A virtual event guide typically covers platforms, formats, and run-of-show logistics. This one covers something more commercially useful: how to build virtual events that generate pipeline, not just registrations. The difference between the two is not technology. It is decision-making before the event ever goes live. Most virtual events are expensive webinars with better production…
Offering new products to existing market segments is one of the most commercially efficient growth moves available to a business. You already have the relationship, the trust, and the data. The question is whether you have the discipline to use them properly. Most companies underestimate how much headroom exists within their current customer base. They…
The most effective competitor analysis platforms for AI search and LLM brand visibility right now are a small set of purpose-built tools, including Profound, Otterly.AI, and Brandwatch, combined with structured prompt testing in the LLMs themselves. No single platform gives you a complete picture, but the right combination tells you where your brand appears, where…
The ASAE Marketing Conference 2025 sits at an interesting intersection: association marketers trying to do more with less, and a broader industry conversation about whether events, video, and digital channels are finally being used together with any real commercial logic. For marketers thinking seriously about video as an acquisition channel, the conference surfaces questions worth…
Customer success automation is the practice of using software and workflow logic to deliver onboarding, health monitoring, escalation alerts, and renewal communications without requiring a human to trigger each action manually. Done well, it extends the reach of a lean CS team and creates consistent experiences at scale. Done poorly, it replaces judgment with noise…
B2B market intelligence is the systematic process of gathering, analysing, and acting on information about your market, competitors, customers, and commercial environment. Done well, it removes guesswork from strategic decisions and gives you a factual basis for where to compete, how to position, and when to move. Most B2B organisations collect fragments of this information…
A market entry project is the structured process of assessing, planning, and executing a company’s move into a new market, whether that’s a new geography, a new customer segment, or a new product category. Done well, it gives leadership a clear-eyed view of where the real opportunity sits and what it will actually cost to…
Demand capture is the practice of converting people who are already in the market for what you sell. They are searching, comparing, and ready to buy. Your job is simply to be visible and credible when they arrive. It is a legitimate and necessary part of any commercial marketing operation, but it is not the…
Know, like, trust is a framework for understanding how buyers move from stranger to customer. Before someone spends money with you, they need to know you exist, form a positive impression of you, and believe you will deliver on what you promise. Each stage is a prerequisite for the next, and skipping any of them…
Athletes advertising works when the athlete is chosen for strategic fit, not cultural heat. The brands that consistently get a return from athlete partnerships treat them as a media and positioning decision, not a PR event. The ones that get burned tend to confuse fame with relevance. This article covers how to think about athlete…
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