Cheap and proud: messaging strategy for being both good and affordable

A while back I was engaged to create a messaging strategy for a SaaS in the education space. Sales were flat and the brand, which had been one of the first to market, had been overtaken by newer competitors. Ownership wanted to update their messaging strategy to win in the current, more mature environment. Internal[…]

Messaging strategy that cuts through the complexity

Marketing is complicated. Because people are complicated. And delivering value to them is complicated. But your message can’t be. Because people have so much complexity going on that their heads will blow up if you add to it. It’s a cause and effect whirlpool you don’t want to get caught in. That’s why you need[…]

It’s team time: Collaboration is the cure for marketing complexity

From a LinkedIn promotion I recently received:   Dear Joe Today’s successful marketers aren’t just good at one thing … We must be able technologists, social media experts, and savvy number crunchers …   Dear LinkedIn, I couldn’t disagree with you more. Trying to be good at all the disciplines required to excel in our[…]

Raising the relevance of your content marketing: a case study

A major computer technology company was growing its presence in the field of online security. They had recently acquired a respected innovator in security and wanted to leverage its thought leadership through a sustained, content-driven digital lead nurturing campaign. Their need: They hired us to develop the messaging strategy for this campaign that would turn[…]