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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...
Angelo Ponzi
May 24, 20236 min read


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...
Angelo Ponzi
May 1, 20239 min read


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....
Angelo Ponzi
Mar 19, 20239 min read


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...
Angelo Ponzi
Mar 7, 202310 min read


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...
Angelo Ponzi
Feb 17, 202314 min read


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...
Angelo Ponzi
Jan 31, 20239 min read


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...
Angelo Ponzi
Dec 30, 202212 min read


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...
Angelo Ponzi
Dec 19, 202214 min read


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,...
Angelo Ponzi
Nov 23, 20227 min read


What is VRIO and How Can It Help My Business?
VRIO stands for value, rarity, inimitability, and organization
Angelo Ponzi
Sep 28, 20227 min read


Customer-first Strategies: Identify Your Target Persona and Other Tips
Customer-first Strategies: Identify Your Target Persona and Other Tip
Angelo Ponzi
Sep 5, 20227 min read


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...
Angelo Ponzi
Aug 15, 20224 min read


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...
Angelo Ponzi
Jul 29, 20224 min read


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...
Angelo Ponzi
Jul 18, 20223 min read


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...
Angelo Ponzi
Jun 14, 20222 min read


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...
Angelo Ponzi
Jun 6, 20224 min read


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...
Angelo Ponzi
May 3, 20223 min read


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...
Angelo Ponzi
Apr 11, 20224 min read


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...
Angelo Ponzi
Mar 24, 20223 min read


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...
Angelo Ponzi
Feb 28, 20223 min read
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