News & Articles

Oct

By Will Gould Best Practices, Marketing No Comments

Why Market Segmentation Matters (and How to Get It Right)

In today’s crowded market, every dollar and every minute counts. For business owners wearing multiple hats, market segmentation isn’t just another marketing tactic; it’s a powerful way to maximize every resource. Think of segmentation as zooming in on the most valuable parts of your market. It’s like slicing a pie to give each group the […]

Oct

By Will Gould Branding, consulting No Comments

What Should Be in Your Brand Messaging Plan? Ditch the Fluff and Focus on What Really Matters

Introduction: Why Most Brand Plans Miss the Mark Here’s the truth about most brand plans: they’re filled with way too much detail. It’s like writing a 100-page manual on how to make a sandwich. Sure, you could document every condiment and sandwich style known to man, but it’s unnecessary. Brand plans are meant to provide […]

Oct

By Will Gould Best Practices, Branding No Comments

Rebrand the Problem, Not the Company: How Reframing the Problem Drives Growth

Why Companies Rush to Rebrand Companies often reach for the “rebrand” button the moment growth plateaus, as if a new logo or tagline could be a silver bullet. The instinct isn’t surprising; our business culture tends to idolize reinvention. But here’s the kicker: while rebranding can sometimes help, it’s usually not the visual facelift that […]

Oct

By Will Gould Best Practices, Fractional CMO No Comments

The Top 5 Pricing Mistakes That Are Stifling Your Ability to Scale—and How to Avoid Them

Let’s talk pricing—the sneaky, invisible thread that pulls at the fabric of your business, slowly unraveling it if you’re not paying attention. I’ve seen many businesses, from eager startups to established SMBs, fall into the same pricing traps. Heck, I’ve fallen into some myself. You might think, “Set a price, sell a product, simple, right?” […]

Oct

By Will Gould Best Practices, Fractional CMO No Comments

8 Tough Lessons From My Time as a Fractional CMO

As a Fractional CMO, I’ve had the pleasure (and sometimes the headache) of stepping into various businesses and helping them identify the real reasons their marketing isn’t working. And let me tell you, it’s never as simple as a bad campaign or a lackluster website. The truth is, most CEOs and business owners don’t realize […]

Oct

By Will Gould lead generation No Comments

Proven Tips to Create a B2B Lead Generation Funnel

Building a High-Converting B2B Lead Generation Funnel In today’s competitive B2B landscape, generating leads is just the beginning. The real challenge is turning those leads into high-value customers. Many businesses invest significant time and resources into lead generation but struggle to convert these prospects into tangible results. This is where a well-constructed B2B lead generation […]

Why Market Segmentation Matters (and How to Get It Right)

What Should Be in Your Brand Messaging Plan? Ditch the Fluff and Focus on What Really Matters

Rebrand the Problem, Not the Company: How Reframing the Problem Drives Growth

The Top 5 Pricing Mistakes That Are Stifling Your Ability to Scale—and How to Avoid Them

8 Tough Lessons From My Time as a Fractional CMO

Proven Tips to Create a B2B Lead Generation Funnel

Will Gould

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