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4 min read

EOS (Entrepreneurial Operating System) Traction & Marketing Strategy

By Michele Nichols on Mon, Feb 19, 2024

EOS and the Traction model have been making their way through entrepreneurial circles for years. It has staying power for a reason: it’s an operating system that can help empower teams, create clarity, and drive smart action. While it has the potential to create a cult-like following, there is no need to blindly follow this methodology at the expense of other tried-and-true practices that work in your business and culture. Its data-driven approach dovetails nicely with other methodologies you may follow.

Topics: Business Insights Marketing Strategy Change and Innovation
1 min read

Photonics West Prep: A Conversation with SPIE's Jeff Nichols

By Mary Crowley on Thu, Dec 21, 2023

Contrary to belief, Photonics West is not just a six-day show featuring the best in optics and photonics research and technology but a months-long marathon of campaign planning and marketing & sales strategy both pre and post-show. Launch Team President, Michele Nichols, chats with the Director of Sales at SPIE, Jeff Nichols, about trade show planning and how to get the greatest ROI at Photonics West.

Topics: Marketing Strategy Trade Show Strategy
1 min read

AZO Marketing Podcast: Bridging the Marketing Strategy-Execution Gap

By Jordan Gipson on Thu, Dec 14, 2023

“Customer distrust is at an all-time low across sectors. And this isn’t marketing driven, but it is marketing’s problem – it’s a strategic problem.”

Companies have had to find efficiencies everywhere to maintain margins—at the expense of customer experience. These efficiencies have increasingly commoditized marketing—coupled with high turnover and low unemployment, many companies are seeing a strategic gap in go-to-market and project launch. 

Topics: Business Insights Marketing Strategy
5 min read

Marketing Budget Planning for 2024

By Michele Nichols on Fri, Jun 16, 2023

For many, it’s budgeting season as companies work through their strategic plans for the coming year. This means something different in every B2B industrial company we surveyed:

Topics: Business Insights Marketing Strategy Strategic Planning Marketing and Sales Alignment
5 min read

Marketing KPIs for 2023: What to Expect, and How to Measure it

By Michele Nichols on Wed, May 31, 2023

What to expect in 2023? After the last two years, we are prepared for anything! There are ongoing changes to privacy regulation and management that will impact what you can measure, and what you should expect in the year to come.

Topics: Inbound Marketing Lead Generation Marketing Mix Marketing Strategy Social Media Marketing Metrics Email Marketing Strategic Planning Digital Transformation
3 min read

What Does Good Internal Communication Look Like in a Hybrid Environment?

By Mary Crowley on Thu, Jul 21, 2022

There is no new normal. Every company we work with is experimenting with work modes, fully back in office, remote, and hybrid work environments. A recent Accenture survey revealed that 83% of workers say a hybrid model would be optimal for them. Given the competition for top talent, high-growth organizations are enabling productivity anywhere workforce models.

Topics: Marketing Strategy Internal Communication employee engagement
5 min read

Delivering an Exceptional Omnichannel Customer Experience

By Sarah Holland on Wed, Jul 06, 2022

The pandemic forced most organizations to adapt and add additional sales, marketing, and service tactics to meet the needs of a remote world. Coming out of the pandemic, we are operating in a hybrid environment where employees and customers expect “all of the above”all the digital, remote, and in-person options available in highly personalized combinations. The customer drives these combinations, and it is important to remember that omnichannel is customer-centric, not business-centric.

Topics: Inbound Marketing Marketing Strategy Social Media Marketing and Sales Alignment
3 min read

Change is Coming: The Role of Executives in Change Management

By Melissa Newcomb on Mon, Mar 14, 2022

“Change is coming”--it's a bit of a troupe. After the world-changing experience of the COVID pandemic, frequent, rapid change in business has become universal and continual. [Check out our blog on important lessons learned.] Some of the biggest changes are common across all businesses:

Topics: Marketing Strategy Internal Communication Positioning Strategic Planning Transformation Change Management Digital Transformation employee engagement
3 min read

Measuring the Value of Your Brand and Culture in B2B

By Mary Crowley on Mon, Feb 21, 2022

The organizational culture that you establish may be your most valuable asset and the key to your growth. Although culture and brand are both thought of as hard to define, measure, and manage, it’s important to understand the impact of brand equity on profit margin, customer acquisition, and customer retention. Being able to measure the value of your business culture will ultimately drive authenticity within your organization.

Topics: Business Insights Marketing Strategy Internal Communication Marketing Metrics Client Relations Branding and Identity
2 min read

9 Ways to Leverage Culture to Strengthen Your Brand

By Mary Crowley on Wed, Feb 09, 2022

Is your culture a true competitive advantage? In today's market, with little opportunity for face-to-face relationship building, your business culture matters more than ever to ensure a positive customer experience and win the war for talent. Brand development based on a strong culture supports connection, growth, and sustainability within the working environment. Take a look at 9 ways you can leverage culture in your company to help strengthen your brand and promote a positive company.

Topics: Business Insights Marketing Strategy Internal Communication Marketing Metrics Branding and Identity employee engagement
2 min read

2021 Lessons Learned in Navigating Change

By Michele Nichols on Mon, Jan 03, 2022

Here we are, entering another year where the only certainty is uncertainty. Take a deep breath and recognize all the growth you’ve achieved and the stability you’ve provided in spite of rapid change. You’re helping to build a culture of resilience and action in the face of ambiguity. 

Topics: Inbound Marketing Marketing Strategy Change and Innovation Strategic Planning Digital Transformation
3 min read

Clear is Kind: The Role of Dashboards and Reporting in Leading Change

By Michele Nichols on Thu, Jul 01, 2021

Organizations in every industry are undergoing change initiatives, whether market-driven, customer-driven, or operational. To succeed, you’ll need employee engagement and support for well-defined, measurable goals. That’s where dashboards come in.

Topics: Marketing Strategy