How to Make Smarter Product Portfolio Decisions Through Rationalization
Most B2B businesses are proud of the products or services they’ve built. But over time, even great companies can find themselves offering too much—too many products, too many versions, and with companies with configured products, too much complexity. That’s when it may be time for product rationalization.
From Risky Claims to Trusted Proof: How to Avoid the Most Common Pitfalls
In this final part of our claims series, we explore the pitfalls that can undermine even your strongest statements, and how to avoid them. From vague language and overpromising to regulatory missteps, this is your guide to de-risking your claims without dulling their impact.
From One-Off Claims to Strategic Assets: How to Build a Claims Portfolio
If you’ve ever spent time to develop copy for product brochures or build a sales presentation deck and struggled to explain why your solution matters or the Reasons to Believe (RTBs) in the benefits your solution provides—chances are you don’t have a claims portfolio.
We’re going to go deeper and share the basics on how to build a claims portfolio that works as a strategic advantage, not just a set of disjointed bullet points.
Claims Demystified: The Strategic Power of Proof in B2B Marketing
In this first article of our three-part series, we’ll break down what claims really are, why they matter far beyond the marketing department, and the different types of claims that should be a part of every marketer’s toolbox.
Why AI Isn’t Optional Anymore (And What to Do About It)
Last week, some of the team from Mi3 Consulting Group had the chance to attend #CincyAIWeek — a high-energy, three-day event focused on education, hands-on learning, and open conversations about how AI is changing the way we all work. The crowd included tech insiders, marketers, and business leaders — all eager to better understand what AI means for their work.
Midway through a session, I got a text from a colleague: “Wish I could’ve gone, but just too busy with work.” I get it. But honestly, this isn’t something we can afford to keep putting off. If you’re in marketing or any commercial role — especially in leadership — it’s time to stop seeing AI as a “nice-to-have” and start treating it as essential.
The good news? You’re not too late. AI is still early in its adoption curve. There’s time to learn, experiment, and benefit — but you’ve got to start now.
Here are four key insights we took away from our time at this important event:
Turning Disruption Into Opportunity: Marketing Best Practices When Facing Long Lead Times, Backorders, and Tariff Pressures
In today’s global B2B landscape, long lead times, backorders, and high tariffs have gone from occasional hiccups to recurring headaches. For marketers, these challenges are more than operational frustrations—they’re moments of truth that test brand credibility, customer relationships, and the resilience of go-to-market strategies.
Should Your B2B Company Consider Conducting an Awareness, Attitude, and Usage (AAU) Study?
If you want a clear, structured, and actionable view of how your brand and solution category fits into the minds and behaviors of your target audience, an Awareness, Attitude, and Usage (AAU) study is one of the smartest investments you can make.
In this article, we’ll walk through what an AAU study measures, why it’s especially important for B2B organizations, the value of the insights it offers, and how marketing teams practically use the results to drive growth.
Why Today’s Marketing Leader Must Think Like a Business Owner
In today’s fast-moving B2B landscape, marketing is no longer just about brand awareness and running lead generation campaigns. The modern marketing leader must embrace the mindset of a business owner and take a seat at the strategic table, bringing insight and decision-making capabilities that impact the full spectrum of business growth.
Why Your Customers Fixate on Price—and What You Can Do About It
For CEOs and marketing leaders at small to mid-sized B2B companies, few challenges are more frustrating than hearing, “It’s just too expensive.” Especially when your solution is more advanced, more thoughtful, and delivers better long-term outcomes than lower-priced competitors.