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Trade shows have always been popular as a way to demonstrate new products and services and generally get your brand seen. The scale of these events draws large crowds, industry leaders, and entrepreneurs trying to make a name for themselves, putting them all in close proximity with each other. Attendees get to network with their […]

Content marketing remains one of the most effective marketing strategies that connects businesses and customers. According to one report, 67% of B2B marketers reported that content marketing not only increased engagement but also lead generation. Given its more helpful aim and focus on authenticity, content marketing cuts through the noise that persists in traditional advertising, […]

You might find yourself wondering…should public relations (PR) be part of my marketing strategy? What role does it play? Where does “earned media” come into the picture? And what constitutes being “newsworthy”? We get a lot of questions here at Pace Marketing about PR and its role in marketing. Yes, PR can complement marketing efforts […]

Of all the missteps that can give a company a black eye, a failed product launch surely tops the list. This is especially true for products that have a long development cycle: Medical devices, pharmaceuticals, advanced software, etc. Nothing is more frustrating than developing and testing a product for years, only to have it flop […]

Advertising seems deceptively simple. A creative person creates an ad, and then you pay someone—a magazine, a radio station, Facebook, Google, a billboard owner—to run your ad. If that was all there is to it, getting started with advertising would be simple. But of course it isn’t that simple, because the goal isn’t just displaying […]

There are many ways to conceive of and organize marketing activities. One of our favorites is our marketing framework, which tracks customer journeys against marketing goals and tools in place. Whereas many marketing firms think of these journeys as forming a funnel, we think of them as being hourglass shaped, and so we sometimes refer […]

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