Podcast
The Problem Isn’t the Product—It’s the Path to Market
Male birth control may soon become a reality, with new pills and gels showing promise after decades of scientific hurdles....
Article
The Problem Isn’t the Product—It’s the Path to Market
What male birth control can teach B2B leaders about unlocking stalled markets Male birth control may finally be approaching reality....
Podcast
Growth Starts with Subtraction: Rationalizing Your Portfolio to Win
In this episode, the team explores why growth in B2B doesn’t always come from adding more products, brands, or acquisitions...
Article
Subtraction as a Growth Strategy
Your B2B Portfolio Mixes Strong & Weak Brands Indiscriminately – It’s Costing You In consumer markets, brand building is obvious:...
Podcast
What B2B Technical Leaders Can Learn from Ring’s Super Bowl Misstep
In this episode, Mary and Tom unpack the backlash surrounding Ring’s Super Bowl ad for its new “Search Party” feature...
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Article
What B2B Technical Leaders Can Learn From Ring’s Super Bowl Ad Failure
When companies think “slam dunk” and skip discipline, they get blindsided. When Ring (the home security company owned by Amazon)...
Podcast
How AI is Rewriting the B2B Growth Funnel
Search, as most B2B marketers learned it, is no longer the center of gravity. In this episode, the team explores...
Article
How AI Is Rewriting the B2B Buying Funnel — and Why Most Companies Aren’t Built for It
When recommendations happen before buyers ever visit your website, “being found” stops driving growth. B2B buyers are already using AI...
Podcast
Why Generational Labels Fail — and What Segmentation Gets Right
In this episode, Mary, Tom, and Sean are joined by special guest Ginny Ertl, a change management and leadership development expert,...
Article
Why Generational Labels Fail and What That Teaches Marketers About Segmentation
Every few months, a headline makes the rounds asking some version of the same question: For marketers, this pattern should...