THINKING
CORE
CORE

“A goal without a plan is just a wish.”

In today’s complex and fast-paced business environment, it can be tempting to “just try something” and see what happens. To move beyond wishful thinking and generate tangible results requires specific goals and a well-crafted marketing action plan.

We are believers in balancing thinking and doing. Understanding that working to explore new ideas helps us execute programs and plans that drive more revenue for our clients. We push ourselves and our clients to think early, often and over again. Here you will find some of our latest thinking. We invite you to tap into the following:

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CORE

Time to up your thought leadership game?

More than a million people describe themselves as a “thought leader” in their LinkedIn profiles. That’s a lot of thinking, and leading! And it got us thinking, too – about why so many people claim that title, and what is a good thought leader anyway?

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Time to up your thought leadership game? Case Study

CORE

The perfect partnership: Marketing and Product

Three ways B2B marketing and communication teams can help product management and product marketing teams bring their new offerings to market.

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The perfect partnership: Marketing and Product Case Study

CORE

It’s time for internal communications departments to shine

Current circumstances confirm what internal communications experts have known all along: among the most credible sources of information during a time of crisis are employers.

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It’s time for internal communications departments to shine Case Study

CORE

High-tech research on a low-tech budget

When you give advice to management on marketing plans, campaigns and messaging, what type of feedback do you receive?

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High-tech research on a low-tech budget Case Study

CORE

Four trends shaping B2B engagement

In many ways, B2B marketing is a lot like ice hockey. Forget about the pads, helmets and skates. Thriving marketers and PR pros agree with the advice of Canadian ice hockey legend Wayne Gretzky, whose father Walter once told him: “Don’t skate to where the puck is – skate to where it’s going to be.”

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Four trends shaping B2B engagement Case Study

CORE

How B2B marketers should eat the data elephant

Everyone loves data, especially chief marketing officers (CMOs). They’re proverbial kids in a candy store – thrilled with so many choices – but perhaps puzzled by which piece to pick up first.

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How B2B marketers should eat the data elephant Case Study

CORE

How to hire a data geek…even if you don’t know much about data

Data is the new black, at least when it comes to marketing. But while there’s general agreement data is a competitive advantage in B2B marketing, its power is still largely untapped.

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How to hire a data geek…even if you don’t know much about data Case Study

CORE

Mobile Labs’ new website drives lead generation growth

When software developers need to ensure their apps and websites perform flawlessly on every kind of mobile device, they turn to Mobile Labs’ best-in-class mobile testing and development solution.

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Mobile Labs’ new website drives lead generation growth Case Study

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Thought leadership campaign spotlights executive

There’s no shortage of small business technology experts doling out advice to aspiring entrepreneurs. NCR Silver, the small business division of point-of-sale giant NCR, recognized that its president, Chris Poelma, had a unique background and expertise that would set him apart from the crowd.

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Thought leadership campaign spotlights executive Case Study

CORE

Riskonnect’s thought leadership campaign forges industry category

Riskonnect helps company leadership understand and manage risk across the enterprise, and has become a trusted resource for many of the Fortune 500. But with numerous competitors and new risks flooding the market, Riskonnect realized it needed to position itself as more than a point solution – to become the face of integrated risk management.

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Riskonnect’s thought leadership campaign forges industry category Case Study

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Building a brand for a machine-smart payments protector

Cybercriminals are constantly developing new tactics, attempting to stay one step ahead of banks’ detection and defenses.

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Building a brand for a machine-smart payments protector Case Study

CORE

Content marketing drives 8x ROI for Snapfulfil

Within the first year, the results were astounding – for every dollar Snapfulfil spent on Arketi’s marketing efforts, it saw an 8x ROI.

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Content marketing drives 8x ROI for Snapfulfil Case Study

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NRC Health forges visibility after rebrand

In today’s healthcare environment, patients increasingly behave like consumers, “shopping around” and picking and choosing between providers and hospitals.

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NRC Health forges visibility after rebrand Case Study

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Marketing reboot takes GT Software from legacy to leading edge

Mainframes may be perceived by many as old technology, but they still power everything from banks to airlines to power plants. But today, these computing workhorses must interact with newer technology, such as web and mobile apps.

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Marketing reboot takes GT Software from legacy to leading edge Case Study

CORE

Cox Business builds awareness, thought leadership in crowded small business arena

Cox Communications is well known for its high speed internet and cable TV services in 18 states nationwide, but this big brand presence at times overshadows its Cox Business division, which provides a variety of services from broadband and phone to physical security systems for 350,000 SMBs in these same markets.

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Cox Business builds awareness, thought leadership in crowded small business arena Case Study

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Marketing Measurements That Matter with Andy Hilton

Measurements That Matter: Communication Andy Hilton of ADP shares how to make sense of the wide range of channels used to market to prospects and to measure the success of a campaign.

