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AI is one of the hottest topics, not just in marketing, but in business, government, and personal lives. It’s impacting everything, and at times AI is amazing and at times it’s undeniably controversial. So where does AI fit in with marketing? Is it the answer for everything or is marketing not the place for AI?…
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Everybody wants to be the boss, to be in charge. That’s ambition, but what ambition doesn’t tell you is leading is hard work, and for some people it just doesn’t come naturally. Or maybe all they’ve been shown is bad examples. I frequently say good leadership starts with leading by example, and while that’s 100%…
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The business world has always been plagued with jargon. Marketing seems especially inundated with the buzzword of the week as old concepts get rebranded or terms get invented for the sake of naming everything. Some terms and acronyms make sense and are helpful, but unfortunately many of these buzzwords, which have gotten out of hand…
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The big reveal. The unveiling. Go to Market, and specifically the launch, is probably one of the most exciting aspects of marketing. It’s a thrill. What makes the building anticipation so palpable is partly all the work that goes into the GTM process and partly the fun of watching the reactions at launch. The opposite…
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Used correctly, email subscriber lists are, at the risk of being cliché, worth their weight in gold. This is old news, yet in this highly digital world almost every brand is behind in data acquisition. Emailing isn’t just about making a new sale. Emailing existing customers is one of the best ways to combat attrition…
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We’ve all heard the phrase “content is king.” Bill Gates made the phrase buzzworthy when he authored an essay titled “Content is King” back in 1996. Before Gates penned his piece, the phrase was the mantra of Viacom’s Sumner Redstone. Same phrase. Two different meanings. Redstone was talking about the power of ownership and distribution…
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To drive a large lift in unique visitors, the lever most marketing teams instinctively look to pull is a SEM spend. Paid search certainly buys visibility, but eyeballs don’t matter if the website they land on doesn’t match what they’re looking for. I proved that point dramatically for a B2B services company that achieved a…
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In marketing, audience is everything. I’m a strong proponent of persona-based targeting, but before you pick up the fine brush for the details, you need to take on the broad strokes. That’s where your business model comes in. B2C, B2B, DTC are, at their core, really just a way of identifying your audience. B2C (Business…
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It goes without saying that effective social media marketing is more than just posting cool photos of products. Each post has to serve a purpose. Social media marketing should be purposeful right down to each and every post. Sometimes a post is clearly meant to drive traffic and the top of the conversion funnel. Sometimes,…
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Things go wrong. If you haven’t heard, how we react to adversity is a strong reflection of character. Managers, like everyone, want success. When success isn’t achieved and we think about those previously mentioned things that went wrong, we naturally want to know why. We have questions, and by the time the investigation kicks off,…
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Here’s the five-second leadership demonstration: put your hand up against someone else’s—palm to palm. Push on their hand with yours without saying a word. Give a little, gentle push. What did they do? What did you feel? They pushed back. You felt resistance. As a manager, are you a pusher or a leader? Think about…
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MATT HIGGINS 