Steven Imke October 8, 2021 Assuming that you have created your company’s brand story using the story brand framework, it is time to use that framework to refine your homepage so you can grow your business. By definition, a homepage is the page typically encountered first on a website that usually contains links to the … Continue reading How to Use Your Story Brand Framework to Refine Your Homepage
Some common mistakes made when evaluating and choosing solutions and how to avoid them. Tony Byrne on September 28, 2021 Buying marketing technology can be stressful. The impact of your choice will reverberate across your enterprise, and switching costs can become prohibitive. Yet, it can seem hard to know in advance whether you’re picking the right … Continue reading Real Story on MarTech: Avoid these five vendor selection pitfalls
Steven Imke September 24, 2021 Most brands waste a huge amount of money on marketing. The reason is simple. Most businesses hire graphic designers to build their websites and their collateral material. Graphic designers have degrees in design and have lots of coding knowledge. However, most have very limited skills when it comes to crafting … Continue reading How to Develop a Story Brand Framework For Your Small Business
Your personalization strategies will require several adjacent capabilities beyond simple targeting logic. Apoorv Durga on September 10, 2021 at 10:26 am In part one of this three-part series, I explained different options regarding where to seat functional personalization capabilities in your overal marketing technology stack. In this follow-up, I’ll explore different platform components required for building a … Continue reading A holistic personalization technology strategy
Start with an organizing framework to categorize and understand the issues, dynamics, challenges, and opportunities in such a way that you can take action. Sarah Brown on August 26, 2021 Marketers and advertisers are facing choppy waters at the confluence of two powerful currents: a vigorous new era of consumer data privacy, rolling into “data-driven … Continue reading The Real Story on MarTech: Navigating the new world of consumer privacy
Before evaluating a martech solution, be ready with a methodical approach and a set of key questions. Jarrod Gingras on August 5, 2021 When selecting vendors or services firms, martech buyers ask for references often, but check them rarely. Perhaps you believe you already learned enough from your peers, or perhaps you trust your gut … Continue reading Ask the Right Reference Questions
Selecting better technology really means selecting better-fitting technology. Here’s how to do just that. Jarrod Gingras on July 22, 2021 Industry surveys over multiple decades have repeatedly shown that more than half of technology projects fail to meet their objectives — or just fail outright. My discussions with martech customers suggest their success rates are … Continue reading The Real Story on MarTech: 10 steps to making better vendor selection choices
But many smaller vendors are betting their lives on a single offering. Tony Byrne on July 15, 2021 at 11:54 am In 2019 when IBM suddenly let go of nearly all its martech portfolio, I joked that it reversed an ancient adage: while perhaps “no one ever got fired for recommending Big Blue,” it turns … Continue reading Real Story on MarTech: Sometimes the biggest vendors carry the biggest risks
Jason VandeBoom June 9, 2021 How do successful businesses grow? If you’re an ambitious entrepreneur, you’ve probably heard the answer to this one. You’ve been told that the most exciting, successful business ideas are all about rapid scale. They can be expanded quickly to reach more customers using the same core platform. By growing fast, … Continue reading Entrepreneurs: Don’t Be Afraid to Write Your Own Growth Story
Dave Sutton May 11, 2021 IAs we emerge from a pandemic year, marketing as storytelling has been on my mind. I was thinking specifically about the history of the six-second story, a concept that is at the core of our story work here at TopRight. How did we come to six seconds, why it so … Continue reading 6 Seconds: The Origin Story
