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Jonathan BowmanAugust 5, 2026 · 7 min read

Stop Measuring AI Visibility Like a Vanity Metric

Citations, sentiment, and LLM referral traffic make weak KPIs. Here are the AI visibility metrics that actually connect to leads, pipeline, and revenue.

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Jonathan EyresJune 25, 2026 · 8 min read

“Cold Calling Works” Is One of the Most Misleading Statements in Sales

Saying “cold calling works” is like saying “advertising works.” Okay, compared to what? Under what conditions? With what audience? At what cost? With what follow-up? With what conversion rate? With what level of skill? With what psychological effect on the person doing it every day? Cold calling, by itself, isolated on an island, is not a sales strategy. It is a sales activity. That distinction matters.

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Jonathan EyresMay 26, 2026 · 8 min read

The Future of Marketing Is Leaner, Smarter, and Less Impressed by Ping Pong Tables

For decades, marketing and advertising had a look. A group of creative people sitting in a room. Someone sipping scotch. Someone smoking a cigarette. A half written tagline on the board. A dramatic pause. Then suddenly, the big idea lands. Boom! Campaign solved. But that's not the whole truth.

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Jonathan EyresApril 14, 2026 · 3 min read

5 Marketing Trends That Sound Ridiculous… Until They Actually Work

Here’s the uncomfortable truth: The content that feels “wrong” to a polished brand brain is often exactly what performs in today’s attention economy. Let’s break down five marketing trends that sound ridiculous on the surface, but are quietly driving real engagement, reach, and in some cases, revenue.

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Jonathan EyresMarch 17, 2026 · 2 min read

Visual Branding vs. Verbal Branding: What Actually Builds Trust

Most businesses think branding starts with design. A new logo. Better colors. A cleaner website. And while those things matter, they’re not what actually drives trust or conversions. Here’s the reality: You don’t have a design problem. You have a clarity problem. And clarity comes from what you say, not just how things look.

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Jonathan EyresFebruary 17, 2026 · 2 min read

How to Craft a Value Proposition That Actually Converts

If brand positioning is where you stand in the market, your value proposition is what you say when someone asks: “Why you?” And here’s the uncomfortable truth… Most businesses don’t have a value proposition problem. They have a clarity problem wrapped in buzzwords.

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Jonathan EyresJanuary 20, 2026 · 2 min read

What Is Brand Positioning (And Why It Matters More Than Your Logo)

If brand strategy is the foundation of your business, brand positioning is the flag you plant in the ground. It’s the reason someone understands what you do, who you’re for, and why you’re different without needing a sales pitch. And yet, it’s one of the most misunderstood concepts in marketing. Most businesses think positioning is visual. In reality, it’s mental. And if you don’t define your positioning intentionally, the market will do it for you, usually in a way you don’t like.

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Jonathan EyresJanuary 13, 2026 · 3 min read

Brand Strategy for Businesses: Building an Identity That Drives Growth

When most people hear “brand,” they think logo, colors, or fonts. That is branding. But brand strategy is something different entirely. Brand strategy is how your business is understood. It is why someone chooses you instead of the competitor down the street who looks, sounds, and prices things similarly. It is the foundation that makes your SEO clearer, your ads convert better, your emails feel consistent, and your sales conversations easier.

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Jonathan EyresJanuary 6, 2026 · 3 min read

Creating a Forecast You Can Actually Trust

Too many marketing plans for small and medium businesses are built exactly like that, optimistic guesses about traffic, leads, and revenue with nothing concrete underneath them. A real forecast is different. It is grounded in your actual numbers, reverse engineered from your goals, and honest about the impacts of privacy and security features that can skew open tracking.

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Jonathan EyresDecember 10, 2025 · 3 min read

Choosing the Right KPIs for Growth (And Ignoring Everything Else)

Most businesses track too many metrics, too few metrics, or the wrong metrics entirely. Some even track numbers just because they look good in a deck. But growth doesn’t come from watching every chart in your dashboard blink like a Christmas tree. It comes from choosing the right KPIs, the ones tied directly to revenue, efficiency, and momentum, and ignoring everything else that’s just taking up oxygen. Here’s how to choose KPIs that actually drive growth instead of distracting from it.

