Why Businesses Turn Stale
Within the expansive landscape of the business world, where aspirations are born and destinies are shaped, lies a hidden force that holds...
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Establishing a Competitive Intelligence Program
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Angelo Ponzi
- May 1
- 9 min
Google is Your #1 Customer: Why It Matters and How to Make It Happen
It’s time we acknowledge that Google's dominance in the online world is unparalleled. All business owners know this already; but not all...
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Angelo Ponzi
- Mar 19
- 9 min
Competitive Intelligence: Keeping an Eye on Your Competitors Part 2
In today's cut-throat business environment, gaining a competitive advantage has become a top priority for companies across industries....
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Angelo Ponzi
- Mar 7
- 10 min
Competitive Intelligence: The Sneaky Business of Spying on Your Competitors Part 1
Corporate espionage in real life? No, we’re not about to hire a secret agent to set up an outfit in the building across from your rival’s...
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Angelo Ponzi
- Feb 17
- 14 min
From Purpose to Identity: Crafting a Brand That Resonates
Are you a business owner looking to make a name for yourself in a crowded market? You already know that offering quality products or...
26 views0 comments
Angelo Ponzi
- Jan 31
- 9 min
Top 7 Powerful B2B Marketing Strategies in 2023
Are you looking for smart B2B marketing strategies that can help take your business to the next level? It's no secret that staying ahead...
21 views0 comments
Angelo Ponzi
- Dec 30, 2022
- 12 min
Ready, Set, Analyze: A 2022 Year-End Checklist for Evaluating Your 2023 Marketing Strategies
It's that time of year again—time to take a step back and evaluate your marketing strategies from the past year. Well actually, a few...
17 views0 comments
Angelo Ponzi
- Dec 19, 2022
- 14 min
B2B SEO 101: How to optimize your website for B2B searches
If you've been asking yourself "what is SEO?" it's time to stop the search. Seriously, enough with the Googling! You've found the answer...
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Angelo Ponzi
- Nov 23, 2022
- 7 min
The Good, the Bad, the Ugly of Digital Marketing
When it comes to digital marketing, businesses often think of the typical activities that come to mind, such as creating a website,...
7 views0 comments
Angelo Ponzi
- Sep 28, 2022
- 7 min
What is VRIO and How Can It Help My Business?
VRIO stands for value, rarity, inimitability, and organization
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Angelo Ponzi
- Sep 5, 2022
- 7 min
Customer-first Strategies: Identify Your Target Persona and Other Tips
Customer-first Strategies: Identify Your Target Persona and Other Tip
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Angelo Ponzi
- Aug 15, 2022
- 4 min
Driving Brand Differentiation
You know the feeling. You're scrolling through your feed and you see yet another ad for some product you're not interested in. Or, even...
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Angelo Ponzi
- Jul 29, 2022
- 4 min
The North Star Metric: What Truly Drives your Business
Is the "North Star Metric" (or NSM) merely another marketing jargon used to rename a concept we’re already familiar with? We speak of key...
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Angelo Ponzi
- Jul 18, 2022
- 3 min
Beyond Generalizations: Embracing Strategic Segmentation
When it comes to your target customers, do you think one-size-fits-all? If so, you may be missing out on endless brand opportunities. The...
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Angelo Ponzi
- Jun 14, 2022
- 2 min
You Have Data... Now What?
As we discuss frequently at CRAFT, marketing should be looked at through a strategic lens, not merely a tactical one. A central piece of...
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Angelo Ponzi
- Jun 6, 2022
- 4 min
Strategic Pivots: When’s The Right Time To Change A Marketing Strategy?
In marketing, the status quo doesn’t always meet the mark. As your business evolves, keeping your marketing strategies fresh and relevant...
13 views0 comments
Angelo Ponzi
- May 3, 2022
- 3 min
In the Sport of Marketing, Are You Playing Offensive or Defensive?
Every marketing strategy is unique, depending on your company’s unique positioning and brand characteristics. However, when it comes to...
6 views0 comments
Angelo Ponzi
- Apr 11, 2022
- 4 min
Identifying Your Brand's Key Performance Indicators
Despite the tactical approach that most businesses take when it comes to marketing, data-driven decision-making must be at the very core...
7 views0 comments
Angelo Ponzi
- Mar 24, 2022
- 3 min
What’s Your Sustainable Competitive Advantage?
In marketing, the concept of “competitive advantage” is thrown around fairly loosely. While there are many tips and tricks up any...
8 views0 comments
Angelo Ponzi
- Feb 28, 2022
- 3 min
Strategic Marketing, Inside & Out
Your plan is in motion, and you’re officially converting leads into committed clients. This means that your marketing plan has officially...
14 views0 comments
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