Marketing tips for your business

B2B marketing insights for business leaders focused on growing their businesses.

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Find Your Red Thread

Finding Your “Red Thread”

Great stories have a thread that ties it all together. Back in the early days of sailing, rope was a lifeline. It hoisted sails, secured cargo, and held everything together—much like the work we do for our clients today. But rope was also valuable, and thieves loved to steal it. ...
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Graphic displays a target surrounded by avatars of people, emphasizing the need to get employer branding messaging to the right people in the right audience.

The Future is Now: Five Emerging Employer Branding Trends for 2025 and Beyond

If you read my bio on the Revel website, you’ll learn I’m no stranger to the job hunt. It took me several years and a couple of industry switches to find my place at Revel. (And now, I’m not shy about touting how much I enjoy my work and appreciate ...
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The Science of Storytelling

Remember VH1’s Storytellers? For 20 years, we heard legends like Billy Joel, Stevie Nicks, and Tom Petty share the stories behind their music. Even artists like Dave Matthews Band, The Smashing Pumpkins, and Snoop Dogg got into the act. My personal favorite? Green Day’s 2005 performance of American Idiot—pop-punk perfection! ...
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Specs Don’t Sell

Stop selling features and start selling benefits.  In my 25+ years helping B2B companies market their innovative products and revolutionary technologies, I’ve learned a valuable truth—specs don’t sell. The most successful companies understand this. They know focusing solely on features and technical details won’t win customers. Instead, they prioritize building ...
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Humanizing B2B

Stop selling features and start telling human-centric stories. The meteor is coming… There is a giant piece of molten rock heading your way. It’s big, it’s scary, and it’s going to have a catastrophic effect on your profession. But what can you do to stop it? That’s how the cofounders ...
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Make Your Bed

Get your day off on the right foot with this simple chore.  My dad believed in doing things right. That work ethic was instilled in him growing up on a farm in Ravenna, Michigan, in the 1950s and serving in the Army during the Vietnam War, where he was stationed ...
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