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Jonathan EyresDecember 2, 2025 · 3 min read

Building a Metrics Framework Everyone Actually Follows

If you’ve ever sat in a meeting where three people all used the word “qualified” and somehow meant three completely different things, congratulations, you need a metrics framework. Every marketing team eventually hits the same wall: chaos. Different definitions. Different dashboards. Different numbers that supposedly measure the same thing. A solid metrics framework fixes all of that.

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Jonathan EyresNovember 18, 2025 · 3 min read

Creating Executive-Ready Insights Without Losing the Plot

Executives don’t want a data tour. They want the headline, the impact, and the next move. But too many marketers walk into an exec meeting armed with 47-slide decks, complex charts, and enough jargon to tranquilize a small animal. Executive-ready insights are simple, sharp, and tied directly to business priorities. Here’s how to deliver insights leadership actually pays attention to, remembers, and acts on, without turning your presentation into a plotless data documentary.

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Jonathan EyresNovember 4, 2025 · 2 min read

How to Build a Reporting Rhythm That Doesn’t Eat Your Life

Reporting is like laundry, ignore it for too long and suddenly you're buried. Do it too often, and you're just folding socks all day wondering why you even bother. Marketing reports are no different. The key is consistency without insanity. You need a rhythm that keeps leadership informed, decisions sharp, and your sanity intact. Here's how to build a reporting cadence that actually works, without turning you into a spreadsheet zombie.

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Jonathan EyresOctober 28, 2025 · 2 min read

Making It Stick: How to Present Data So People Actually Listen

Let’s be honest, most marketing data presentations are about as exciting as a beige wall. They’re bloated, boring, and packed with charts that look like they were designed by someone who’s never spoken to another human being. If your audience is zoning out before slide three, your data isn’t the problem. Your delivery is. Good data presentations don’t just inform. They land. They make people lean in, nod along, and say, “Okay… now what?”

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Jonathan EyresOctober 21, 2025 · 2 min read

Proving ROI Without Losing Your Soul: Reporting That Actually Matters

Let’s be real, most marketing reports are like bad online dates: way too much small talk, not enough substance, and a lot of metrics no one cares about. They’re bloated, overdesigned, and somehow say everything except what actually matters: “Did this make us money?” Good ROI reporting doesn’t drown people in data. It makes the story so clear your CFO could understand it on their third cup of coffee. Here’s how to do it without losing your soul (or your audience).

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Jonathan EyresOctober 14, 2025 · 2 min read

Data Storytelling: Turning Metrics Into Meaning

Here’s the truth: nobody, and I mean nobody, gets excited about raw spreadsheets. If your big marketing insight looks like an Excel file that needs a PhD to decode, your audience has already mentally left the room. Data is powerful, sure, but stories move people. Think of data storytelling as the difference between reading a restaurant menu and being served a perfectly plated meal. One gives you info. The other makes you hungry to take action.

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Jonathan EyresOctober 8, 2025 · 2 min read

Building Dashboards That Don’t Suck: How to Visualize Marketing Data That Actually Helps

Let’s be honest, most marketing dashboards are a hot mess. They look like someone dumped every metric they could find into a PowerPoint slide and called it a day. If your dashboard makes people squint, scroll, or need a decoder ring to understand what’s going on, it’s not helping. It’s hurting. Good dashboards don’t just look nice, they tell a story. Here’s how to build one that your team (and your boss) will actually want to use.

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Jonathan EyresSeptember 30, 2025 · 2 min read

Marketing Analytics 101: Turning Data Into Decisions

Marketing without analytics is like driving blindfolded, you might get somewhere, but probably not where you intended. The good news? You don’t need to be a data scientist to make analytics work for you. With the right mindset and tools, you can turn marketing data into actionable decisions that grow your business.

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Jonathan EyresSeptember 23, 2025 · 1 min read

Building Your Email Marketing Strategy: A Step-by-Step Guide

You’ve got the tools, the tactics, and the metrics… but now it’s time to pull it all together. Think of this as your roadmap for creating an email marketing strategy that actually delivers results (and doesn’t make you want to pull your hair out).

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Jonathan EyresSeptember 16, 2025 · 2 min read

Email Metrics That Matter: How to Measure Success Without Losing Your Mind

Here’s the deal: email marketing gives you tons of data. Open rates, clicks, unsubscribes, bounces, heat maps, device stats, you name it. But drowning in numbers won’t help you sell more. The trick is knowing which metrics actually matter and what to do with them. Let’s cut through the noise.

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