Forbes

Generative AI is reinventing the working word. It’s no different for us in PR.  But we can’t forget what the “R” in PR stands for—and the fact that no matter how sophisticated an AI algorithm might be, grinding out the biggest PR wins often boils down to the art of relationship building. When it comes […]

B2B buyer behavior is changing, and as buyers move, so must marketing and sales strategies.  The conventional wisdom of ABM no longer supports the content customization needs necessary to keep the interest of key accounts. With larger buying committees, the necessity to monitor multiple buying signals, and gated assets no longer receiving nearly as much […]

Short form videos on platforms like Tik Tok are exploding with views. Market leaders are using this format to increase brand awareness and engagement, and it’s time to follow suit.  Static images are no longer cutting it, and B2B marketers have noticed. Misconceptions about short form video platforms exclusively catering to young users is hindering […]

The pandemic has permanently altered the way marketers are able to drive growth, that’s no secret. However, understanding the online behavioral activities of buyers is a good place to start. Enter: intent data. A new way to look at buyer behavior that doesn’t rely on the futility of reverse IP lookups in the age of […]

Without a doubt, there is no shortage of software or technology solutions in the present day. But with such an influx of service providers, it can be difficult for tech marketers to stand out. Extensible software’s relationship to the diversity of products available is inextricably linked to the necessity for interoperability.   Being able to adapt […]

In a time where buyers are more overwhelmed by information than ever before, it can be difficult to make your messaging memorable. Attempts to get around the mind-numbing sensation of information overload are becoming increasingly provocative. But what actually works? Breaking through the oversaturation is possible with the right content formula. Our Principal, Lora Kratchounova […]

A good PR team knows to take a disciplined approach at researching market opportunities before even considering sending out a pitch. Systems thinking involves a structured, pattern based approach to planning PR moves. If your team doesn’t have a strategic game plan with every PR action, it’s time to start making them.  Considering the system […]

Intent driven funnel management is still a relatively new player in the game of marketing. Marketers are used to feeling like they are blindly wasting advertising funds without understanding which ads bring in revenue. Companies that use intent data to their advantage are sowing success by understanding how customers move within the dark funnel.  The […]

Inbound marketing has been tried and true for many years, but with today’s analytics capabilities, it can no longer keep up alone. The faster route to pipeline is here, and time doesn’t wait for inbound marketing to catch up. The new methodology of account based funnel marketing (ABFM) accelerates the sales cycle through collaboration between […]