Forrester released a pretty hefty report of data-driven predictions for 2020. Naturally, like an impatient kid with a mystery novel looking to the last page to see “who dun it,” I flipped right to the section titled “CMOs Rally Around Customer Value.” Don’t worry, I’m planning on reading the rest, I’m just—as I’m sure you could attest to—much more interested...
We’re giving thanks for a very special, upcoming episode by giving back to a very special charity! Next Friday, 11/29, we’re thrilled to be airing an episode of Renegade Thinkers Unite featuring none other than Nala Cat, the world famous, feline influencer with over 4 million followers (and her very own CAA agent—the only cat to achieve such a thing)!...
Recently, Forrester released a considerable report that covers 2020 predictions in everything from artificial intelligence in business, to personalization in B2C marketing, to cybersecurity, and much, much more. Though extremely substantive, we homed in on the B2B marketing elements (fitting, given that we’re a strategic boutique for B2B marketers). One section in particular struck us as especially interesting. The title,...
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...
In the young world of Silicon Valley start-ups, an oft-adopted mindset is that a good product will attract attention on its own, sans marketing. While that's often how these snowballs start rolling, they'll usually find marketing is required to really achieve a high level of success. This is sort of how Gusto got started—4 years after its launch and initial...
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...