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- What's Old Is New Again
When I was a kid, my grandfather would regularly take me to Fenway Park. I hadn’t been back until my recent vacation with my brother and sister last week.
Returning to the park was fun, and although a lot of changes have been made since I was last there, it’s still Fenway.
Which reminds me of what’s going on in marketing these days.
Side note - my return flight was the same day the JetBlue pilot decided to try out the grass next to the runway, causing 2-hr delays for everyone, so I had plenty (too much?) time to think about this.
As technology advances, we’re also seeing a return to the fundamentals. AI writing is making us realize the importance of connecting emotionally (it can’t). And storytelling.
Zero-click searches make attribution more difficult (impossible?) - leading marketers to revisit measuring techniques from the “olden days” of TV and radio.
But no matter how much technology changes, marketing still boils down to achieving four outcomes:
Increasing Awareness
Generating more Leads
Making more Sales
Keeping Clients Longer
These outcomes are at the heart of my Core4 Framework. Use these as your “lens” when exploring new technology to help grow your business.
Bill
913.962.9261
PS - Reach out if you’d like some ideas for applying the Core4 to your business.
"Respect your efforts, respect yourself. Self-respect leads to self-discipline. When you have both firmly under your belt, that's real power."
The New B2B Marketing Playbook: What's Working In 2025 (Forbes)
Key insight: AI has grown from a useful tool to an integral part of how consumers navigate the digital world. Smart marketers are using AI for market research, copywriting, and campaign optimization while measuring its 360-degree impact on channels.
Real Data from B2B Marketing Leaders
Survey of 100 B2B SaaS marketing leaders at $50M+ companies reveals what's genuinely driving results. Covers AI adoption (68% use for content creation), LinkedIn's continued dominance despite algorithm challenges, and practical insights on pipeline generation and CAC reduction. Link →
Have Your Ads and Count Them Too
Canva announced that it’s buying MagicBrief, a tool for analyzing ad performance. Soon, we’ll be able to create ads in Canva and measure their performance. Link →
B2B Storytelling
If you are looking to build trust and create memorable messaging with your marketing, storytelling is the way to go. Here’s how to get started. Link →
And this…
Here’s something you don’t expect to see at a Buffalo Wild Wings - a live chicken. Link →
Featured Picks
📚️ Featured Book - Never Split the Difference: Negotiating As If Your Life Depended On It
By former FBI hostage negotiator Chris Voss. Provides tools for effective negotiation in business deals, salary negotiations, and more. Amazon Link →
🛠️ Featured Tool - FireFly On Your Phone
FireFly is Adobe’s AI app that allows you to create images, videos, audio, and vector graphics from text prompts. And now you can use it on your phone. Link →
📷️ Featured Image
It had been a long time since I’d been to Fenway, and this was new…a garden on the top of the park.
Fenway Park Garden
Let me know. Just hit reply (I read every reply), I’d love to know what you think.
Thanks for reading.
Bill
913.962.9261
P.S. Whenever you are ready, here are 3 ways I can help you grow your business.
1) Connect with me on LinkedIn
I'm on LinkedIn primarily to grow and support my network. Connect with me and let me know who makes a good connection for you.
2) Try the Offer Scorecard
When you have a great offer, everything in marketing and sales becomes easier. Reply to this email with “Offer” and I’ll send you the guide so you can evaluate and improve your offer.
3) Work with me One-on-One
And get unlimited, sales-driven copywriting for a flat monthly fee.
Reply to this message and put “One-on-One” in the subject line. Tell me a little about your business and what you'd like to work on together, and I'll get you all the details!