Satisfy your craving for better B2B marketing results.
#1
An article about double opt-in changed my mind
A client recently asked me to elaborate on my recommendation to ditch the double opt-in for their email marketing. I’ve been firmly on Team Single Opt-In for years. Contrary to popular belief, double opt-in does not equal automatic CASL or GDPR compliance (neither explicitly requires it—just reasonable proof of consent). My stance was that if your landing page clearly communicates the expectations and purpose of your newsletter-as-marketing-vehicle, adding double opt-in might create unnecessary friction for subscribers.
You’ll learn practical ways to create accessible social media and web content to meet Web Content Accessibility Guidelines (WCAG 2.1 AA) or higher over 2 half-day online sessions (5 hours total).
They have a few other courses this month and next to check out as well. I especially love this testimonial regarding their teaching methods: “It was a great class that felt easy to follow along, especially as a person who is neurodivergent, I appreciate the activities interwoven into the class.”
My question to you: where and how can your marketing become more accessible?
#3 A fanatic explanation of that "95:5 rule" you keep hearing about
Have you stumbled across the "only 5% of your prospects are in-market to buy" thing yet? It’s everywhere on my LinkedIn feed—and I am here for it.
Here’s the gist: 95% of your audience isn’t ready to buy right now (out-of-market), leaving just 5% who might respond to next steps. That explains why conversion rates are low and why building traction takes (ugh) time.
So, why am I thrilled about that tiny percentage? Because it highlights the massive opportunity in the 95%. The magic happens when you prime the 95% to become the 5%... because they don’t just poof switch overnight.
This is where brand awareness, visibility, positioning, and audience research become the unsung heroes of your marketing strategy. They pave the way for conversions down the line.
Remember: in basketball, you score when the ball goes in the net, but getting it there is the whole game. My question to you: what is the ratio of brand awareness to promotion in your marketing?
It's 10 x 5 minute mini-presentations on a bevvy of topics (including one by yours truly):
AI in 2025: What to Expect
A Quick Guide to Passkeys
How to Create and Adopt An AI Policy for Your Staff and Board
ChatGPT As Your Fundraising Assistant
Easy Audience Research with SparkToro (me!)
The Future of Major Giving Philanthropy is Donor-Driven
How Nonprofits Can Leverage Technology To Avoid Common Legal Issues
These bite-sized sessions are perfect for dipping your toes into topics you’ve been meaning to explore but haven’t had the time to dive into.
My question to you: what tools are you using to better understand where your audience hangs out online and what they’re trying to accomplish while there?
Just get rid of it
What if you just... deleted it?
Took it out of your 2025 plan...
Archived its Trello card...
Moved its Notion page to trash...
Told the team "we're dropping that"...
Cus Darlin, it's been 4 solid years of "do more with less" in B2B marketing. 🤮
A tired sentiment that gets our backs up (of course).
So what if part of your rebellion was to lean into "less"... and get -rid- of things?
Cus then you'd have more room to "do more" with what's left.
Alison K Consulting, 3271 Agricola Street, Halifax, Nova Scotia B3K4H4, Canada
