Pixie Dust PR (and How it Hurts Growing Companies)

By Madelyn Young / Jul 1, 2016

At an event I recently attended, an entrepreneur told the audience of panel discussion how valuable positive press coverage had been for his early-stage company when it was conducting a crowdfunding campaign for its product – a wearable technology device. The product itself is a piece of jewelry with a tech-driven purpose behind it, making …

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Analyst Relations: The Most Important Tactic for Startup Growth

By Madelyn Young / Jun 28, 2016

In the world of B2B startup technology, the exciting ideas about business growth get more play than the basics do. “Lean” thinking, disruptive value propositions, MVPs (minimum viable products), and growth hacking are commonly discussed concepts among entrepreneurs, investors, business consultants, and the tech-focused media alike. But when viewed from the perspective inside an early-stage …

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The New Key to Customer Loyalty: ‘Brand Desirability’

By Madelyn Young / Jun 24, 2016

In the world of brand marketing, it can seem like love is the key to loyalty. After all, consumers who love a brand as much as they love its products will engage with that business time and again through return visits, repeat purchases, and more. Right? Yes… but in business as in romance, there’s far …

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How Fast is Too Fast When it Comes to Payments?

By Vanessa Horwell / Jun 22, 2016

Real-time streaming, instant access, always-on availability… with all things digital in 2016, technology companies and consumers alike tend to believe fast is good, faster is better, and immediate is best. But quickness has its drawbacks – especially when it comes to payments. Is time to slow things down? That question was recently raised in an …

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Boosting B2B Event Outcomes: 5 Smart Strategies

By / Jun 17, 2016

Whether you’re exhibiting at a top-tier industry conference or hosting your own meetup or forum, events tend to test a B2B team’s mettle. From logistical planning and budget constraints to contract negotiations, A/V, and electrical concerns, events involve a million moving parts (and a million things that can go wrong). Beyond planning and coordination, it …

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A Travel Agent in Your Pocket? Google’s Trips May be It

By Madelyn Young / Jun 14, 2016

Following the release of Google Destinations and the expansion of its Google Flights tool, the globe’s favorite search giant is at it again – with perhaps the only travel word it hasn’t used yet: Google Trips. According to leaks earlier this year, Google is beta-testing Trips – a “smart assistant” app that will organize all …

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Airlines & PR: What ‘Shorter Security Lines’ Say About the Value of Media Relations

By Vanessa Horwell / Jun 9, 2016

This article originally appeared on as a Thought Leader guest post from ThinkInk CEO, Vanessa Horwell, on Bulldog Reporter. If you traveled over the recent holiday weekend, some helping hands may have contributed to getting you through TSA a little faster than last year: In advance of a potentially record-breaking year for summer travel, Bloomberg reported that U.S. …

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3 Ways Mobile FinTech is Changing the Banking Industry

By Madelyn Young / Jun 7, 2016

In 2016, global mobile payment transactions are expected to reach $27 billion, with individual users spending an average of $721.47 annually. But the rise of mobile is about more than just convenient transactions – in fact, it may help change the landscape of banking for the better. The financial industry has long skewed large (think: …

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3 Top Tactics to Earn More B2B Referrals

By Madelyn Young / Jun 3, 2016

Whether it’s “invite your friends” or “share this promo code,” there’s a reason every marketer is clamoring to get you to click send on their referral campaigns: According to Journal of Marketing Research: referral leads have a 16% higher customer lifetime value than other customers. For B2B companies, the impact of referrals is game-changing: A …

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Becoming a Master Storyteller for Your B2B Brand: 3 Tips

By Madelyn Young / Jun 1, 2016

Thanks to the rise of content marketing, concepts from your local creative writing class – such as storyline, hook, and narrative – are increasingly overheard in the corner office. While many important strategies live at the intersection of business and creative writing, the most valuable of them is brand storytelling. B2B and B2C companies alike …

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With Content Creating ‘Change Imposter’ Buyers, Analyst Relations is a Major B2B Asset

By Madelyn Young / May 27, 2016

For B2B companies that have embraced content marketing, a trusted lead-generation tactic is the landing page content download: Create a resource that will be useful to your buyers, load it to your website with a lead form, and require site visitors to share their personal information in order to access it. By following the above …

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Why Gamification is on the Rise in Travel Tech

By Vanessa Horwell / May 24, 2016

According to recent research, the average human attention span has dropped from 12 seconds to 8 seconds over the last fifteen years. As a point of comparison, it’s officially easier to hold the attention of a goldfish (given the creature’s believed 9-second attention span). Whereas goldfish rarely travel far from their aquariums, human travel and …

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