The Creative Brief
Welcome to The Creative Brief—the marketing blog from Michelle Crawford Creative.
Marketing Automation Only Works If You Get This Right
Let me tell you the truth that most MarTech consultants won’t:
It’s not the size of your company.
It’s not the budget.
It’s not even the platform.
If your systems don’t align with your customer journey, you will always feel like you’re chasing results instead of leading…
How to Personalize B2B Marketing With Data, Timing, and Trust
Many marketers still confuse personalization with token replacement. Adding a first name in the subject line, sprinkling in a job title, or dropping the company name into a pitch might make an email look tailored. It’s nice—but it isn’t truly personal. At best, it signals you have data fields on file. At worst, it feels inflated or even gimmicky…
Top 5 Marketing Trends You’re Probably Doing Wrong
Marketing teams everywhere are jumping on the latest trends—yet seeing disappointing results. The problem isn’t the tactic. It’s the approach. If your marketing isn’t delivering the leads, conversions, or ROI you expected, chances are you’re falling into the same traps most teams do…