Industry Insights

Marketers were making the shift to use more digital strategies throughout various campaigns even before the pandemic, but one strategy that was needing a refresh, but less flexible than others, is trade shows. Traditional field marketing stood little to no chance against the pandemic with distancing restrictions in place. Luckily,...

Building relationships and delivering personalized services have often been easier when done in person. There is a certain level of personalization sales teams can offer buyers, when they share their challenges, a variety of solutions can be offered right away that are specific to their needs. That one-on-one opportunity doesn’t...

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...