The following is a compilation of ideas, explorations and miscellaneous musings we’ve experienced over the years and decided to document. Some are timely. Others timeless. We refer to the collection of articles as the “back of the napkin” as that’s where many of them got their start. Give them a look and give us feedback.
Home » ArticlesAugust 7, 2019
Contextual relevance may not be a ubiquitous marketing term (yet), but it plays a significant role in how well your brand is able to connect with your buyer. The key word here is “connect.” Being relevant to someone in the context of what is important to them… Read more on LinkedIn
June 5, 2019
We opened the doors in 2001 with two clients, a global business software company with multiple product lines and a top 15 U.S. bank. While each industry is considerably different, focusing on purchasing behavior and employing the consumer’s perspective, allowed us to work successfully with each and prepared us to work with many others… Read more on LinkedIn
May 9, 2019
The Adaptive Agency’s approach to marketing is to focus on buyer preferences and respond accordingly. Adaptive Agencies utilizes client feedback and evolving consumer behavior research to adapt their approach to quickly respond to consumer preferences (think Coca Cola’s introduction of Dasani water in response to the nationwide trend to… Read more on LinkedIn
May 2, 2019
Over the past 20 years, marketing has been an exhilarating, wild ride. Email marketing became a cost-effective alternative to direct mail, and customer data became the lifeblood of organizations. The introduction of the smart phone and social media gives consumers access to real-time information about products, reputation, price, and discounts… Read more on LinkedIn
April 8, 2019
Many organizations and marketing professionals use the terms Demand Gen and Lead Gen interchangeably. While there are some similarities between the two, the differences can be significant when it comes to measuring results and managing… Read more on LinkedIn
September 25, 2018
Communicating with and relating to business buyers on their terms is one of the most effective ways to build trust — a key aspect at the beginning of a relationship. Making the move from product-focused to buyer-centric marketing allows for a deeper… Read more on LinkedIn
September 11, 2018
Many organizations and marketing professionals use the terms “buyer profile” and “buyer persona” interchangeably. While each assist with having a greater understanding of your audience, they tell a very different story. This quick comparison will… Read more on LinkedIn
May 9, 2018
Sales Enablement is not a new concept. It’s been around for some time. However, it is experiencing somewhat of a renaissance as businesses are eagerly trying to further align their Marketing and Sales organizations to drive greater success… Read more on LinkedIn
April 24, 2018
It’s been a while, but I’m back with more research findings to share. As a reminder and for context, I spend quite a bit of time researching, reading reports and survey results and otherwise looking for ways to learn more about, and motivate, business buyers and buying groups. In the process, I accumulate a tremendous amount of… Read more on LinkedIn
April 3, 2018
Buyers want to get to know solutions providers on a more intimate level before making a purchase. Lead Nurturing enables that level of exposure and engagement. That’s why it’s a critical piece of the acquisition marketing puzzle… Read more on LinkedIn
March 21, 2018
Demand Gen and Lead Gen are often (and mistakenly) used interchangeably. While there are similarities, the differences can be significant. The main goal is to know why you selected a Demand Gen strategy and then be disciplined to its execution… Read more on LinkedIn
February 27, 2018
The B2B acquisition game is changing at a pretty rapid pace. And even more so for B2B technology marketers – technology changes, buyer perceptions change, the buying process becomes more complex and buying groups more dynamic… Read more on LinkedIn
September 25, 2017
In an effort to try to satisfy an incredible appetite for information and knowledge, I spend quite a bit of time researching, reading reports and survey results and otherwise looking for ways to learn more about, and motivate, business buyers and buying groups… Read more on LinkedIn
August 6, 2017
In an effort to try to satisfy an incredible appetite for information and knowledge, I spend quite a bit of time researching, reading reports and survey results and otherwise looking for ways to learn more about, and motivate, business buyers and buying groups… Read more on LinkedIn
July 26, 2017
Many organizations and marketing professionals use Lead Gen and Demand Gen interchangeably. But their differences, while small, are significant when it comes to measuring results and managing expectations. For example, Demand Gen is more… Read more on LinkedIn