Master brand positioning and storytelling from a strategic and executive perspective. It’s not just about campaigns; it’s about building authentic narratives backed by marketing analytics to truly connect with audiences. Discover a critical view that prioritizes strategic consistency and long-term impact over short-lived tactics.
The funnel was never a snapshot of reality, but a tool to model and organize our actions with potential customers. Simply measuring and automating can lead to mechanical marketing. By contrast, recognizing patterns, accelerated stages, and human unpredictability allows the funnel to be used as a more powerful tool, balancing efficiency with understanding.
In B2B environments, the relationship between marketing and sales isn’t always a harmonious one. Their level of alignment depends on internal balance, corporate culture, and, in many cases, the particular dynamics of the industry itself. In this post, I explore how to strengthen collaboration between both teams, which metrics to share, and how to establish feedback processes that enhance message coherence and commercial effectiveness.
The daily hyperproduction of messages can still generate impact, but it also breeds rejection. Attention has ceased to be a scarce resource and has become a defense mechanism. In this new phase, it’s no longer those who publish the most who win, but those who need to justify themselves the least. True value should not lie in being seen, but in being credible.
The era of noise may continue—or not; as for the era of rigor, has it truly begun, or are we still waiting in vain for someone to turn down the volume?
Short-term marketing delivers quick results, but it can destroy long-term value. Aggressive discounts, inflated metrics, and dependence on digital platforms or publishers create an illusion that erodes both brand and trust. The challenge is resisting the temptation of the short term and building sustainable strategies that generate real long-term value.
Loyalty, recurrence, and captivity aren’t the same—though they’re often confused. Loyalty convinces, recurrence pays the bills, and captivity ties customers down when switching is too costly. The goal? Win trust, turn it into repeat business, and avoid chains. Better to keep customers because they want to stay, not because they can’t leave…
Generative AI is reshaping how we create marketing content. Where does it shine? In high-volume content for the top of the funnel. Where do humans (still) seem to have the edge? In genuine empathy and creativity.
While AI amplifies our creative potential, many creatives are facing a brutal disruption of their careers. Is this truly an amplification of capabilities—or a replacement of people?
Reality… or just wishful thinking?
In this video, I share my journey from marketing to music, highlighting my diverse industry experience and passion for bass guitar. I discuss the evolution of the music industry, the impact of technology like AI and streaming platforms, and the importance of personal branding for musicians. I emphasize adaptability, diversification of income, and the value of live performances.
While many businesses are obsessed with the bottom line, they often overlook the importance of the middle of the funnel. By focusing too heavily on closing deals, companies risk neglecting the crucial steps that lead up to a sale. Without a strong foundation in brand awareness and lead nurturing, it’s like trying to build a house without a solid framework. It’s simply not going to stand.