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The Funnel Mutated
Static ICPs tell you who could buy. They do not tell you who is ready. Modern B2B teams need fit, triggers, signals, and plays to separate curiosity from real buying motion.
The Digital Marketing Landscape New Rules
COVID shoved budget and attention online, which gave digital marketing more influence and a lot more work. The result was more channels, more pressure, and a much harsher spotlight on sales alignment, lead quality, and operational discipline.
January 10, 2021
The Tradeshow Circus
Tradeshows are expensive: between the booth, travel, marketing, and sponsorships, showcasing your products at trade show exhibits can put a SERIOUS dent into your marketing budget. Why do I keep going?
December 1, 2020
Operational Efficiencies in Marketing
2021 must be focused on minimizing unnecessary and unproductive expenses and delivering sales qualified leads that convert to opportunities - it’s really that simple. The marketing pendulum must dramatically shift towards an Agile but deliberate approach (scrappy) focused on Net New and away from branding exercises and vanity metrics. This is supported by the fact that many companies truly don’t have a branding budget, nor should they be allowed one until they have their story completed and vetted with a mapped execution strategy.
November 8, 2020
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