Before diving in, let’s make sure we all are speaking the same language. Performance marketing (demand generation, paid media, outbound, etc.) is all about ensuring that every action taken – whether it’s a click, a purchase, or a form submission – delivers a...
Frustration with marketing performance is growing (80% of CEOs don’t trust or are unimpressed with their CMOs). Too often, CEOs chase flashy resumes instead of searching for a leader with real strategic fit, leaving new CMOs misaligned from the start. There’s a...
It turns out buyers aren’t just afraid of missing out—they’re more afraid of getting it wrong. Of the 40–60% of deals that end in “no decision,” a full 56% are driven by customer indecision (vs, only 44% driven by a preference for the status quo). Take this real-world...
Do Less, Not More, To Gain Buyer Interest Most CEOs think growth comes from adding more—more features, more budget, more marketing. But all this really does is cause buyers to expend more brainpower to sift out what is relevant from all the other noise. Real traction...
An Overview of the Theories We’ll use a simple and apt analogy (given how brutally hot its been this summer) to introduce the concepts. Imagine you are thirsty. Someone hands you a bottle of water. Amazing, right? What if they hand you a second bottle of water? Does...
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