Patience and Persistence: The Keys to Unlocking B2B SaaS Messaging
Crafting persuasive brand positioning and messaging in the B2B SaaS landscape is like solving a complex puzzle. Companies invest a lot of time, creativity, and resources into finding that ideal fit. But despite their best efforts, the pieces sometimes don’t align—or worse, your message echoes what’s already out there. Positioning and messaging isn’t just about […]
My B2B Marketing Wish-List for 2025
As we look toward 2025, it’s clear that marketing must evolve to stay relevant and impactful. Businesses face a rapidly changing landscape where generic approaches no longer cut it. Here’s my marketing wish list (some of it is wishful thinking!) that addresses key areas where companies can do better to engage audiences, differentiate their brands, […]
Embracing AI in Enterprise: Turning Skepticism into Opportunity
As AI continues to reshape industries, B2B CEOs and marketing leaders face both an incredible opportunity and a pressing challenge. While the potential for AI to revolutionize processes, drive efficiencies, and create new revenue streams is evident, a significant barrier remains: the fear that AI may lead to job displacement or disrupt traditional workflows in […]
Differentiation or Disappearance: The Crucial Role of Brand Positioning for AI Startups
If I were an AI startup today, I’d be scrambling to update and refresh my brand positioning—because the AI bubble is looming. Remember the dot-com crash of 1999-2000? Many companies evaporated because there was no real business behind the idea, just hype. The same thing is happening now with AI. We’re seeing a flood of […]
Has Intercom Gone Too Far With AI?
Artificial Intelligence (AI) has taken the business world by storm. For many companies, AI is viewed as an irresistible force—a shiny, mysterious, and seductive technology that promises to revolutionize industries. But with this growing allure comes an important question: how far should companies lean into AI as a core element of their branding and differentiation […]
How Barefoot Wine Mastered Brand Positioning and Customer Research to Capture a Market Gap
Every great entrepreneurial story has a moment when everything just clicks—a realization that you’re on to something bigger than you ever imagined. For Barefoot Wine founders Michael Houlihan and Bonnie Harvey, this came from two key insights: brand positioning and customer research. I recently listened to their interview on the How I Built This podcast, […]
Authentic Marketing Lessons from Teddy Swims
Have you ever stumbled upon something that unexpectedly inspires you? That’s exactly what happened to me with Teddy Swims on TikTok. Until recently, I had never heard of Teddy Swims or listened to his music. But after stumbling upon one of his videos, it’s safe to say I’m hooked. His videos have become a quasi-obsession […]
How to do Marketing Without a Budget
If you had no marketing budget, how would you drive brand awareness and leads? Create a ton of content? Look for speaking opportunities? How about guerrilla marketing at conferences? It’s a conundrum that I encounter with prospects and clients. They’re excited about marketing but have little or no money to actually do it. It’s like […]
The Key Better Marketing: Messaging, Messaging
“Messaging, messaging, messaging.” Question to a CEO: What’s the biggest problem with your marketing? It is an interesting and insightful response given the company is struggling with many marketing and sales challenges. • It attracts too many wrong types of prospects.• Its Website isn’t an highly-efficient conversion machine.• There isn’t enough content to educate and nuture […]
For Homepages, First Impressions Really Matter
Sometimes, you can’t judge a book by its cover. It’s an adage that, sadly, doesn’t apply to B2B homepages. If your homepage doesn’t quickly engage, visitors bounce and likely never come back. It’s like showing up for a first date in a ripped, dirty t-shirt, cargo shorts, white socks and sandals. Homepages create first impressions. […]