Industry Insights

Changes in the B2B landscape are often influenced by trends that are taking place in the consumer market, but when the pandemic spread across the globe, everyone went into survival mode. There wasn’t one clear leader for the rest to follow. The pandemic caused us all to reconsider our priorities...

It’s Sunday! Mary’s at home, laying on the couch, looking for the fall clothes on Google and Amazon. After much deliberation, she ends up shopping on Zara.com. She then decides to watch some cooking videos on YouTube. While the first video is playing, she looks through the suggestions for the...

Fresh into the job, on my third day, the VP of Sales and I had an introductory call. As the newly appointed marketing communications manager at Sierra Wireless, the “me, myself, and I” team of one was, no lie, intimidated to speak with Jason Cohenour. It went well. He’s a...

Whether you are new to the game or an old sea dog navigating the rough waters of marketing, you probably heard about customer journey mapping and how it can help your company boost its revenue. Yet, you are still not sure why or how to use it. First, let us...

We often hear a client state that they want to appear on the front page of the Wall Street Journal, have a campaign go ‘viral’ or be on a prime-time spot of Good Morning America. These opportunities are any PR professionals’ dream media placement, however, we need to reflect on...

Did you know that there is a dedicated #PRfails hashtag on Twitter? Yes, you heard that right! Mistakes are made for learning; however, it is always best to avoid them when you can with experienced professionals and online resources to guide you. While public relations can spark an adrenaline rush...

Demand for the right tech stack that will help marketers with the many facets of their demand generation and ABM programs are soaring.  Marketers are all looking to scale, automate, and accelerate their marketing initiatives that will move leads further down the pipeline and support them especially if they are...

“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”– David Brier, branding and brand identity expert, designer, speaker, blogger and author of “Brand Intervention”. PR is almost 90% more effective than advertising, but why settle with that when you can get...

Account-Based Marketing (ABM) reigns supreme as a B2B marketing strategy that keeps evolving and changing the marketing world. Given that technological advances have been served to us on a silver platter, let us stop spamming mass cold emails and start focusing on building relationships with our clients with personalized advertising...

There has been an ongoing debate on whether business-to-business (B2B) marketing is an art or science. There is a lingering perception that B2B marketing is boring, and all the creative talent goes to business-to-consumer (B2C) marketing. B2B marketing is expected to be all about data, whereas B2C marketing has all...

Did you know the term ‘blog’ was coined in the year 1999 when Peter Merholz jokingly broke the word weblog into the phrase we blog in the sidebar of his blog Peterme.com? Well, since then the essence of the word has evolved so much that today no brand can imagine...

Do you think that existing customers don’t help to generate more profits than new customers acquired by paid ads? Hold onto that thought and let’s see if your answer changes at the end of this blog.  Paid ads have become the mainstream of attracting new customers since last year and...