Category: Marketing

When tech companies hire our marketing firm to help 'em get big clients, the conversation very quickly shifts to this: EMPLOYER BRANDING »» attracting and retaining talent. The tech sector is probably one of the fiercest places in the war for talent. The truth is that attracting and keeping (the...

Marketing is being flipped on its head, and most players don't even realize it. All they see is the constant change, but few realize the driving forces, let alone the direction we're heading. This is actually good news, as you will see. Over the past two decades, part of the...

In the red-hot and amazingly cool community of RevGenius, a lively conversation popped up the other day. The question was: who has a "templatized messaging framework". Truth be told, we don't believe in templatized strategies, but obviously, we do have our tools which we're constantly refining. Because strategy and messaging...

We totally. 100% believe what's written in the subtitle: a brand narrative should be a fundamental piece of your messaging strategy and this episode will outline how to create one for your B2B business. A brand narrative impacts at least three areas beyond marketing: customer successsalesvision/mission What?! What's a brand...

Flipping the perspective on thought leadership The goal of thought leadership simply put is: make your company look smart, so as to build authority. While true, it’s the wrong perspective.  We’re fans of framing goals and strategy from the viewpoint of the customer. Our advice: flip this around and approach...