Marketing Articles
2026.01.06
You Are Generating More Data Than You Are Using
Most organizations already have more data than they know what to do with. The problem isn’t collection, it’s that the data sits in dashboards or silos where it never changes a decision. With a bit of structure and intentional feedback loops, that same data can start compounding into real, ongoing value.
2025.12.18
What is Account-Based Marketing (ABM)?
B2B decisions are collective, not transactional. ABM starts from the reality that buying happens across teams and time. Its strength lies in focus, aligning marketing, sales, and strategy around the accounts where confidence matters most.
2025.12.11
You Can’t Just Refund Big B2B Purchases.
In B2B, mistakes are remembered long after contracts are signed. B2B decisions are risky, political, and career-defining for buyers. Effective B2B marketing helps reduce risk by making value recognizable and defensible to every stakeholder.
2025.11.28
Most Companies Are Remarketing to the Wrong People
Most remarketing doesn’t fail because it’s aggressive. It fails because it’s indiscriminate. When everyone who doesn’t convert is treated the same, spend gets wasted and relevance disappears. The opportunity isn’t more remarketing, but better signals, tighter alignment with sales, and messaging that supports real decision-making.
2025.11.20
Don’t Over Index on Advertising.
Paid advertising works best when reinforced by owned, partner, and earned channels. Building the groundswell and trust these channels provides prevents you from burning your whole budget and limiting growth.
2025.11.06
What is blended Customer Acquisition Cost (bCAC)?
Customers aren’t acquired by channels. They’re acquired by systems. Measuring CAC in silos distorts reality and hides interaction effects. bCAC reframes acquisition as a blended, compounding outcome across paid, owned, and earned efforts.
2025.10.16
Marketing Goes Beyond Advertising and Sales Enablement.
Advertising is visible; marketing is foundational. Marketing defines, delivers, and makes value visible, not just promotes it. When treated as a system of understanding, marketing informs strategy, not just execution.
2025.10.02
Brand is Not Just Marketing’s Job. It’s Everyone’s Job.
Brand is shaped everywhere, whether marketing is involved or not. Sales, product, service, culture, and leadership all influence brand perception. Marketing’s role is to connect those signals and turn fragmentation into alignment.
2025.09.18
Be a Good Steward of the Marketing Resources You’re Given.
Every marketing decision spends more than money. Confidence, focus, and trust are finite assets. Good stewardship means respecting these resource, so their value compounds over time. It means having a clear structure and intention to drive speed and minimize waste.
2025.08.28
Simplicity in Marketing is Not a Lack of Depth.
Simple work is usually the hardest work. Simplicity is earned through deep understanding, not shortcuts. The most effective marketing distills complexity into clarity without losing the truth that makes it valuable.