Digital marketing for CPAs works differently from most professional services categories. The buying cycle is longer, trust is the primary purchase driver, and the window when clients are actually in-market is narrow and seasonal. Get the strategy right and a relatively modest budget can generate a consistent pipeline of qualified appointments. Get it wrong and…
CBD digital marketing is harder than almost any other category I’ve worked in, not because the product is difficult to sell, but because the infrastructure most marketers rely on is either unavailable or unreliable. Google restricts it. Meta restricts it. Amazon restricts it. You’re selling a legal product in most markets and still treated like…
Mixed media advertising is the practice of running coordinated campaigns across multiple channels simultaneously, so that each channel reinforces the others rather than operating in isolation. Done well, it compounds reach, builds frequency across different contexts, and creates the kind of cumulative brand presence that single-channel campaigns simply cannot replicate. The case for it is…
Narrative in advertising is the use of story structure to move an audience from indifference to engagement, and from engagement to action. It works not because it manipulates, but because the human brain processes stories differently from information: we simulate them, we feel them, and we remember them far longer than any product claim. Most…
Competitive advertising is when a brand directly or indirectly references a rival to position itself as the better choice. Done well, it sharpens your positioning, steals share of mind, and forces competitors onto the back foot. Done badly, it makes you look desperate and hands your rival free attention. The examples worth studying are not…
Marketing influenced pipeline is the portion of your sales pipeline where marketing had meaningful contact with a prospect before or during the sales cycle. It is not the same as marketing sourced pipeline, and collapsing the two is one of the most common and costly measurement errors I see in B2B organisations. The distinction matters…
Flighting advertising is a media scheduling strategy where advertising runs in defined bursts, separated by periods of reduced spend or complete silence. Rather than maintaining a constant presence, brands concentrate budget into specific windows, then pause, then return. Done well, it lets a brand punch above its weight. Done poorly, it creates gaps that competitors…
Sales enablement assets are the materials, tools, and content that help sales teams move prospects through the buying process with less friction and more confidence. Done well, they shorten sales cycles, improve win rates, and give buyers the information they need to make decisions. Done poorly, they become a content graveyard that sales ignores entirely….
Addressable advertising is the practice of delivering ads to specific, identifiable audiences rather than broadcasting to everyone who happens to be watching, reading, or scrolling. Instead of buying a slot and hoping the right person sees it, you define the audience first and the media second. The targeting can be based on demographics, behaviour, purchase…
Reputation management isn’t a crisis response function. It’s a standing operating procedure that should be running long before anyone picks up the phone to a PR firm in a panic. The brands that weather crises well aren’t lucky. They’ve built systems, rehearsed scenarios, and made decisions in advance so they’re not making them under pressure….
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