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 […]

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 […]

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 B2B SaaS Companies, AI Doesn’t Matter

For B2B SaaS companies, AI is not a differentiator. It’s no longer what makes your product better or unique. It’s table stakes for any software company. So, what do many companies slap “AI-powered” on their homepages? Would prospects have less interest if “AI” didn’t appear, even if the product was interesting, inspiring, or exciting? Probably […]

The Power of Strategic Messaging: Billy Broas

In this episode of the Marketing Spark podcast, I talk to Billy Broas, a leading messaging expert, about the crucial role of messaging in marketing.  We discuss why businesses often undervalue messaging and how strategic messaging can significantly impact customer engagement and conversion rates. Billy introduces his ‘Five Light Bulbs’ framework, which helps businesses develop […]