Can’t find a unicorn? Try fractional marketing talent

Need a full-stack marketer but having trouble finding one? Consider job sharing — splitting the role into several part-time jobs with fractional marketing talent or a small agency that specializes in delivering the exact skill sets you need (see our recent article: full-stack marketing unicorns found in small, agile agencies). The secret to success When […]

Marketing Automation ROI

Are you getting marketing automation ROI? So you’re in marketing. In simple terms, you’re a cog in the wheel responsible for driving new revenue. In aspirational terms, you help grow the business in a meaningful and quantifiable way. Either way, your success – or failure – is highly measurable. Everything is measurable these days, but […]

Demonstrating ROI in the sales process

Today, more than even, buyers demand accountability from technology and solution investments using comprehensive return on investment studies. As budgets come under close scrutiny the demand for clearly articulated cost-savings is rising. According to Ben Bradley, managing director of Macon Raine – a B2B marketing agency that offers content marketing clients a free marketing automation […]

The content marketing agency and warm dead chicken

…and make no mistake, no matter what you do, no matter what you sell, your company is more than warm dead chicken. Good companies are often run by smart people – people who dig for the facts, who base decisions on solid intelligence, who were good students passionate about learning. Unfortunately, not everyone fits that profile. If B2B […]

It’s all writing – the importance of great writing

The marketing, the sales work, the strategizing, even the execution — it’s all writing. OK, it may not be all about the “writing,” but rather about the idea and the concept.   But that is still about great content and great writing. Because if you can’t write it down succinctly and impact-fully, then you are […]

Social Media Risk: Weiner problems, #AshleyMadisonhack and your stock price

Social media risk and the impact of executive stupidity on social media It was bound to happen. The self proclaimed “cheating” website,, recently confirmed that as many as 37 million customers had their account information stolen from the site. The stolen data is said to include sexual fantasies and preferences, explicit photos, names,  and […]

Information products – the value-added paper cup and activity-based billing

In his book Business Agility, Michael Hugos says: Opportunities to make money by being responsive have exploded. There are far more ways to use responsiveness to attract customers than there are ways to use efficiency and low prices. This is because there are so many different kinds of customers, and each is looking for slightly […]

Product Differentiation with Win Win Pricing

Using marketing and pricing to create meaningful product differentiation separates you from competitors and allows you to command price premiums. With whole product thinking, one strategy should be the elimination of bad discounts. Product differentiation is possible with win/win pricing. Discounts should never lead to a loss of margin. Instead, discounts should reward customers for activities […]