Graza. Fishwife. Brightland. These brands represent some of my favorite CPG designs. Marked by bright colors, bold fonts, and creative illustrations, this style of packaging is now moving beyond specialty stores and into big retail aisles.Graza. Fishwife. Brightland. These brands represent some of my favorite CPG designs. Marked by bright colors, bold fonts, and creative…
TikTok is proving to be a major marketing heavyweight as more brands leverage the app to find and delight their audience. If you‘re a brand trying to find your footing on TikTok, you’ve come to the right blogger.TikTok is proving to be a major marketing heavyweight as more brands leverage the app to find and…
Pop quiz! What do Meow Wolf, Blue Man Group, Cirque du Soleil, Disney Imagineering, and Ringling Bros. have in common? They’ve all sought out today’s guest as a consultant.Pop quiz! What do Meow Wolf, Blue Man Group, Cirque du Soleil, Disney Imagineering, and Ringling Bros. have in common? They’ve all sought out today’s guest as…
Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities.Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Despite my…
I’ve been in content marketing for over a decade, and let me say that it’s never been this hard to rank highly in search.I’ve been in content marketing for over a decade, and let me say that it’s never been this hard to rank highly in search. The reason is that there’s a lot of…
Lead generation is essential for growing any business, but I can’t stand those telemarketing calls that interrupt dinner. I cringe every time my phone rings mid-meal, and, let’s face it, those calls never seem to connect with real leads because I’m almost never interested in what they’re selling.Lead generation is essential for growing any business,…
If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off.If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use every…
If, like me, you’ve worked in marketing for a long time, then the four Ps of marketing might seem like a throwback. They are a bit, but I’ve worked in marketing for over a decade now, and some things never change.If, like me, you’ve worked in marketing for a long time, then the four Ps…
As a marketer, I often find myself sitting down at my desk with a calculator to do some basic math. And most of the time, I’m in a kerfuffle with three acronyms: TAM SAM SOM.As a marketer, I often find myself sitting down at my desk with a calculator to do some basic math. And…
At the start of my marketing career, I managed two small email lists — one for my beauty blog and another for a literary magazine — and this experience was my first ample glimpse into growing a business. This email marketing guide stems from those early days, when I quickly discovered why marketers are so…
Each week, Laura, Caroline, and I get to sit and chat with some of today’s most innovative marketing masters. We’ve run down the rabbit hole with folks from Spotify, Liquid Death, Oatly, New Balance, Zapier, Hootsuite, the Brooklyn Nets, and even the makers of Chicago’s most beloved tirefire-flavored liquor.Each week, Laura, Caroline, and I get…
“This whole entire generation is about to turn all of our business models on its head.””This whole entire generation is about to turn all of our business models on its head.” I’m a consumer who falls somewhere between baby millennial and geriatric Gen Zer, and after hearing Hootsuite CEO Irina Novoselsky talk about my generation…
One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right.One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right.…
I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional.I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including…
Being a marketer in today’s landscape is equal parts exciting and terrifying, am I right? But a marketing audit has never been more crucial. The competition is fierce, and with AI on the horizon, it’s difficult to tell what the future will bring in the next five years or so. Being a marketer in today’s…
As a marketing consultant, I work on client accounts and ensure their marketing is working (i.e., making money for the business). To gauge marketing success, I particularly like two benchmarks: the cost per lead benchmark (CPL) and the customer acquisition costs benchmark (CAC).As a marketing consultant, I work on client accounts and ensure their marketing…
If you’ve seen the award-winning HBO show “Succession,” you know how dramatic and challenging it can be to adequately succession plan for the next generation of business leaders. I’ve personally worked at companies that took succession planning seriously, and those that didn’t, and the difference was stark.If you’ve seen the award-winning HBO show “Succession,” you…
The words “marketing budget” are enough to stress out every marketing leader. Every dollar has to earn its place. That’s why, when budgeting season rolls around, I stock up on coffee, fire up my spreadsheets, and brace for tough decisions. The words “marketing budget” are enough to stress out every marketing leader. Every dollar has…
I’ve been in content marketing since early 2015. With almost a decade of experience, I’ve tested dozens of content planning software, spreadsheets, and calendars over the years.I’ve been in content marketing since early 2015. With almost a decade of experience, I’ve tested dozens of content planning software, spreadsheets, and calendars over the years. Collaborations with…
As a marketer, I’ve learned firsthand that developing a marketing budget is a critical component of any marketing strategy. Unfortunately, figuring out exactly how much your team should spend can be no small challenge.As a marketer, I’ve learned firsthand that developing a marketing budget is a critical component of any marketing strategy. Unfortunately, figuring out…
Landing pages are one of the most important elements of lead generation. But they’re only effective if you know what to put on a landing page to begin with.Landing pages are one of the most important elements of lead generation. But they’re only effective if you know what to put on a landing page to…
When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. On paper, it looked like we were doing everything right. But users weren’t converting, and growth stalled.When I worked in-house at a SaaS company, marketing felt like an endless…
Recent video marketing statistics show that visual storytelling wins. Video is an increasingly powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. I personally like the storytelling, relatability, and brevity of video content.Recent video marketing statistics show that visual storytelling wins. Video is an increasingly…
Here’s a hint as to the identity of today’s master in marketing: When I asked what his pie-in-the-sky marketing dream was, he sighed like Ahab hunting the white whale.Here’s a hint as to the identity of today’s master in marketing: When I asked what his pie-in-the-sky marketing dream was, he sighed like Ahab hunting the…
I primarily work with B2B clients, so I’m getting very well-versed in B2B marketing analytics. Every month, I report on the marketing for the prior month, and I turn those marketing analytics into stories and actions. Believe it or not, B2B marketing analytics doesn’t have to be boring.I primarily work with B2B clients, so I’m…