Demand generation is becoming increasingly complex, particularly for companies in the business-to-business (B2B) and business-to-government (B2G) spaces. Buying committees are evolving and expanding. We’re facing economic uncertainties. Sales cycles are longer. Generative AI is becoming more prevalent in sales. Long story short: Running more campaigns simply won’t work. As marketers and strategic communicators, our challenge […]
Recently, I wrote an opinion piece for PRWeek, centered around the appropriate use of AI within PR and marketing. While I am a huge AI fan in some areas, I’m also more wary in others. As communicators, my team is tasked with translating technical topics into digestible, interesting and compelling stories. We work with the […]
Twelve months can make quite a difference! If you attended last year’s GAIN conference for marketing and communications professionals in the government contracting space, you may have noticed a distinct focus on percolating questions around artificial intelligence (AI) such as: How can marketing professionals leverage AI to do their jobs? To what extent will their […]
Reddit is a powerful online community forum with the ability to shape industry conversations, buying decisions and brand perceptions, and with nearly two in three people in the U.S. using Reddit as a search engine at least once a week, it’s only becoming more influential. Is it time for your B2B company to start adding […]
In the face of budget cuts, agency downsizing and federal reductions in staff, understandably there is a lot of uncertainty in the government technology market. This has trickled down into the government contracting space where many organizations are grappling with how they want to promote and market themselves. There is concern that the wrong type […]
During the RSA Conference I overheard a casual conversation between two pretty senior public relations agency professionals. The topic? Fear of discussing the value of communications with the Chief Marketing Officer (CMO). I giggled at first, being an almost tenured marketing executive, and then considered interrupting to explain that they have a huge opportunity to […]
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 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 […]
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 […]
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 […]
