The Blog
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September 22, 2026
Making a complex firm feel human online
Engineering and infrastructure firms don't have a messaging problem, they have a translation problem. The expertise is real; the job of digital is to let people see it — and the people behind it.
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September 15, 2026
Your people are the channel
In B2B, employees reach audiences a corporate page never will. Employee advocacy works when it's built as enablement — training, easy wins and real stories — rather than a request to share the company post.
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September 8, 2026
A website transformation is an operating change, not a redesign
New templates and a fresh palette are the visible part. The part that decides whether a large firm's website stays good is ownership, governance and a content model the organization can keep up.
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September 1, 2026
Making channels work harder together
Web, social, email, paid and content each have their own metrics and often their own owners. Integrated marketing is the discipline of making them serve one goal — and it starts with deciding what that goal is.
Integrated MarketingDigital Strategy
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August 25, 2026
What a newsroom taught me about B2B content
Before marketing, I learned to write on deadline at the Missouri School of Journalism, the Columbia Missourian and Vox Magazine. The habits of a newsroom are still the best tools I know for making technical content …
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August 18, 2026
SEO for technical firms: write for the person searching
Engineering and environmental firms often rank for their own name and little else. Good SEO for a technical firm starts with the questions clients actually type — and answers them better than anyone else.
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August 11, 2026
Project stories that don't read like proposals
Project pages are the strongest proof a technical firm has — and most of them are copied from proposals. A few storytelling basics turn a list of scope items into evidence a client can picture.
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August 4, 2026
Email that technical audiences actually open
Engineers, scientists and facility owners get a lot of email and have little patience for fluff. Newsletters earn their place in that inbox by being useful, specific and respectful of time.
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July 28, 2026
Paid social for B2B: spend against KPIs, not vanity
Paid campaigns in professional services often get judged on impressions and likes. Tying every dollar to a goal the business cares about is what keeps a budget — and earns a bigger one.
Paid MediaSocial MediaMeasurement
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July 21, 2026
Where AI actually helps a marketing team
AI won't write your firm's thought leadership for you, and it shouldn't. Used honestly, it takes the drudgery out of marketing work so people can spend more time on judgment, relationships and ideas.
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July 14, 2026
Recruiting marketing: the brand candidates see
In engineering and environmental services, talent is often the scarcest resource. Candidates research a firm the way clients do — and the digital brand they find decides whether they apply.
Recruiting MarketingBrandSocial Media
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July 7, 2026
Measuring digital marketing so leadership can act on it
Dashboards full of channel metrics rarely change a decision. Useful measurement starts from the questions leaders are actually asking, and reports in the language of the business.
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June 30, 2026
Leading a digital team with positivity and curiosity
Digital marketing changes too fast for any leader to have every answer. The teams that keep up are built on trust, curiosity and room for people to do their best work.
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June 23, 2026
What co-founding a startup taught me about marketing
Before B2B, I co-founded a Kansas City company and ran its marketing for four years. Doing everything yourself, with real money on the line, is a fast education in what actually moves the needle.
Digital StrategyIntegrated MarketingLeadership
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June 16, 2026
Does a professional-services firm need a mobile app?
An app is a commitment, not a campaign. Before a firm builds one, it should be able to name the audience, the repeat reason to open it, and the team that will keep it worth opening.
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June 9, 2026
Writing award entries judges remember
Judges read a stack of entries that all say "innovative" and "strategic." The ones that stand out tell a clear story: the problem, the choice, the evidence, and why it mattered.
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June 2, 2026
What pitching for a grant teaches about positioning
A competitive pitch strips positioning down to its essentials — who you serve, what you do better, and why anyone should believe you. Every B2B brand could use that discipline.
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May 26, 2026
What a civic leadership program teaches a marketer
Two years in a Kansas City leadership program reminded me that marketing is a community practice — about listening, building trust and bringing people with you.
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May 19, 2026
The first 90 days in a digital marketing role
The pressure in a new role is to change things quickly. The better first move is to listen, map what exists and earn trust — then make a few changes that matter.
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May 12, 2026
Keeping a brand consistent across many offices
A firm with many offices can't enforce consistency from a single desk. It needs standards people can use, tools that make the right thing easy, and room for local voices within a shared identity.
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May 5, 2026
What 6,000 customers taught me about marketing
Running the pre- and post-purchase experience for thousands of customers taught me that marketing doesn't end at the sale — and that reducing effort often matters more than delighting.
Digital StrategyContent Strategy
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April 28, 2026
Editing is a marketing skill
Most marketing teams invest in writing and neglect editing. But editing — cutting, clarifying and checking — is what turns a draft into content people actually read and trust.
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April 21, 2026
Who owns the website in a large firm?
In most large firms, everyone has an opinion about the website and nobody owns it. Clear ownership — of the platform, the sections and the standards — is what keeps it accurate and useful.
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April 14, 2026
Social media that supports business development, not just awareness
In B2B, social media earns its keep when it helps the people who win work — by keeping them visible to the right audiences long before a proposal is due.
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