Companies that invest in multi-threaded customer relationships grow faster, but multi-threading occurs at several levels. Multi-threading leads to consistently higher renewal rates, stronger profitability, and more defensible revenue streams. It’s not just a nice-to-have —

It’s easy to fall in love with the aesthetics of a brand — bold colors, clever messaging, and a shiny new website.  But for Lauryn Warnick, Founder & CEO at Villain Branding, the real work

With the buyer journey now 70% digital, B2B companies need to offer self-directed discovery to speed decision-making.  Modern B2B buyers prefer to explore solutions on their own terms. They want content that speaks directly to

Customer stories are your most important kind of content, but many marketing teams struggle to produce enough high-quality customer stories. As Jamie Gier, CMO at Dexcare, explains, “If you want to consistently capture your customer

All account-based expansion starts with a commitment to multi-threading. While this may seem obvious, implementing it effectively can be challenging. “Too often account managers get overly focused on a single buyer,” says John Hope, CRO

Brand marketing often gets a bad rap. It’s seen as the “soft stuff”—important, sure, but hard to measure. Meanwhile, revenue teams are laser-focused on pipeline, conversions, and deals closed. But here’s the truth: If your

In an AI-first world, the role of the sales professional is simple: value-add conversations. Buyers have unmitigated access to information, insights, and industry trends. That means sales professionals have never been more scrutinized.  You’re either

Understanding the Buying Committee’s Complexity In today’s B2B landscape, purchasing decisions are rarely made by a single individual. Instead, they involve a buying committee—a group of stakeholders with diverse roles, priorities, and pain points. For

“Stories sell” is a common refrain. A good story builds trust by creating a subtle but powerful shift from your product to a better future for your buyer. As Jamie Gier, CMO at DexCare, puts