Most adtech and martech companies are held back by fear, leading to safe, uninspiring marketing that keeps them invisible in the marketplace. By moving past risk aversion, companies can develop bold messaging and effective evangelism, which are essential for building a strong reputation and driving growth.

Criteo's turnaround highlights the impact of focus on repositioning. Most companies try to be known for multiple things. By distilling their identity down to a commerce media platform, Criteo pulled off the rare trick of reinventing itself.

Why did The Trade Desk's stock soar while LiveRamp's tumbled despite strong earnings? It all comes down to the power of storytelling in shaping market perception and driving investor confidence.

PR is still effective, but adtech companies should also capitalize on direct communications channels to build their reputation and relationships.

Consider Nike’s recent marketing missteps. Despite significant investment in digital tactics, Nike neglected the power of brand building. This serves as a crucial lesson: marketing isn’t just about what’s easily measurable.

While some CEOs excel at marketing, hiring dedicated professionals becomes essential as the company scales. Here are five reasons why.

Marketers should heed Shaan Puri’s advice to "Work on the A+ problem." Instead of getting lost in daily tasks, they need to focus on strategic issues that drive business success, transforming marketing from a mere tactical role to a vital, strategic function.

Strategic marketing means tackling core business problems with clear messaging and smart distribution. It’s about defining your brand, differentiating from competitors, and consistently engaging your audience to drive meaningful results.

To assess whether you should bring on a marketing agency, compare it to the alternatives, not to lofty promises of 10x returns.

To earn a seat at the adult table, marketing needs to solve a CEO-level problem, not just deploy tactics to generate leads.

Marketing can’t reinvent a company alone. But it can amplify the champions who tell a company’s story to the market, shifting perception and facilitating a strategic shift.

Failing to articulate a theory of victory or generate daily visibility are two examples of common adtech marketing mistakes. This post covers five.

Adtech marketing is a tool to build your reputation and relationships, facilitating more deals and accelerating them. It’s as simple as that.

Many companies bring on agencies too early. The Series A or $1M revenue mark are generally good times to hire serious marketing support.

Customers don’t care about your product; they care about how it solves their problems. Shift your focus from features to benefits.

A highly talented and prolific marketer who can cultivate an audience for a product can perform that job 10 times as well as an average marketer.

Building influence and an audience online is a critical component of modern B2B marketing.

Adtech companies often try to speak to everyone and, in so doing, craft boring messages that no one will remember. Here’s how to make an impression.

If your marketing team is invisible, so is your brand. Elevate their presence to foster trust and credibility with your audience.

Crafting compelling adtech press releases means cutting through jargon, telling a clear story, and highlighting the value the news delivers.