Why you should build relationships backward (and how)
Today’s master has things kinda backward. But she shared with me one of the most clever strategies for collaborative content and brand awareness that I’ve ever heard. (And I talk to a lot of marketers, so that’s saying something.) And whether you’re working on brand partnerships, influencer marketing, or creator campaigns, you just might start…
Support tickets everywhere? Here’s how D2C brands with 10,000+ tickets can unify them from email, chat, and social
Every year, customers ask more from support teams. They want quicker replies, seamless handoffs, and answers that feel personal across every channel. That rising bar makes the job harder. Agents burn out chasing context, while customers grow impatient when they have to repeat themselves. The scale of the challenge is only increasing. Gartner predicts 30%…
How marketers can boost their executives’ presence on LinkedIn, from a LinkedIn Top Voice
Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common — and for good reason. LinkedIn is no longer optional for executives. It’s where top talent, investors, journalists, and industry peers vet leaders and build trust — often before they’ve ever met you. I’ve seen…
How to use AI conversation intelligence to improve deal velocity
SaaS sales teams are feeling a slowdown. Deals drag on for weeks, decision committees keep growing, and reps are under pressure to deliver faster results with fewer resources. In a tough landscape, AI tools like conversation intelligence (CI) can be a genuine game-changer. Conversation intelligence uses AI to analyze customer interactions to extract actionable insights.…
Marketing career path report: What 100+ marketers told us about growth and job security
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…
The psychological reason brands use the power of association to sell
In the 1890s, Russian physiologist Ivan Pavlov noticed how dogs began salivating not just when food was placed in front of them, but when they heard the footsteps of the person bringing the food. He ran experiments where he’d ring a bell right before he fed his dogs. After repeating this several times, the dogs…
From manual to AI-powered orchestration: Winning Fortune 500 IT deals with ABM
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…
How to onboard non-technical marketers to automation tools with zero headaches
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…
The channel strategy that’s saving brands from AI search cannibalization
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…
These marketing KPIs will help you predict and scale revenue growth by 10x
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…
