BUILDING

Webinar recap: Cutting your external comms budget is tempting for the CFO, but what's the impact longer term?

During the uncertain times of COVID-19, it is natural for B2B companies to want to tighten their marketing and advertising spend to...

A real-life email with some of our best SaaS resources and recommendations.

While we generally don’t work with self-funded startups, many of the resources we rely upon for early stage SaaS are relevant to firms that are just getting going. In...

Thoughts for SaaS marketers on digital events and content development as we push through the pandemic.

While some live event organizers are hoping to hold events again beginning in the fourth quarter, there’s a lot of time and marketing to be...

Stewart Kibby on how his team is responding to unprecedented challenges and opportunities.

Recently, I asked Stewart Kibby, CEO of WorkCast, to be interviewed for this blog as I felt he’d be in a unique position to comment on the impact of the...

With pipelines drying up how can you motivate buying behavior?

Classically trained marketers think different. They zoom out and consider the landscape before attempting to even describe a problem. Like a good doctor, they see the symptoms but dig...

Facilitate Product Evaluation, Put Competition on Defense, Build Brand Loyalty, Expand Market Share 

The last time something like 15 percent of the workforce was unemployed was in 1940. We were still digging out of the Great Depression, during...

It’s a social good to preserve and if possible, grow your business.

None of us have experience trying to run a business during a pandemic. But having been in the workforce through three recessions, and counseling clients through two of them, I...

Revenue isn’t the only measure of ROI (but we do start there)

Careful readers of our blog over the years know that we often pound the table for measurement of results from all content marketing initiatives including thought leadership. In fact,...

SaaS CMOs need to align with CEOs, own the customer, prove ROI

CMO tenure is going down in SaaS firms generally, and some SaaS firms are shedding the CMO and the role entirely. Why is this, and what can the newly-minted CMO do about it?

I know a...

It’s the rare SaaS CMO who builds a brand while driving revenues. Are they the true unicorns?

Speaking with SaaS CMOs can make you wonder if there really are two different titles that should be awarded these folks: Chief Lead Generation Officer...