Category marketing

Creating a New Market? Consider Making Your Own Lightning!

In the book Play Bigger, the authors use the language of the “lightning strike.” From a marketing and PR perspective, lightning strikes are part of the process of category design, a strategy that “focuses on creating a new marketing category,…

Does Content Marketing Really Work?

Competitiveness has become fiercer than ever as a direct result of globalization, technology innovation, and digital transformation. One way that companies can differentiate themselves successfully is through the use of effective content marketing which advances the positioning and goals of…

Why Blogging Works – and Some Key Best Practices to Drive Success

Marketing moves pretty fast – new technologies and channels pop up regularly, and marketers and PR pros must keep up with everything new that comes their way. However, one of the “old standbys” of digital communications continues to enjoy a…

CMO Insights: 2021 Pivots and Measures of Success

At Bospar, we are fortunate to work with a number of talented chief marketing officers across a variety of tech companies spanning numerous market sectors. One benefit of this broad exposure to marketing influencers is ready access to meaningful insights…

Waving Goodbye to the Dumpster Fire and Facing Today’s Biggest Marketing Challenges

It goes without saying that 2020 has been a tough year for everyone. And as we look to the end of the year that so many have called a “giant dumpster fire” – and one can even get a commemorative…