How a company decides who to sell to, what to say, and where to show up. Positioning, value propositions, owned channels, and the sequencing that separates a plan from a launch.
8 articles
Most cybersecurity companies lead with fear. “A new ransomware strain is targeting your industry. Is your vendor protecting you?” That messaging is everywhere, and the way most companies use it…
I built a cybersecurity community for a former employer and grew it to roughly 245,000 followers on LinkedIn and more than 150,000 newsletter subscribers. When I moved on, the channel…
In 2024 I wrote that you should build your own marketing database instead of buying lists, and then described five ways to collect contacts. The first half was right. The…
Although marketing is principally the same in many industries, real estate is not one of them. The level of competition and the constantly changing priorities of the target audience make…
In this article, I intend to help CEOs make educated decisions when considering hiring a fractional CMO. I will touch on some key points to help identify specific organizational needs…
Here is a problem I have been working on recently, and it explains why most go to market plans fail before anyone writes a single piece of copy. A buyer…
The most important sentence about your brand is now written by somebody else. A buyer asks a model who the credible options are in your category. What comes back is…
Two links in this article are affiliate links, to SEMrush and Chatsimple. If you sign up through them, I earn a commission at no extra cost to you. I only…