by Gordon Johnson | Brand Awareness
This article explores why companies with genuinely good products but low brand awareness remain invisible to their ideal buyers, and what to do about it. It covers nine specific reasons companies stay unknown, including insufficient marketing budget, no analyst... 
by Gordon Johnson | Content Marketing, SEO, Website
Summary A pillar page is a single, comprehensive guide on a core topic. It’s the kind of page that ties all your expertise together. It’s the difference between being one voice in the crowd and becoming the go-to authority in your field. Done right, a pillar... 
by Gordon Johnson | Marketing Strategy
The Point We Miss When We Only Chase ICPs An Ideal Customer Profile is like a compass. It tells you where to head. Company size, industry, tech stack, budget – all useful. But here’s the twist: two companies can look identical on paper and still make opposite buying... 
by Gordon Johnson | Referrals
If you’ve been in B2B for more than five minutes, you’ve probably had this happen. A customer loves your product. I mean really loves it. They sing your praises in meetings, they use your name like it’s a magic spell in budget discussions, and when someone complains... 
by Gordon Johnson | AI, Website
Wait—What Do You Mean My Website Won’t Matter? Okay, maybe not completely irrelevant. But let’s be honest: the role of your website in the B2B buyer journey is changing—fast. Not long ago, someone needed a new CRM, ERP, HRIS, or [insert your product here]. They’d...