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.

Here are three approaches to generate high-quality attention on LinkedIn based on analysis of three successful LinkedIn posts.

An ability to see the big picture and a personal marketing philosophy are two qualifications of a great adtech marketer. Here are three others.

Many business leaders view marketing as a lead gen machine. It may benefit them to hire a lead gen vendor to better understand what they really want out of marketing.

Building an audience starts with understanding your target market, creating valuable content, and engaging consistently across platforms.

Adtech influencers offer untapped potential for authentic engagement and industry credibility—it's time to leverage their influence.

Paul Knegten is a fractional CMO and a strategist for Sharp Pen clients. He was previously CMO at Outbrain and Beeswax as well as VP of marketing at MediaMath and Dapper.

In adtech marketing, the biggest challenge isn't other companies—it's overcoming inertia and inspiring action within your target audience.

Relying on outdated marketing tactics is costly. Modernize your strategy to stay competitive and relevant in today's dynamic market.