So many of the business owners and execs we talk to are struggling with how to increase customer acquisition. Usually, it’s why they’re talking to us; they’re trying to figure out how to build or add to their marketing and sales efforts. What’s essential? What’s fluff? What’s the best way to go about all of this in a digital world, and what’s the right budget for each?  Let’s assume, for argument’s sake, that you’re one of those people. You’re laser-focused on growing your business and sorting out the right budget allocation for marketing and sales. Resources are limited (aren’t they alwa ..read more

Real thought leaders write books. That’s the conventional wisdom, at least. If you want to be recognized as a true thought leader, you must have a published book to your name. This accepted logic is why so many thought leaders add “write a book” to their Asana lists. Ever since mankind got the whole civilization thing going, books have been the most authoritative platform through which to communicate ideas and burnish reputations. Authorship cements expertise, boosts credibility, expands networks, generates leads, advances careers, and builds legacies. With centuries of proof to support these ..read more

Note: Thought leadership takes all kinds of forms. Sometimes, big ideas are expressed before thousands of fancy professionals in grand ballrooms. Other times, they’re shared with a gaggle of moms in a living room. My own, to be exact. I started The Mom Salon when I moved to Nashville in 2014, a new mom in search of parenting tips. The format is that of a classic salon: I open up my home for discussions led by different thought leaders, with topics that include parenting, relationships, wellness, safety, and life hacks that just get moms through the day. I used to ..read more

You’re an expert in your field. Some might even call you a thought leader. But if you’re not getting your thoughts on the page, you can’t lead. The trouble is: you can’t seem to sit down and write. And when you do try, you stare at a blank page, paralyzed about what to say. Been there, done that, my friends; you’ve got a case of good ol’ writer’s block. Even professional wordsmiths like yours truly grapple with this little demon. Once in awhile. Um, ok, fine: quite a bit. Fear not. You can tame that wild creative brain of yours that’s bucking like a stallion. Here are a few musings on this to ..read more

The overheated marketing buzzword of the past few years is “storytelling.” The way some experts describe it, the only thing standing in the way of your business and a goldrush of customers is the ability to tell your story. All you have to do is hone your company’s narrative, and poof! Your deal pipeline will burst with leads. There’s an understandable appeal to this notion. From the time of cavemen, we’ve used stories to make sense of our world. Human civilization is rooted in stories, and the emotional comfort of storytelling is hardwired into our DNA. Storytelling evokes: Bedtime nursery ..read more

Are you a leader at an innovative company? Do you have disruptive ideas about your industry? Do you share these thoughts regularly with your employees, colleagues, board members, and the occasional speaking panel and social media post? Congratulations! You’re an executive. But you’re not a thought leader. That’s because thought leaders don’t operate in the shadows. They’re not just expounding their philosophies in PowerPoints or board calls. They don’t settle for atta-boys around their company’s conference tables, or likes on LinkedIn. Thought leaders must – by definition – publicly, consiste ..read more

“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.” – HubSpot For many (if not most) businesses today, traditional marketing simply doesn’t work. It’s expensive, impersonal, arbitrary, and usually ineffective, with an ROI that decreases every year. Chances are, when you think about marketing, you’re envisioning outbound marketing. Tradition ..read more

The overheated marketing buzzword of the past few years is “storytelling.” The way some experts describe it, the only thing standing in the way of your business and a goldrush of customers is the ability to tell your story. All you have to do is hone your company’s narrative, and poof! Your deal pipeline will burst with leads. There’s an understandable appeal to this notion. From the time of cavemen, we’ve used stories to make sense of our world. Human civilization is rooted in stories, and the emotional comfort of storytelling is hardwired into our DNA. Storytelling evokes: Bedtime nursery ..read more

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” — Content Marketing Institute It’s a buzzy trend that’s oft mentioned, oft misunderstood. Content marketing. The majority of B2B marketers (91%) and B2C marketers (86%) use it in their marketing strategies, with 78% of CMOs considering it to be the future of marketing. It costs 62% less than outbound marketing and generates three times as many leads. It yiel ..read more

Do people trust your company during this crisis? It depends on how you’re showing up. Are you mouthing platitudes only to continue business as usual…or are you stepping into this moment to find new ways to be of service? Lead with empathy. Begin by helping. Focus on the needs of your audience, not your own. Don’t just talk; do. All of this was the smartest way to approach marketing before The Virus hit. Now it’s the only approach that will work. Starting from a place of helping invites trust, and trust is the cornerstone of effective connection. Communication right now should not be conceptual ..read more