Tamara Franklin

When we think of culture branding, it’s typically in reference to consumer brands such as Nike and Starbucks. These companies don’t just represent a product or a service. They represent a lifestyle that is culturally relevant to their respective audiences.
Here’s the good news: B2Bs can also appeal to our emotional curiosities and culturally relevant trends. This is so important today because SaaS companies have depended on efficiency messaging to differentiate their services, a tactic that c...

Back in 2013, Jack Dorsey, the co-founder and CEO of Twitter and the founder and CEO of Square, famously advised a group of tech companies to “meet customers where they are.” His rationale is that nearly everyone has a smartphone, so he designed Square primarily with the ability to accept credit cards via mobile in mind.
While it turned out to be a genius move for Square, when it comes to marketers, the advice isn’t as easy to follow. Why? Because today’s customers are everywhere. They’re on ...

Cultural branding is a term most often used for consumer brands like Coca-Cola and Harley-Davidson, depicting a lifestyle that's culturally relevant to the brand audience. But is there something B2B software companies can learn from what these consumer brands do to attract consumers? New SaaS offerings pop up every day, and it’s important to say something different.
Take my company, Smartling, for example. As a venture-backed B2B SaaS company out of NYC, we could be like the rest of the indus...

Putting up the Christmas tree is a time-honored tradition around the world. But, if you have a cat, you've probably experienced him jumping on it, knocking it over, and turning your shiny ornaments into his playthings.
Unfortunately, your Christmas tree and its decorations can be extremely dangerous to your furry friend. Tree water, fake snow, mistletoe, holly, poinsettias, and tinsel can be poisonous or even deadly to cats. Other hazards include chewing on electrical wires, and kitty's skin ...

Long-form blog post on everything you need to know about data visualization.

In 2019, 140 (and counting) local governments, police stations and hospitals were held hostage by ransomware, representing a 65% year-over-year increase. As evidenced by recent incidents in Baltimore, Atlanta and many other major metropolitan areas, public agencies are particularly vulnerable to ransomware attacks.

In today’s competitive business landscape, the power of data-driven sales and analytics cannot be ignored. Data is a driving force behind the success of nearly every aspect of business, and it has also become an indispensable asset for the sales function. Research from McKinsey & Company shows companies that leverage data in their sales process and operations are 5 to 6% more profitable and productive than competitors.
Below are three ways you can leverage data to help meet your company’s sal...

Ghostwritten contributed article

Implementing a new CRM system can be quite costly, in terms of money, time and human resources. A common mistake is to spend most of these resources on the technical aspects of the implementation and not focus sufficiently on planning for the user adoption of the tool.

For those who have never been involved in a large-scale CRM data migration project, there can be a misperception that data migration is a simple exercise of exporting data from one system and importing data into another system. However, data migrations can be extremely complex.

Salesforce Lightning is the future of CRM. Users that transition to the new Lightning experience can expect an improved user experience, a 41 percent increase in productivity, and an ROI of up to 341 percent. With numbers like that, it’s no wonder organizations all over the world are jumping on the Lightning bandwagon. Unfortunately, many are jumping in head first and realizing that the process isn’t as easy as it seems.