Marketing Articles
2026.02.09
ABM Benefits Customers More Than It Benefits You (And That’s Good!)
When Account-Based Marketing works, it creates an intentional loop. You learn more from the customers you’re best designed to serve. That insight builds a better product or service for those customers, which makes the value easier to communicate, which attracts more customers, and so on, and so on. Each turn of the cycle strengthens the next.
2026.02.05
The Funnel Doesn’t End at the Sale (But Most Reporting Does)
If your funnel ends at the sale, so does your learning. Post-sale data can fuel more retention, customer expansion, and organic growth when it’s fed back into marketing. Teams that track beyond conversion acquire better customers without increasing spend.
2026.02.03
Marketers: Who Has the Ball (And Do They Need a Blocker)?
In time for Super Bowl LX, our project management analogy is about handing off the ball. Marketers, but especially external marketing teams, have a responsibility to understand their teammates' functions well enough to make handoffs smoother.
2026.01.29
Never Lose Sight of the Human Side of Marketing
Technology scales whatever understanding already exists. Algorithms accelerate marketing, but empathy gives it direction. The strongest systems scale understanding by listening to both converters and non-converters.
2026.01.22
Customer Experience Is a Marketing Growth Channel (Especially If No One Owns It)
Customer experience isn’t a soft metric. It’s a silent growth channel. When bad experiences create friction, marketing works harder. When good experiences reinforce trust, growth gets easier. The opportunity lies in capturing Customer Signals and letting them guide messaging, sequencing, and investment and measure the outcome.
2026.01.16
Why People Trust Some Brands Instantly
Trust has always been decided quickly. What’s changed is how often brands are judged and how little margin there is for inconsistency. When products and pricing blur together, early signals like clarity, alignment, and restraint decide who feels credible. The fastest way to earn trust isn’t saying more. It’s making sure every touchpoint tells the same story before prospects have a reason to doubt it.
2026.01.15
Marketing Should Be an Input to Shaping Business Strategy.
The market speaks before the boardroom does. Marketing is often closest to customer truth and should inform strategic decisions. When insight flows upstream, organizations solve the right problems earlier.
2026.01.14
Being Everywhere Isn’t the Same as Being Memorable
Being visible is easy. Being memorable is the work. Growth compounds when brands stop focusing on showing up everywhere and instead start reinforce the few messages that actually move people. They then use data and signals to repeat what works, cut what doesn’t, and build meaning that lasts.
2026.01.13
Most Businesses Don’t Have Customer Journeys. They Have Email Blasts.
Does your business have a customer journey or are you just sending emails? The answer lies in how you measure success. Do you focus on the number of emails or do your emails really follow customers along their lifecycle.
2026.01.10
Marketing Experiments Need a Control, Which Needs Control.
Testing without a baseline creates motion, not learning. Experiments only create insight when systems are coordinated and variables understood. Shared baselines, blended metrics, and preserved learning turn testing into strategy.