Are brand awareness and demand generation rivals, or the ultimate power couple?

For B2B marketers, building lasting connections and driving real results has never been more exciting or complex. I’ve attended recent industry events, including Swaay.Health LIVE, MarTech Spring 2025 and the Midwest Digital Marketing Conference, and one big challenge kept coming up: how do we balance brand awareness with demand generation? It’s a tricky balance. Many […]

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What your dashboards reveal about channel performance — and what they miss

Marketing / marketingpro

Jessica’s weekly performance report lands in her inbox right on time. On the surface, it looks good: Paid search is humming, social is efficient and remarketing? Still on top for ROAS. The agency’s reports show clear wins, clean dashboards and recommendations seem obvious. But Jessica, senior marketing manager at a national retail brand, hesitates. She

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What Every CMO Needs To Know

Marketing / marketingpro

In boardrooms and Slack threads alike, “demand generation” and “lead generation” are often used interchangeably, sometimes even by marketers themselves. But for CMOs making six- and seven-figure budget decisions, lumping the two together is a costly mistake. On the surface, both strategies aim to generate revenue. But the approach, intent, and impact of each are

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How to create content buyers come back for

Marketing / marketingpro

Like, comment, share. This used to be the holy trinity of social media engagement, but savable content has emerged as a new contender in recent years.

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How to get AI to write copy in your brand voice — from picking the right platform to training your GPT

Marketing / marketingpro

When generative AI first came out, I was skeptical. While it came up with some good ideas, I saw it more as a novelty than a real copywriting tool. Honestly, I didn’t believe “great” and “on-brand AI copywriting” would ever belong in the same sentence. To be clear, I still see my own brain and

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