How to Win the Pipeline Battle in 2025 (Hint: No battle should exist)

In the days of yore – meaning prior to 2020 – it was an accepted best practice to do pipeline goal splits between marketing, sales, and channel. It was usually a split with more onus on sales and about 30% on marketing and channel would waver based on if the deal was channel-in or channel-out. […]

Social Media: A Strategic Brand Asset

Social media is not an elective add-on to your corporate marketing strategy. Long gone are the days where you throw a random assortment of posts on to your company’s social media platforms and call it a win. Organic social media is a powerful and strategic tool that plays a crucial role in your organization’s broader […]

Earned Media & Demand Gen Go Together Like Peanut Butter and Chocolate

When I joined W2 Communications late last year, I chose this agency because I’ve been recommending or hiring them for more than 20 years. I’ve said this over and over but I never said why. As a dyed-in-the-wool CXO (from marketing to sales to operations) I knew I could always count on the strategic communications […]

AI SEO or Human SEO? The Answer is ‘Both’

Artificial intelligence (AI) is changing the search engine optimization (SEO) game, that’s just a fact. We’re seeing faster content ideation, smarter keyword tools and technical audits that used to take hours now done in minutes. Automation is helping marketers move faster than ever. Here’s the thing, though, speed alone isn’t the win. It’s about scaling […]

Ingredients to Client-Agency Relationship Success

Recently, my colleague Jennifer Leggio posted a blog that highlighted some of the reasons why your marketing agency may not be living up to your expectations. In this blog, I highlight some of the components that agencies need from our clients in order for everyone to succeed. I’ve had the opportunity to work with some […]

Why Your Marketing Agency is Failing

If you’re a marketing or other business leader with marketing and strategic communications oversight, I’d bet a good sum that three to four reasons related to your agency’s activity drifted through your head when you saw this headline. And those reasons could very well be true, but the primary reason why agencies struggle goes back […]

Advisor Q&A: Former United States Postal Service (USPS) CISO Talks Marketing

We’re thrilled to announce that Greg Crabb, who served as Chief Information Security Officer (CISO) for the U.S. Postal Service (USPS) from 2015 to 2021, has recently partnered with the W2 Communications team as one of our first CISO advisors. Crabb is the first of many industry veterans of his ilk that we will work […]