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Winning the Fraud and Cybersecurity Race: A Go-to-Market Blueprint for Competitive Edge
Fraud and cybercrime have become a systemic, trillion-dollar drag on the global economy—but the fight to turn the curve is more than a market opportunity.
Over the past few years, I have worked alongside cybersecurity and fraud-management teams in government, banking, and payments, and nothing is more satisfying than seeing a new solution stop a romance scam or prevent a pensioner from losing their life savings.
Healthcare Marketing: Getting Your Value Propositions Right, Part 2
Thu, Oct 3, 2024 — My last blog featured highlights from a recent conversation with Jairus Marketing CEO Scott Alexander. This conversation spotlighted the long-reaching benefits of compelling value propositions in healthcare marketing. For the second half of this topic, let’s explore how tailoring value propositions to specific audiences is essential for success in healthcare.
Healthcare Marketing: Getting Your Value Propositions Right
Wed, Sep 25, 2024 — As a healthcare marketing specialist, I know how challenging it can be to articulate your value to your target customers. I often see what people think are effective value propositions, but they're just sales-based marketing buzzwords that require a dictionary, an encyclopedia, or a concordance to understand. I recently spoke with Scott Alexander, CEO of Jairus Marketing, an innovative healthcare marketing firm that tactically helps healthcare companies build brand awareness, market demand, and sales opportunities.
Cybersecurity In The Age Of AI
Tue, Mar 19, 2024 — There is considerable media attention on how Artificial Intelligence (AI) has accelerated in usage and is now permeating all aspects of our lives. Cybersecurity is no exception.
New Year’s Resolutions for Businesses: Fine-tuning your appetite for growth
Tue, Jan 16, 2024 — Final in a 3-part series Oh, that resolution to exercise more and eat a healthier diet. It sounds so right—but incredibly daunting. Can I keep it up? When it comes to our own fitness, plenty of folks help us with tools, plans, and the mindset to climb that mountain. But we need to select the right ones, at the right price—or an intended investment in our future could instead be a wasted expense we can’t afford. And it couldn’t hurt to have an accountability partner who keeps us honest.
New Year’s Resolutions for Businesses: What self-work do you need to do?
Thu, Jan 11, 2024 — Second in a 3-part series Reflecting on Business Self-Improvement It’s a common question people are asking themselves in January: What’s the self-work I need to do this year to make myself healthier, happier, more financially secure.... But as a CEO obliged to your board, employees, and stakeholders, are you asking the same questions of your business?
New Year’s Resolutions for Businesses: Charting the Way Forward
Mon, Jan 8, 2024 — First in a 3-part series Reflecting on the Past and Setting the Stage for the Future It’s January. You’ve probably thought about New Year’s resolutions, even if only to decide firmly against them. January also is when my husband and I mark our birthdays. So, while we aren’t the formal resolution types, we are especially prone to take this time to think about the year behind, the year ahead, and where we want to be in the future.
Brand Confusion Won’t Work, Even if it’s Intentional
Fri, Jun 23, 2023 — On June 22, 2023, I read an article in the Wall Street Journal about “the H-bomb,” which I learned refers to mentioning that you are a student at or an alumnus of Harvard University. Harvard College’s dean, in a Crimson (the campus newspaper) article where he was asked to give a word of advice to seniors, decided that the best use of this opportunity was to say “Don’t gratuitously drop the H-bomb.”
Beyond the Elevator Speech: Messaging that Truly Leverages Your Employee Brand Advocates
Wed, Oct 19, 2022 — Who is the most important brand ambassador at your company? Is it you, the CEO, whose job it is to motivate, inspire, and exude confidence in your company, its products, and its services? How about your business development team, whose sole purpose is to funnel new client lifeblood into your veins and arteries? Or is it the marketers, who toil to define and develop your brand and make it ready for prime time?
B2B Brand Positioning: How to Claim Your Company’s Land of Opportunity
Wed, Sep 14, 2022 — For more than 100 years, scientists and philosophers have been asserting that if a tree falls in a forest, and no one is there to hear it, then it does not make a sound. The lesson for marketers is resounding: If your brand is not resonating in its preferred landscape, it is likely that your most desired buyers will never be there to hear what you have to say.