Category: Marketing

When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice…

Account based marketing isn’t just another channel or tactic. It’s a strategic approach that flips the traditional funnel. Instead of casting a wide net, ABM teams select high-propensity accounts. From there, marketers align revenue teams around orchestrated, personalized, and multi-channel programs tailored to buying groups within those accounts.   So, marketing doesn’t “throw leads over…

Using AI to level up your marketing campaigns shouldn’t require a computer science background. With the right tools, non-technical marketers can use automation tools to turn initiatives into impact. In fact, non-technical marketers can learn HubSpot Marketing Automation and become productive in just two weeks. The difference between HubSpot’s onboarding and other similar tools is…

Picture this: Content visibility is up, but traffic to your website is way down. More than half of Google searches today end in no clicks, according to Search Engine Land. And consumers are looking everywhere — from Google’s AI Overviews to Reddit — for instant solutions to fit their needs. Is this your reality? Welcome…

As a marketer, you‘ve likely encountered the dreaded “prediction problem” while tracking data to predict revenue growth. The prediction problem is the frustrating gap between having data and knowing what’s coming next. Traditional marketing metrics can tell you what happened last month, but they’re like my tarot cards when predicting the future—confusing, vague, and not…

Let’s be honest: Most re-engagement emails are an afterthought. They get treated like the dusty “last chance” bin in the back of the store; sent months too late, generic in tone, and largely ineffective. Which is a shame, because when you do them right, re-engagement campaigns can be some of the hardest-working emails in your…

Marketers are known for wearing many hats — writer, designer, psychologist, maybe the occasional raspberry berry — but one that often gets overlooked is researcher. Market research is critical to knowing your audience, connecting with them, and convincing them to take action. Thankfully, today, there are countless AI market research tools to help make completing…

Whatever terrible thing you’ve pivoted a campaign around — a delayed launch, maybe customer backlash — I bet it didn’t involve a multi-hundred-thousand dollar burglary. This week’s master can put that on her bingo card. But, more importantly, her bingo card also includes working with a list of brands too long to say in one…

As someone who’s spent the past few years building websites and helping businesses fine-tune their digital presence, I’ve seen firsthand how overlooked the homepage can be. Yet, it’s the most visited page on your entire website. The virtual front door that welcomes (or turns away) the majority of your traffic. A lot of businesses struggle…

Creating content for every funnel stage is about more than just cranking out blog posts. It’s easy to fall into a routine — publishing the same kinds of pieces without stopping to ask if they’re what your audience actually needs at that moment. At one SaaS company I worked with, we were proud of our…