Marketers are adaptable by nature. We love to experiment, optimize, discover new best practices and keep refining them. Stagnation is not in our vocabulary. These traits have been put to the test in 2020. We’ve lost access to tactics like in-person events and sales conversations. Many marketers are seeing belt-tightening and budget restrictions, too. But we...

There’s an age-old saying in sales that goes like this: Get to power. It’s based on the idea that unless you’re working directly with someone who has the authority to make or sway the buying decision, your effort is simply too likely to be wasted. The need to get to power may seem obvious to any non-salesperson, but it’s harder than it sounds. Executives by and...

Paging through a travel magazine, you come across an article extolling the virtues of a particular Caribbean island. It’s got beautiful images, and the copy that describes the beaches, the history, the attractions, and the food is both engaging and informative. Maybe that should be your next vacation destination? Looking closer, you see a disclaimer in small...