It’s tough to find solid evidence for an exact number but, when it comes the notion that customer retention is cheaper than acquisition, many experts lean on the ratio of 6:1. While it’s tough to solidly corroborate that number, it is generally agreed on by veteran marketers that it is significantly cheaper to retain a customer than to go out...

CMOs, when joining a team, are often immediately tasked with boosting marketing effectiveness. Unfortunately, only a small percentage actually ask for or are given the time they need to properly evaluate the situation, and plan accordingly. Starting the shake things up quickly without getting your footing is dangerous. It can make it difficult for even the most creative marketer to...

­After 13 years at Adobe, Ann Lewnes has demonstrated a knack for being a renegade marketer, and keeping her marketing fresh and effective. The same can be said for her two decades at Intel immediately prior. That tenure is exceptional but somewhat unusual for the marketing field, where there’s more pressure to rotate staff in order to bring new ideas...

Tech is pervasive in the modern era—virtually every industry vertical has a strong showing of start-up companies touting some form of SaaS to make lives easier. Marketing is no different. Platforms for content management, talent, management, market research, and who knows how many other things, have been popping up. Sure, it’s great as a buyer to have multiple options for...

Marketers have heard that they need a separate persona for every slice of their target audience. But at what point are they diluting their brand or outright wasting money by over-segmenting their marketing? To answer these important questions, we interviewed our CEO, Drew Neisser.  Q: Why do many marketers think more personas is better? Doesn’t one or two personas signal...

Believe it or not, the toxicology quality control industry isn’t always the most interesting or lively one, at least when it comes to branding and marketing. Shocker! Typically, being tangential to crime and medicine— the industry’s marketing efforts can all be a little bland or straightforward. Utak CMO Matt Kopp saw this as an opportunity for simple, effective differentiation. They...

CMOs are often inclined—and encouraged—to prioritize online spend, especially in the tech world. Digital advertisings offers unparalleled analytics, immense control, and is in line with modern cultural shifts. For marketers who have been in the game a bit longer, there’s the added pressure to not appear out-of-touch, hence skewing digital. That said, leave it to the under-35 entrepreneurs at Brex—a...

Let’s take a brief pause from the usual marketing talk to look at the big picture: the world’s oceans are in poor shape. It’s going to be a challenge to overcome, and it’ll take a lot of effort on our part. Fortunately, some organizations, like the World Surf League, are leading the charge and inspiring action. The WSL operates over...