If you're sending marketing emails, you need permission. But not all permission is created equal — and not all of it is legal anymore.

Following the wrong approach can do more than hurt your deliverability. It can cost you big fines, damage your brand's reputation, and erode trust with your audienc...

Let’s talk about the uncomfortable truth no one wants to say out loud: B2B buyers don’t actually want to talk to you — at least, not at first. Instead, they’re outsourcing their homework to AI-powered research tools. And guess what? AI doesn’t have feelings. It doesn’t care about your pitch deck, yo...

In 1913, Henry Ford revolutionized manufacturing with the assembly line, transforming automobile production from a slow, handcrafted endeavor into a relentless, mechanized force. It was efficient. It was scalable. It was genius.

And somewhere along the way, salespeople thought: What if we did that…...

How a data analytics firm used voice of the customer research to deliver an instant lift in sales.

– by Candyce Edelen

Most firms think that buyer persona or voice of the customer research is just for marketing. But in reality, deep customer understanding across the organization has a huge impac...

“No one ever made a difference by being like everyone else.”
― P.T. Barnum

At a recent DirectionsNA conference, Candyce asked an attendee, “What’s your company’s differentiator?” He replied, “We really care about our customers.” 

Candyce gestured to the room filled with Microsoft partners “But tha...

If you run a business or are in sales, you’ve undoubtedly heard about the value of consistently posting on LinkedIn.

Consistently publishing helpful content on LinkedIn as well as on blogs, videos, social media, and email is essential for attracting your ideal audience and getting them to engage. I...

Hey there, Phil here. 👋🏾

Have you ever published a blog post, only to realize that you need to change the image — but the image doesn't update in your LinkedIn post? This issue often arises because the LinkedIn image cache hasn't been updated. But don't worry, there is an easy fix!

LinkedIn Post I...

Specialization is crucial for a software ISV (Independent Software Vendor) to achieve success in the highly competitive tech market. By focusing on a specific industry or domain, ISVs can create products that meet the unique needs and demands of that market. This not only helps the ISV stand out fro...

A niche strategy can have a dramatic impact on the growth of your ERP/CRM practice.

Every week, I talk with ERP/CRM partners about the need to focus on a niche.

Any small business will benefit from targeting niches, and this is especially true for partners. But most of partners worry that...

Creating targeted content for a specific audience makes a huge difference in marketing results.

Last week, an Acumatica partner asked me why they’re not attracting Acumatica leads. They hired a marketing agency to write weekly blog posts and promote them via social media. But the traffic to t...

ERP VARs – marketing needs to be an ongoing investment. Build your brand, create content and your unique voice to ERP content. Set up your campaigns, and be patient. It takes time to build momentum.

This is the last article in our series about how to leapfrog your competition. My first article...

ERP VARs – if you’re going to grow your business, you have to focus branding your business, not branding the vendor's product.

Our last three articles about leapfrogging the competition talked about developing your go-to-market strategy and your niche. We also discussed the need to stop selling acc...