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Brand Strategy

Should Enterprise Marketing Tech Startups Bypass Ad Agencies?

Should Enterprise Marketing Tech Startups Bypass Ad Agencies?

I’ve talked with a number of marketing-focused tech startups about whether or not they feel ad agencies are a useful path to customers. In these conversations there’s strong consensus among freshly-funded companies that they can go it alone, and strong consensus from companies that have burned through their funding that they need help. I have […]

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Buyer Personas: Silver Bullet for Sales/Marketing Alignment?

Buyer Personas: Silver Bullet for Sales/Marketing Alignment?

70% of CEOs are dissatisfied with how marketing and sales are working together.¬†Speculating about the cause is fun, but trying to fix it is a better use of our time and the focus of this post. The notable differences between what’s expected from a B2B sales and a B2B marketing department are pretty straightforward. Sales […]

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