Your ABM Is Just a Merge Field (And They Can Tell)
You built the account list. You researched the logos. You dropped {{first_name}} and {{company}} into the sequence and turned it on. That…
Alex Benavides
Category
Marketing Articles
Most Companies Don’t Need a Unicorn Hire. They Need Transitional Leadership.
One of the most common mistakes growing companies make is trying to solve organizational problems with a single hire. The logic feels…
Alex Benavides
AI Is Supposed to Make Marketing Teams Faster. But faster at What?
Most companies are asking their marketing teams to use AI to increase output. More content, more campaigns, more experimentation. The expectation is…
Alex Benavides
ABM Benefits Customers More Than It Benefits You (And That’s Good!)
Account-Based Marketing (ABM) is usually framed as a revenue tactic. A way to focus sales and marketing, tighten targeting, and reduce wasted…
Alex Benavides
The Funnel Doesn’t End at the Sale (But Most Reporting Does)
For many organizations, the funnel ends the moment revenue is booked. A lead converts. A deal closes. A transaction clears. And reporting…
Daniel Benavides
Marketers: Who Has the Ball (And Do They Need a Blocker)?
It’s Super Bowl season again, and it always seems to sneak up on me, which, as a marketer, is probably a little…
Alex Benavides
Never Lose Sight of the Human Side of Marketing
Modern marketing is surrounded by systems. Algorithms decide who sees what. Platforms optimize delivery in real time. AI tools generate summaries, copy,…
Alex Benavides
Customer Experience Is a Marketing Growth Channel (Especially If No One Owns It)
Customer experience is talked about constantly, yet rarely treated like a growth lever. It lives in mission statements, brand decks, and quarterly…
Daniel Benavides
Why People Trust Some Brands Instantly
Trust was always formed quickly. It just used to feel slower. The number of interactions we used to have with brands were…
Peyton Watford
Marketing Should Be an Input to Shaping Business Strategy.
In many organizations, strategy is treated as something that happens upstream of marketing. Leadership sets direction. Product defines the roadmap. Finance establishes…
Alex Benavides
Being Everywhere Isn’t the Same as Being Memorable
Most brands aren’t struggling to be seen. They’re struggling to be remembered. Modern marketing makes presence easy to manufacture. More posts. More…
Peyton Watford
Most Businesses Don’t Have Customer Journeys. They Have Complicated Email Blasts.
Most businesses send email. It’s familiar, relatively inexpensive, and easy to activate when something needs attention. Promotions, announcements, newsletters, reminders—email becomes the…
Daniel Benavides