Blog - Paragon Inbound

How to Make Prospects More Likely to Buy

"Everything you own has a story. I don't care as much about one thing as you do about that magazine." - my wife lamenting the 45th piece of sports memorabilia I'm adding to our basement. It's true - I value a lot of things not because of what they actually are, but because of the […]

Why B2B Buyers Purchase

In the world of marketing and sales, we often dive headfirst into creating these detailed buyer personas. We gather all sorts of data about our customers—age, location, preferences—believing that understanding who they are is the secret sauce to successful selling. While this approach has its merits, it's only half of the story. As author Katelyn […]

Just Make Contact (And Trust Your Teammates)

“Just make contact.” When I was a kid, I played on the local Navan baseball team. One year we had a perfect record, winning every single game we played on our way to the championship. My dad was one of the coaches on the team, and years later I can still hear his voice booming […]

How Larger Marketing Teams Can Excel

I've worked on marketing teams of all different shapes and sizes over my career. On the small ones, it's all about taking ownership of an entire campaign and figuring out how to maximize your limited resources. On big teams, it's quite different. I once worked on a marketing team of ~30 people, and learned a […]

Social Proof Isn’t a Trend

Plenty of marketing trends have come and gone, but the one that will never go away is social proof. Why is social proof so effective? It cuts past the "marketing speak" and shares real feedback about a brand and its products or services. Prospects trust real-world results more than your marketing promises. SO HOW CAN […]

Twitter and Its Bungled Rebrand

Twitter is rebranding to X. It has been a bit bumpy, to say the least... Their new logo comes from a $30 font (and whether it's approved for commercial use is questionable). They're slowly deconstructing one of the world's most recognizable brands, and have wiped out at least $4 billion in brand value according to […]

Education Marketing: How to Grab the Attention of International Students

Early in my career, I had the opportunity to market to international students through my role with StudyAdelaide. I too was an international student in Adelaide at that time, which gave me excellent perspective on the needs, wants, pain points and goals of my target audience. Education marketing was a massive industry in South Australia. […]

Did the Pandemic Change Marketing? Absolutely.

With extended periods of remote work, social distancing, and reliance on digital channels, people's habits and preferences shifted significantly. Brands must now navigate an altered landscape where online experiences, virtual events, and e-commerce have become the norm. Understanding these changes is the key to staying relevant and engaging with customers effectively. DATA AS THE CORNERSTONE […]

Demand Generation vs Lead Generation. What's the Difference?

Image credit: Hubspot "Demand Generation" is a major buzzphrase in marketing right now. Many businesses are using it as a synonym for "Lead Generation" without really understanding what it means. So what's the difference? 📈 Demand Generation occurs at the top of the funnel and focuses on creating awareness and interest in your brand […]

E-Commerce Optimization vs Branding. What Wins?

Is it possible to run an e-commerce site while still having a strong brand? Absolutely. E-commerce sites are geared to sell. Conversion rate optimization is king, and metrics like basket size, sales by category, and cart abandonment rate rule the day. While these metrics are important, many organizations get overly focused on them and neglect […]

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