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…
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…
Advertising exists to change behaviour. That is the complete answer. Everything else, the brand storytelling, the media planning, the creative craft, the channel strategy, is in service of that one commercial purpose. If the advertising you are running is not changing what people think, feel, or do in ways that benefit the business, it is…
A franchise marketing plan has to solve two problems at once: protecting brand consistency across every location while giving individual franchisees enough flexibility to compete in their local market. Most franchise systems fail at one or the other, and the ones that fail at both usually have a plan that looks thorough on paper but…
An architecture marketing plan is a structured document that defines how a firm attracts clients, positions its expertise, and converts interest into instructions. It covers target audiences, channel priorities, budget allocation, and the metrics that tell you whether any of it is working. Most architecture firms do not have one. They have a website, maybe…
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