Marketing is not one-size-fits-all. From goals and strategies to channel selection and creative, there are choices that will be right for your company that just aren’t for others.

With the myriad of options available to marketers today, it can get overwhelming. So before you’re stuck staring at a blinking cursor on a blank Google Doc awaiting for you to populate it with your kickass marketing plan, consider using the marketing funnel to guide you.

It’s the approach I take whether I’m campaign planning for a client at The Quilted Squirrel ( or our own in-house plan), consulting on strategy, or…


In 2007, the New York Times wrote: Anywhere the eye can see, it’s likely to see an ad.

“We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere,” ad executive Linda Kaplan Thaler told the Times. “Ubiquity is the new exclusivity.”

And that was over 10 years ago. Since then, our exposure to ads has likely increased ten-fold. …


It’s no secret that closing a sale is among the more difficult — if not the most difficult — part of a salesperson’s job.

Every salesperson knows there is no worse feeling than when you can’t close a deal after weeks or months of putting in hard work and taking all the right steps. There are many reasons why a sale might go south, but usually, it’s because you weren’t able to effectively address a customer’s initial hesitations. Some of the most common objections include:

  • It’s too expensive.
  • I don’t have time.
  • I need to check with my team.
  • I’m…


There are few things I love more than buying people presents.

Even when it’s not their birthday or a holiday, I’ll get my friends gifts just because it makes me happy to get them something I know they’ll love. Naturally, the Holidays are my favorite time of year because you have an excuse to go on a gift-giving frenzy. I really enjoy trying to figure out what brings my loved ones joy. Sometimes I know immediately, and other people are more difficult.

It wasn’t until recently that I realized choosing the right gift for someone is all about connection. When…


Early in my career, I worked as a communications associate at Amp Up NYC, a nonprofit dedicated to bringing band music education to New York City public schools. Before that, I interned at nonprofit focused on finding a cure for juvenile diabetes. At both jobs, I did a variety of marketing-related tasks that helped prepare me for my current position as sales director at a startup.

While startups and nonprofits may seem to belong to entirely different worlds, they’re actually more similar than you’d think.

The people are passionate. Employees wear many different hats and must switch between tasks frequently…


I’ve been an athlete for the better part of my life and health and fitness have played major roles in my day-to-day.

I also spent eight years as a personal trainer, creating unique programs for each client to help them achieve their fitness goals. I want to lose weight. I want to be stronger. I’m training to run a marathon. Honestly, I’d like to be able to go up and down my stairs without feeling winded.

With their starting and desired end-points in mind, I’d design an exercise plan to get them from where they were to where they wanted…


What makes a good marketer?

Most people would say good communication skills are top-of-list. Maybe a solid grasp of analytics. And certainly an in-depth understanding of the buyer’s needs. It also helps to be good at writing pitches, including the ability to tell a story that inspires.

But what might not immediately come to mind is an important skill that is the foundation of all the rest — emotional intelligence.

And in the digital age, it’s more important than ever.

The speed at which we communicate is increasing rapidly, meaning there are more and more opportunities to connect with customers…


In the business world, success means different things to different people, depending on where you are in the company hierarchy.

From an executive’s perspective, it might mean meeting or exceeding your yearly sales goals, winning a major client, or cutting expenses. An employee, meanwhile, shares in accomplishing those same goals but also has goals of their own — upleveling their skill sets, being a part of a collaborative and creative team, or advancing in their career and financial status.

The thing is, these goals aren’t at odds — a company’s success is highly dependent on the success of its team.


I was just 21 when I was brought on as an account executive at a local TV station.

When I walked into work that first day, I was wracked with anxiety. I felt inexperienced and slightly unqualified, and couldn’t believe I’d been hired for such a senior position. It all felt too good to be true, and I was waiting for the other shoe to drop.

But soon enough, I was inundated with responsibilities. There was no more room for nerves, so I put all my anxious energy into getting up to speed and projecting the expertise I lacked.

It…


The way we buy is changing beyond recognition.

Building buyer trust is becoming increasingly important. We see this in the ways companies are using influencer marketing, social media, and immersive experiences to draw in consumers and keep them. And it’s even more of a necessity in the B2B world. What that means is the way sales teams and marketers have been doing business isn’t likely to work as we move toward an increasingly digital-buying landscape.

Enter social selling — the sales strategy you may not quite understand yet that can transform your relationships with customers and keep them coming back.

Stephanie Danielsson

Sales Director @ Digital Press | Marketer | Brand Positioning Expert | Fitness Nut | Amateur Coffee Snob

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