Category: Branding
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The Three Pillars of Predictable Growth
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If you want to build a modern, resilient business, it is not enough to run paid ads, generate leads, and hope for the best. True predictable growth requires a balanced, strategic investment across three interconnected areas: Brand, Demand, and Expand. Today, most companies invest heavily in demand generation because it…
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Brand Vortex: Marketing for the Non-Linear Generation
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The classic marketing funnel is dead—or at least dying a slow, meme-filled death. And if you’re looking for the culprit, look no further than Gen Z. This digital-native generation doesn’t “convert” in neat stages. They orbit, they observe, they bounce in and out of engagement loops, and they don’t care…
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Communicating Marketing Value to C-Suite: A Playbook for CMOs
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Communicating marketing value to C-suite leaders is often the most dreaded part of a CMO’s job. But it does not have to be. In fact, once you establish the right frameworks for measurement, testing, and strategic planning, it can become one of the most predictable and empowering parts of your…
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Separate Brand vs Demand vs Expand in B2B Marketing Strategy
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Too many B2B teams fall into the same trap: measuring every marketing activity with the same KPIs. Lead volume becomes the universal scoreboard. Every campaign is expected to produce direct pipeline. And the result? Confusion, misalignment, and short-term decision-making that stalls long-term growth. If you’re still lumping all of your…
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How to Use Interactive Demos to Drive More Pipeline
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Interactive product demos are everywhere.And yet—most of them fail. They’re too long. Too detailed. Too complicated. Too focused on product features instead of customer pain.The result? Prospects drop off halfway through, confused or overwhelmed, and never make it to the pipeline stage. In 2025, marketers need to rethink how they…
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What ChatGPT With Ads Means for the Future of AI Search
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A major shift is coming to the world of AI assistants and conversational search: OpenAI is beginning to roll out ads inside ChatGPT. Until now, ChatGPT has primarily been known as an ad-free tool that provides direct, conversational answers.But starting in 2025, users will increasingly encounter ads as part of…
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Google’s Demand Gen Campaign Updates Are a Big Deal for 2025
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If you have not been paying close attention, Google’s Demand Gen campaign parameters are undergoing some serious updates—and they are setting the stage for a major shift in how advertisers approach paid media on Google’s ecosystem. For marketers used to traditional Google Ads structures, these changes might feel surprising at…
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How to Measure Brand the Right Way
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“How do I measure brand?” It is one of the most common questions marketing leaders, especially VPs and CMOs, ask.It is also one of the most misunderstood topics in marketing. The truth is, before you can even attempt to measure brand effectively, you must first start by asking a better…