Often, improving marketing starts with tightening that link between the problem someone is already thinking about and the solution you offer.

Sales are slow, you Google for answers, and the fixes don’t work. This piece looks at why that happens, and why the real answer depends on your business, not someone else’s.

Lead gen versus demand gen isn’t a competition. They do different jobs. Learn how to tell them apart, use them together, and fix what’s not working.