Great marketing doesn’t start with industry jargon or product features. It starts with the customer problem. After years of marketing ATMs, fintech, SaaS, cybersecurity, managed services, and other B2B technologies, I’ve learned that industries change, but buying motivations often look familiar: save time, reduce risk, improve efficiency, grow revenue, and make life easier for the people doing the work.

Great service companies don't sell services. They solve problems. A chance conversation with a credit union CEO reminded me that customers weren't looking for ATM outsourcing – they were looking for more time, fewer frustrations, and a better experience for their members. That simple insight has shaped the way I approach product marketing, customer messaging, and go-to-market strategy: start with the customer's problem, not your product's features.

People don't buy services simply because they exist. They buy solutions to problems that frustrate them every day. A conversation with a credit union CEO reminded me that customers weren't looking for ATM outsourcing—they were looking for reliability, responsiveness, and peace of mind. It's a lesson that applies to every service business and has shaped the way I approach product marketing, customer messaging, and demand generation.

Is one ATM worth a case study? Most marketers would probably say no. I saw it differently. One small community bank, one customer interview, and one overlooked story became a reminder that the best customer stories aren't defined by the size of the customer. They're defined by how many prospects share the same challenge. That's a lesson that has shaped the way I think about customer marketing, demand generation, and creating content that drives results.

I thought I was taking a summer job at the Louisiana State Capitol. Looking back, I realize it became an education that shaped every chapter of my career. From public policy and advocacy to marketing, partnerships, and executive communications, I learned that the best results don't begin with campaigns or presentations. They begin with curiosity, preparation, and understanding people. Those lessons continue to guide me more than 20 years later.

Before anyone reads your email, they decide whether it’s worth opening. That decision starts with the subject line. After writing thousands of marketing emails, I’ve learned that design, copy, and calls to action only matter if the message gets opened first. Strong subject lines communicate value, reflect the audience’s priorities, and give your email a chance to be seen.

It probably comes as no surprise that social media is an important part of everyday life and is increasingly becoming the most common way...

Tips to get you to the top of the Google search bar

When you send an email for your business, you want it to arrive in inboxes, get viewed and, presumably, encourage some sort of action –...