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Segmentation is key to understanding and speaking with your customers. In my last blog, ...
You’ve got two customers? They’re the big one and the little one. As soon as you have more than one...
2 min read.
Setting Fact-Based Metrics When No Facts Exist
At The Mezzanine Group, we focus on the science of marketing. We’ve talked about the “art” of...
Marketers can sometimes get too focused on the day-to-day of marketing execution. With so many...
2 min read.
7 Tips to Avoid Bad Presentations
More often than not, developing a B2B presentation is overwhelming. It's challenging to fit...
In this 30 second video, Richard Grefé, Executive Director of AIGA, the professional association...
1 min read.
Is the Customer Always Right?
Like most of us, I grew up believing that the customer/client is always right. I even worked to...
Many small & mid-sized B2B companies have a limited number of employees, so customers calling in...
2 min read.
4 Critical Elements of Building a Brand
This is part four of four in a series on brand development for business-to-business (B2B)...
1 min read.
When Companies Buy Creative Not Strategy
I’ve been fascinated with a reality show called The Pitch on AMC. I can't help myself. Probably...