Channel sales enablement is the process of giving your indirect sales partners, resellers, distributors, and agents the tools, content, and training they need to sell your product effectively on your behalf. Unlike direct sales enablement, where you control the conversation, channel enablement requires you to equip people who have other priorities, other vendors, and limited…
In-store advertising is any paid or owned media placed within a retail environment to influence purchase decisions at or near the point of sale. That includes everything from shelf-edge displays and floor graphics to digital screens, audio, sampling stations, and sponsored placement. It is one of the oldest forms of commercial communication, and one of…
Mass tort advertising is a highly specialised form of direct response marketing designed to identify and recruit potential plaintiffs for large-scale litigation, typically involving defective drugs, medical devices, or environmental harm. It operates at the intersection of legal services marketing and performance media, where cost-per-lead economics are extreme, competition is fierce, and the margin for…
Point of care advertising places brand messages in clinical settings, at the exact moment patients and healthcare providers are making treatment decisions. It works because the context is irreplaceable: a patient sitting in a waiting room or exam room is not scrolling past your ad. They are present, attentive, and often already thinking about the…
Persuasive ads work by aligning what a brand says with what a buyer already wants to believe, feel, or do. The best examples don’t push harder than their audience can bear. They reduce friction, build trust, and create the conditions under which a decision feels obvious. What separates genuinely persuasive advertising from the rest isn’t…
B2B competitor analysis is the process of systematically researching your competitors’ positioning, messaging, pricing, sales tactics, and market presence to inform your own strategy. Done well, it tells you where the gaps are, where you’re genuinely differentiated, and where you’re flattering yourself. Done badly, it produces a slide deck that gets presented once and never…
Enrollment marketing automation is the use of triggered workflows, behavioural data, and segmented messaging to move prospective students or members through an enrollment funnel without requiring manual follow-up at every stage. Done well, it shortens the time from first inquiry to committed enrollment while filtering out the prospects who were never going to convert anyway….
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…
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