Sales stand and fall on leads, but attracting prospects and optimally converting them into buyers is an art that many have yet to grasp.
After talking to marketing leaders for a year, here’s my advice for CEOs
Marketing makes or breaks a company. When I am asked what is the No. 1 thing that I would do to help a company scale massively, it is focusing on marketing. Period.
3 things startup founders need to know about M&A
When startup founders think of mergers and acquisitions (M&A), we tend to think of “Mad Men”-esque processes, involving dramatic office reshuffling and expensive rebranding.
Dear Sophie: Will the H-1B lottery be based on the highest wages?
I’m currently working on OPT for an early-stage biotech startup. I heard that the next lottery will not select H-1B candidates based on the highest salaries paid. What else should I know?
What 7 combined decades in tech taught us about perseverance and reinvention
At a time when the tech workforce has a dire need for more skilled individuals — especially women — now is the time to enlist and empower this motivated group.
Is cryptocurrency an alternative to remittances or an additive factor?
Is cryptocurrency an effective replacement for remittances? No, at least not yet.
2 exercises that will bring your brand persona to life
Like people, every brand shows up in the world in a unique way. Your brand’s persona is what makes it come alive for your prospective customers, not to mention your investors, partners and employees.
Carve out a place for your brand with a positioning statement
To influence the way prospective customers understand your brand, you must present it in a way that helps them decide how to think about your brand. This process is called positioning.
The investment manager of the future
What does an investment management firm look like when it’s redesigned based on first principles and based on the true “jobs to be done” of an investment manager?
Create target customer personas to develop successful growth strategies
To create successful growth strategies, relevant marketing campaigns and products that deliver real value to your customers, you must first understand your customers.