A company’s most often overlooked marketing resource are its employees. As marketers, we often think of influencers and advocates to be members of the press, analysts, bloggers, social media hype machines, celebrities and advocates to be board members, long-term customers, or analysts. But if you haven’t tapped into upleveling your employees to extend your reach and repeat your message, you may be missing out. In this post, I provide some tips on how to better activate and empower your team.

Marketing plays a key role in getting the word out about a company, building its brand, and creating air cover for the sales team amongst a plethora of other things. However, it’s often treated as an extension of sales with similar goals and short-term results. This can be detrimental to the company and create behaviors that don’t favor the long game.

“We are customer-first.” It’s a mantra that many companies use, but how do you actually deliver on this promise? Let’s dig into this topic to make sure you’re checking all the boxes.

Messaging is a critical part of getting the attention of your target audience, so do it right. In this blog, we discuss the top 6 mistakes I see people make when creating them and how you can avoid making them yourself. Hint: Talk to your customers!

Product-led Growth. Or PLG as you’ve probably heard it referenced. It’s a term that’s been picking up more and more steam in recent years, especially in the wake of the tremendous success of Zoom and Slack, which are PLG products. However, many companies are hesitant to adopt this strategy with their own products. Let’s dive into why that is and then debunk the biggest myth of all: PLG is not for our business.

Marketing has many facets and successful companies must employ experts who know what levers to pull, when to pull them, and how much they should be pulled (or not). Hiring a part-time CMO or interim head of marketing can be a young company’s easier path to both short-term success and long-term growth.

Personalization of messages, websites, content, and offers has become a key differentiator for businesses today. Customers want to feel special, to know with confidence that a product or service is absolutely the right fit for them and not made for a generalized public. They need to see themselves using it and benefiting from it.