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Marketing Measurements That Matter with Andy Hilton Case Study

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Measurements that Matter with Mike Touhill of Novelis

The Best Marketing Communication Measurements and Methods Marketers work at a breakneck pace today. With thousands of communication measurement tools and hundreds of data points to analyze, it can be hard just to find a starting point, let alone uncover any meaningful insights. If only someone could simplify the task!

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Measurements that Matter with Mike Touhill of Novelis Case Study

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Website Measurements that Matter with Daniel Lemin

Marketing Measurements That Matter: Website You’ve poured time, money and very likely blood, sweat and tears into your new website… now, how do you know it’s delivering? Google Analytics is packed with metrics – more than 200 – so how does one decide which ones to focus on?

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Website Measurements that Matter with Daniel Lemin Case Study

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Measurements that Matter with Equifax’s Vice President of Solutions Marketing Laurie Hood

Marketing Measurements That Matter: FinTech Today corporate marketers have access to more data, information and insights than ever before. All this Big Data should help us measure marketing in ways previously not possible. Let’s learn the measurements that matter to Equifax Vice President of Solutions Marketing Laurie Hood.

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Measurements that Matter with Equifax’s Vice President of Solutions Marketing Laurie Hood Case Study

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Social media guru Serena Ehrlich on the best social media metrics to measure

Measurements That Matter: Social Media Let’s get it on social. Stand up a social campaign. What’s going on with our social? These days to say #ItIsAllAboutSocial is no stretch. So, what measurements really matter to communications teams when talking social?

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Social media guru Serena Ehrlich on the best social media metrics to measure Case Study

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Demand Generation Measurements that Matter with SiriusDecisions’ Jen Horton

Measurements That Matter: Demand Generation In a sea of demand generation metrics and measurements, how do you know which are critical to success – and which will just get in the way? We spent some time with Jen Horton, vice president and group director of demand services at SiriusDecisions, to get her unique perspective on sorting out the confusion.

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Demand Generation Measurements that Matter with SiriusDecisions’ Jen Horton Case Study

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Content marketing guru Michael Brenner on how to measure content

Measurements That Matter: Content Marketing Today, more than ever, marketing teams are being held accountable for delivering business results. Continuing our Measurements that Matter series, we recently chatted with Michael Brenner, a best-selling author, keynote speaker and CEO of Marketing Insider Group, to discuss why and how to measure the impact of content marketing.

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Content marketing guru Michael Brenner on how to measure content Case Study

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SEO wizard Rand Fishkin shares the 3 most important SEO metrics

Measurements That Matter: SEO Should you care about keyword rankings or backlinks? What about engagement metrics? How do you know what to measure during your SEO campaigns? We interviewed the one and only Rand Fishkin, founder of Moz and SEO guru, to find out what he thinks are the measurements that matter for search.

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SEO wizard Rand Fishkin shares the 3 most important SEO metrics Case Study

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How do you measure PR? Katie Paine ‘The Measurement Queen’ shows us how

Measurements That Matter: Public Relations To kick off our Measurements that Matter series, we spoke with Katie Delahaye Paine, best known as The Measurement Queen, to discuss what measurements are most important for PR, how to measure them and even some tips and tools to try out.

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How do you measure PR? Katie Paine ‘The Measurement Queen’ shows us how Case Study

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7 Steps to refresh your brand message (and your revenue)

If the last time you updated your corporate messaging, “Gangnam Style” was topping the charts, your customers may be turned off by what’s likely a stale message. Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up then you’re falling behind.

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7 Steps to refresh your brand message (and your revenue) Case Study

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Global acquisitions call for a global rebrand

In 2015, HighJump Software was in the midst of a successful growth-by-acquisition strategy. However, the acquisitions left the global supply chain software provider with multiple brands and websites, and a less than coordinated global market identity.

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Global acquisitions call for a global rebrand Case Study

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Paid search campaign soars above expectations

Quantity vs. quality – when it comes to leads, most Sales teams will say they want both. So what do you do when your paid search campaign is driving low quality leads that don’t convert to customers? That was the challenge UL EHS Sustainability had been grappling with when they engaged Arketi Group.

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Paid search campaign soars above expectations Case Study

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Your essential media relations checklist

Whether you are fresh to the PR scene or a media relations veteran, pitching reporters can be one of the most trying aspects of your job. Why? Reporters are busy. In fact, Cision estimates reporters receive between 80 and 100 pitches per day (and you thought you had inbox overload!). While breaking through the clutter can seem almost impossible, Arketi outlines five ways to help you establish better relationships with reporters and transform your pitches into placements.

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Your essential media relations checklist Case Study

CORE

Five account-based marketing mistakes you’re probably making

Whether account-based marketing a truly innovative concept or just marketing’s latest shiny new toy, one thing is for sure. It won’t deliver results if you don’t do it right.

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Five account-based marketing mistakes you’re probably making Case Study

CORE

4 things worth considering for PR and SEO to get along

With the typical B2B researcher performing 12 online searches before engaging with a brand, search and PR are on a collision course. To ensure that collision results in collaboration rather than recrimination, here are four things worth considering…

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4 things worth considering for PR and SEO to get along Case Study