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It’s Only Common Sense: Selling to Today's Generation of Buyers

06/30/2025 | Dan Beaulieu -- Column: It's Only Common Sense
Millennials and Gen Z hold significant purchasing power and influence in industries worldwide. Selling to them requires adapting to their unique preferences, behaviors, and values, and exploring their buying habits, embracing their emphasis on social values, and mastering digital communication. Unlike previous generations, they prioritize experiences, sustainability, and value.

It’s Only Common Sense: Trust Is All You Need

06/02/2025 | Dan Beaulieu -- Column: It's Only Common Sense
Trust is all you need, and the best way to build it is by showing that others have placed their faith in you. This is where social proof becomes a game-changer. Social proof is a psychological phenomenon that influences people to follow others’ actions, especially in uncertain situations. By leveraging social proof, businesses can attract customers and close deals more efficiently. Here’s how to incorporate social proof into your strategy and watch your closing rate soar.

Global Citizenship: Understanding Global Citizenship as a Competitive Advantage

05/21/2025 | Tom Yang -- Column: Global Citizenship
To succeed, we must find ways to work together. In an era of interconnected markets, heightened social awareness, and increasing corporate accountability, global citizenship is a powerful differentiator for businesses. No longer is success solely defined by revenue growth. The perception of a company’s ethics, sustainability initiatives, and inclusivity practices significantly influences its market position.

The Marketing Minute: Strategic Short-form Content Builds Brand Momentum

04/17/2025 | Brittany Martin -- Column: The Marketing Minute
Last month, I shared how long-form content—like white papers, technical articles, and thought leadership pieces—can establish your company as a knowledgeable, trusted voice in the electronics industry. Long-form content is powerful, but it’s only half the equation. If long-form is the foundation, short-form content is the fuel that keeps your brand top-of-mind and your message moving.

The Marketing Minute: Go Big or Go Home—Long-form Content Is Your Brand’s Best Friend

03/26/2025 | Brittany Martin -- Column: The Marketing Minute
In a world of 280-character posts and blink-or-you’ll-miss-it social media content, long-form content might seem outdated. But if you want to build a brand people trust—not just recognize—you need depth. The key is producing longer content—articles, white papers, and books.
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