Tag: Marketing Strategy
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Your Messaging Isn’t Set-and-Forget: The Evolution Engine That Keeps You Relevant
Imagine this: Six months after launching your “project management for makers” positioning, you got a wake-up call. Your biggest competitor has just raised $50M and was all over TechCrunch talking about “empowering creative teams to ship faster.” Sound familiar? Then you notice your conversion rates dropping. Sales cycles getting longer. Reps mentioning new objections you’ve…
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One Message, Ten Formats: The Chameleon Marketing Method
Here’s where most B2B marketers mess up: they think adaptation means dilution. You spend weeks crafting the perfect positioning statement, then panic when it needs to fit in a 140-character LinkedIn ad or a 30-second sales pitch. So you water it down, strip out the personality, and end up with vanilla messaging that says nothing…
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Ditch the Mad Libs Marketing: Build Positioning That Actually Positions
You know those positioning templates that go: “For [target customer] who [have this problem], our [product category] is the only [differentiation] that [key benefit].” Yeah, throw those out. I’ve seen hundreds of companies fill in those blanks, and they all end up sounding identical. “For growing businesses who need better project management, TaskFlow is the…
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Stop Guessing What Your Product Does: The 7 Questions That Turn Product Teams Into Your Secret Weapon
Here’s the thing nobody tells you about product marketing: your biggest competitive advantage isn’t a fancy framework or the latest MarTech tool. It’s the engineer sitting three desks away who actually built what you’re trying to sell. Yet most of us treat our product teams like vending machines. We walk over, ask “What’s new?” get…
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Is Your ‘Ideal Customer’ Actually Killing Your Conversions?
Your personas sound perfect on paper. That’s exactly the problem. The Brutal Reality Check: Pain Point #1: The Conference Room Creation Syndrome Your personas were born in a conference room, not from customer conversations. You know this happened if: Pain Point #2: The Job Title Trap You’re targeting titles, not people with actual influence. Warning…
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Why Your ‘Perfect’ Buyer Personas Are Sabotaging Your Pipeline
Most B2B marketers are targeting people who don’t exist. The Mistake: Creating buyer personas based on assumptions, internal brainstorming sessions, or outdated demographic data instead of actual customer research and behavioral insights. Why It Happens: The Real Cost: The Fix – 3 Steps: Stop guessing who your buyers are. Start with these three customer interviews…
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Stop Competing on Price: The Brand Strategy That Commands Premium Pricing
Marketing directors have a brand problem, and it’s not what they think. They’re obsessing over logo redesigns and brand guidelines while their companies lose market share to competitors with inferior products but superior positioning. They’re treating branding like a creative exercise instead of a revenue strategy. Here’s what’s actually happening: while you’re debating color palettes…
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Your Email Automation Is Bleeding Money (And Your CEO Doesn’t Know It Yet)
Every marketing director I know has the same dirty secret: their email automation is broken, and they’re too embarrassed to admit it. You built those sequences months ago with the best intentions. Welcome series, abandoned cart flows, post-purchase upsells. But here’s what’s actually happening: your automation is sending generic messages to the wrong people at…
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Why 73% of Marketing Directors Can’t Explain Their ROI (And the Scrappy Framework That Fixes It)
The $2.4M Question That Stumped a Marketing Director Picture this: You’re in the quarterly board meeting. The CFO leans forward and asks the question every marketing director dreads: “Can you show me exactly which marketing activities drove our $2.4M in revenue this quarter?” You pull up your dashboard—beautiful charts, colorful graphs, impressive-looking metrics. But as…
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The AI Workflows That Will Generate More Leads While You Sleep
Most marketers use AI like a better Google search. Meanwhile, the smart ones have built AI workflows that handle everything from lead generation to customer onboarding—automatically. Here’s how to build marketing automation that actually works. The Complete AI Automation Architecture: Workflow #1: Content Creation → Distribution Pipeline The Challenge: Creating consistent, high-quality content across multiple…
Marissa Homere 