by Scott Hornstein | Marketing Strategy
In B2B marketing, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start with a story. By Scott Hornstein. These observations and recommendations are based on over 40 years of marketing consulting over many business... 
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 | Marketing Strategy
Companies in the United States spend enormous sums on employee training – over $340 billion globally per year – fueling a highly competitive corporate learning industry. For providers of custom course development (e-learning and instructor-led training), the challenge... 
by Scott Hornstein | Marketing Strategy
It is raining great buckets of technology. It is filling the rivers of innovation and forever changing the landscape of business. In the face of all this innovation, a modern B2B marketing strategy can no longer hide under an umbrella—we need to get wet and get in the... 
by Gordon Johnson | Marketing Strategy
Market Overview: A Crowded Learning Tech Landscape Learning technology is a crowded space, with numerous platforms (LMS, LCMS, LXP) and service providers all vying for the same enterprise buyers. Compounding the challenge, only a small fraction of companies are... 
by Barbara Sanner | Lead Generation, Marketing Strategy
I still remember the moment it clicked. I was on a sales call with a potential customer and was discussing a redesign for their omnichannel ads and social media. On paper, they looked like a perfect customer for us: right industry, good budget, and had some interest....