With the growing role of connectivity in the B2B and B2C setting, being able to engage your target audience is increasingly important in ensuring a good customer experience. According to research, most customers now get online to search for a brand or product even before they decide to contact a...

According to Conway’s Law, which was developed by software programmer Melvin Conway, “Any organization that designs a system will produce a design whose structure is a copy of the organization's communication structure.” In other words, what teams deliver will be a reflection of their organizational structure, given how much org...

The holiday shopping season seems to start earlier every year. But after the 2020 we’ve had, this fall will undoubtedly be a little different. Right? Yes and no. Consumers probably won’t be packing into retail outlets and shopping malls in the coming months, but they’ll continue to shop online as...

During an economic downturn, it’s traditionally the marketing budget that’s first on the chopping block. Some B2B tech companies think that in such a crisis situation, no one will be buying their solutions – this is how they end up jeopardizing their long-term market share. However, the companies that put customer needs...

Leaders have a lot on their plates right now. Pandemic presents a multi-dimensional challenge: Public health, operational, and economic crises, all rolled into one. Wrestling this three-headed beast is the metaphorical equivalent of having to walk, chew gum, and juggle chainsaws at the same time. Adding complexity, each crisis demands...

Working from home has become the new normal. While we all make adjustments, now is the time for organizations to look to virtual reality as a viable medium for productivity and inter-team communications. With the uncertainty of a timeline around the end of COVID-19 and an increase in investments made...

Deck: The “rational actor” of economic theory was always a fiction. When you know why people really buy, you’ll know how to convey the value of your offering. No matter how great your product or service might be, it’s not going to sell itself. Nearly half of startups fail within the first four years, and...

Why do larger companies acquire startups? If you’re a startup founder or even entrepreneur strategizing a venture you can take all the way through from launch to glitzy exit, you’ve got to know why a larger company would buy you. Here are ten of the most common M&A strategies of...

Building a brand is no longer solely relegated to the CMO of a company. The converging importance of brand equity growth, customer engagement, sales performance, and customer experience demands a different level of attention and focus across the full C-suite. Simply put, the customer agenda fuels growth. Companies must drive...

Storytelling is a critical element in building a brand. Corporations regularly push their unique origin stories and tales of perseverance toward the public in an effort to foster consumer connections. However, unless those narratives align with what employees experience, they do little to promote any lasting company loyalty. When employees struggle...

Marketing today is an effort to connect with the consumer in a meaningful, authentic way, and to inspire feelings of trust and loyalty to a brand. Many brands pay close attention to this goal at every step of the purchase funnel, but often leave off at the final step: unboxing....

How much importance do you place on creating a consistent brand design? I bet it’s not enough. With the growing number of channels amplifying your brand’s message, employees struggling to do more with less, and the increased importance of design, it’s more important — and more difficult — than ever...

To better understand the tremendous opportunities surrounding AI we first must look at the changing landscape. We are living in an unprecedented time of societal transformation. Digital is disrupting every industry, all societies and each individual. Content is being consumed through more devices at a faster rate than ever before....

After a business develops its strategy and set its technology firmly in place, the next step is overall execution in the form of demand generation. Demand generation stands as a central function in marketing organizations worldwide, and includes the generation and nurture of quality leads, brand awareness, account based marketing,...

It goes without saying that modern technology has grown to become an integral part of our everyday lives, both personally and professionally. It's something that so many of us take for granted, just like having a microwave and a refrigerator in the kitchen. You just know it's there and you...