mean lost opportunities and confused prospects, and who wants that? The stakes are high:…

If there’s one thing I’ve learned in years as a marketer, it’s that understanding the key distinctions of content marketing versus inbound marketing can transform how you attract and convert customers. The two strategies are like the Baldwin brothers — closely related but dramatically different, so employing the wrong one could mean the difference between a…

I’m going to be real with you: I’m exhausted. We blinked, and it felt like everything was run by artificial intelligence (AI). I’m being dramatic, of course, but AI is transforming how we work, play, and live faster than any tech I’ve seen in my decade-long marketing career. With so many changes and unknowns, it’s…

Today’s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I’ve ever heard. (And I talk to a lot of marketers, so that’s saying something.) And whether you’re working on brand partnerships, influencer marketing, or creator campaigns, you just might start…

Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common — and for good reason. LinkedIn is no longer optional for executives. It’s where top talent, investors, journalists, and industry peers vet leaders and build trust — often before they’ve ever met you. I’ve seen…

In the 1890s, Russian physiologist Ivan Pavlov noticed how dogs began salivating not just when food was placed in front of them, but when they heard the footsteps of the person bringing the food. He ran experiments where he’d ring a bell right before he fed his dogs. After repeating this several times, the dogs…

When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice…

Account based marketing isn’t just another channel or tactic. It’s a strategic approach that flips the traditional funnel. Instead of casting a wide net, ABM teams select high-propensity accounts. From there, marketers align revenue teams around orchestrated, personalized, and multi-channel programs tailored to buying groups within those accounts.   So, marketing doesn’t “throw leads over…

Using AI to level up your marketing campaigns shouldn’t require a computer science background. With the right tools, non-technical marketers can use automation tools to turn initiatives into impact. In fact, non-technical marketers can learn HubSpot Marketing Automation and become productive in just two weeks. The difference between HubSpot’s onboarding and other similar tools is…

Picture this: Content visibility is up, but traffic to your website is way down. More than half of Google searches today end in no clicks, according to Search Engine Land. And consumers are looking everywhere — from Google’s AI Overviews to Reddit — for instant solutions to fit their needs. Is this your reality? Welcome…