Beyond the Fluff
Cutting Through the Noise to Deliver Marketing That WorksDiscover actionable strategies, expert insights, and no-nonsense advice to help VARs, ISVs, and B2B leaders turn marketing into a powerful growth engine. From positioning your expertise to building a sustainable pipeline, we’ll show you how to skip the fluff and focus on what really matters—results.
Your Best Client Already Knows How to Fix Your Marketing. Have You Asked?
Most marketing advice starts with what to build: a better website, a stronger campaign, a content calendar, a new positioning statement. What it skips is the step that makes all of those things actually work: talking to the people who already chose you, in a way that…
“I’ve Tried Content. It Doesn’t Work.” You’re Half Right.
It’s one of the most common things I hear from ERP VARs and consultants who’ve been around long enough to be skeptical. “We tried content. Posted for a while. Nothing happened.” And they’re not wrong, exactly. What they tried didn’t work. But what they tried wasn’t…
The 15-Word Test Most VARs Fail
Here’s something I’ve noticed working inside the ERP channel: the firms that struggle most with marketing almost never have a product problem. Their implementations are solid. Their retention is strong. Their clients refer them. And they still can’t seem to win…
You Didn’t Lose on Price. You Lost on Clarity.
Ask any VAR why they lost a deal, and you’ll hear the same answers over and over: the competitor came in cheaper, the prospect wasn’t serious, the budget just wasn’t there. Almost none of that is actually true. “We lost on price” is a comforting story we tell…
The 90-Day Marketing Reset for ERP VARs Who’ve Been Winging It
Look, I get it. You’re busy closing deals, managing implementations, and putting out fires. Marketing? That’s been sitting on the back burner so long it’s probably welded to the stove by now. You may have a website that hasn’t been touched since 2019. Maybe your…
Build a Website That Actually Works for You
Your website had 847 visitors last month. Three of them contacted you. That’s not a traffic problem—that’s a messaging problem. Let’s get straight: Your website isn’t just a digital business card. It’s your 24/7 sales rep, and right now, it’s probably doing a terrible…
Stop Marketing to Everyone: Why Niching Down Is Your Growth Strategy
Last week, a consultant told me they spent $3,000 on LinkedIn ads, resulting in zero qualified leads. When I looked at their messaging, I knew exactly why. If you’re a small team juggling sales, support, delivery, and marketing, here’s the hard truth: you can’t afford…
What Really Makes Marketing Valuable? The Truth Behind the “Fluff”
As someone who’s been in the trenches of B2B marketing, I’ve heard it all: “Marketing is just a cost center,” “It’s all fluff,” and my personal favorite, “Can’t we just rely on referrals?” Spoiler alert: No, you can’t. Marketing isn’t fluff—it’s the fuel…