Loyalty has always been incredibly important to me. I’m an empathetic, authentic person, and I invest my whole self in my relationships. In return, I expect the same from friends, partners and colleagues. However, as a small business owner, my definition of what loyalty means has evolved from how people treat me to also include […]

Effective marketing requires reviewing the correct metrics and taking action to boost them. But what is the “right” metric for a company to focus on? Depending on what they’re trying to accomplish with their marketing campaign, their target metrics would differ. While there are only a handful of parameters that can genuinely make a difference […]

No two words bring as much joy to a founder’s heart as “venture capital” (VC). Whether you run a startup company or an established business, VC is the infusion almost every founder covets. A very small percentage of startups, however, will raise the capital they need to take their business ideas to the next level […]

Decades ago, the health care system operated in one dimension: You’d see your family doctor, who’d examine you, make a diagnosis, issue a prescription and possibly give you the name of a specialist for a followup. There was little choice and almost no other information readily available. Today, we live in a multidimensional health care […]

Organizations are increasingly thinking more holistically about how to guide consumers through the buyer’s journey in order to maximize results. A combination of marketers, experience teams, technology teams and others have been gravitating toward optimizing their entire customer experience in order to attract and retain the most valuable customers. While these are positive movements for […]

So, you’ve decided to test micro-influencers for your business to business (B2B) marketing. With influencer marketing on track to grow over 40% in 2019 compared to 2018, it’s a timely decision on your part. But where do you find knowledgeable, socially engaged and highly credible influencers for B2B marketing? And how do you choose one? […]

With decades of experience working with retailers and consumer packaged (CPG) brands, I’m all too familiar with the ever-changing consumer — their unmet needs, emotional connections and behaviors. The onset of direct-to-consumer (DTC) brands, those that typically market directly to a consumer via a digital channel versus a traditional retail channel, are the latest disruptors. […]

Business to business (B2B) sales and marketing success used to be built on a combination of in-person meetings, follow-up calls and sponsored conferences. These tactics still have their place, but the new sales and marketing journey relies heavily on engaging core audiences early and often with digital tools. Ignoring this seismic shift is a serious […]

Running an effective brand strategy is critical to achieving a high return on investment (ROI) in your search engine marketing (SEM) campaigns. Some of the largest brands have developed an effective brand strategy to deliver high-performing campaigns. Here are five reasons why your business should consider developing a brand strategy and five tips on how […]

The greatest resource of your company isn’t your product or service; it’s your people. Happy, motivated and caring employees make up the cornerstone of any business. This is especially true in the business of public relations, where a pivotal part of the job is communicating and representing multiple companies with energy and grace. Outside of […]