BUILDING

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 which...

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 have...

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, I’ve...

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 or...

Think about your own behavior on websites that mislead you… why offer SaaS pricing that you’re not willing to give?

One of the more frustrating discussions we have with clients is about SaaS pricing. Not the pricing model itself (though these...

It’s probably a good time to recalibrate and reallocate the marketing spend.

It’s hard to read today’s headlines about venture subsidized businesses being directed to finally focus on profits and not think, “it’s about time.” Unprofitable business...

How to drive retail business transformation through content marketing.

How do you help a business that is almost a century old stay relevant to its long-time customers while at the same time attract a new and younger group of homeowners with...

Bryce Curry of Cole Information shares how HubSpot supports its growth ambitions

We’ve been focusing on case studies at the HubSpot User Group in Stamford, CT, and they’ve proven to be among our most popular format for the HUG. For our December 2019...

How to generate content ideas and align them with your goals.

Ask any three people for the definition of thought leadership and you’ll get three different answers. It depends on where the person comes from — not geographically, but politically. And...