Seth Seiders, (Al Capone’s accountant) wrote a book about the “pivot man.” This is a key function in industrial organizations, bureaucracies and any organization with more than thirty people. It’s someone (often not a ‘man’) with a boss and with employees. In our modern world, this person goes to meetings. That’s their job. The company…

It might be your website, your brochure, the inside of your store… This is a fine thing to do, but it’s not particularly effective. The secret isn’t to optimize the landing page. it’s to optimize the reason people are coming to your site. You can’t convert people who don’t want what you have… you need…

If the answer is over there, then we’re off the hook. If it comes from the future, comes from away, comes from someone else, then our job is to simply wait for it to arrive. But it could be that your organization already has all the resources it needs to change the dynamic in the…

Building a B2B Loop Marketing strategy represents more than adopting new tactics — it’s about architecting a self-reinforcing system that transforms every customer interaction into compound growth, from initial B2B lead generation through long-term customer expansion. The challenge? B2B organizations must: Orchestrate complex buying committees, navigate multi-stakeholder decisions Manage extended sales cycles spanning months Deliver…

We can’t change the past. But the future might be up to us. It might be best to daydream about what might be, not what already happened.

This year? We barely talked about algorithms. Instead, more than 500 marketers gathered and listened raptly as every conversation circled back to AI. Its meteoric impact on our industry cannot be overstated. Here are the four themes that defined Ahrefs… Read more ›

Healthcare businesses vary in scope, from wellness centers to doctors’ offices to hospitals. But they share one important need: They all must safeguard any protected health information (PHI) they possess, especially when doing email marketing. Email marketing tools for healthcare help keep patients informed of promotions, upcoming appointments, and ways to stay healthy. But not…

Each task brings three options. But first, let’s be clear what we mean by “delegate.” If I can hire someone to do a task so well that my customer can’t tell, I can choose to delegate this work. The Uber driver is probably capable of changing the oil in the car, but if the passenger…

Sam Meller is the Head of Social for The Hustle, but we briefly got to borrow her for Masters in Marketing, because she makes everything she touches better. That’s how I got a chance to hear about a tactical content shift that led to a startling 35,000% increase in visibility on LinkedIn. When I heard…

Landlords collect rent, tenants pay it. Landlords own an asset that increases in value over time. Tenants have the freedom to move on. If you’re building a business, it pays to own an asset. Your labor doesn’t scale well, and success can be exhausting. It’s better to be Google than it is to be hoping…