Blog
Marketing Blog
Perspectives on market intelligence, competitive analysis, go-to-market strategy, and product marketing.
Competitive Benchmark for Strategy and Growth
Understanding how competitors position themselves, structure their offer, and respond to market shifts is critical for any company making serious growth decisions.
By Lena Baudo
Market Research Red Flags: Common Mistakes That Undermine Your Strategy
After more than 15 years in market research, I keep seeing the same mistakes come back.
By Lena Baudo
Why Startups Fail Without Market Validation
Many startups fail not because of bad products, but because decisions are made without real market validation.
By Lena Baudo
Strengthening Market Readiness in Accelerator and Incubator Programs
Accelerator programs help startups move fast, but many leave without clear market answers.
By Lena Baudo
How to Choose the Right Market (and Why Bigger Isn’t Always Better)
Why choosing the largest market is a strategic errorEvery leadership team loves a good slide that shows a billion-dollar opportunity. A total addressable market (TAM) that signals scale, ambition, and investor appeal.But that slide usually hides a blind spot:
By Lena Baudo
Strengthening Product-Market Fit: How 12 Weeks of Coaching Changed the Game
Strengthening Product-Market Fit in 12 WeeksProduct launches are often driven by conviction. A decision is made internally to move forward, but the truth is that many teams don’t yet know what the market actually wants. We recently worked with a mid-size trans
By Lena Baudo
Not Every Client is the Right Client. And That’s a Good Thing!
Yes, you read that right. In the world of marketing, partnerships go both ways. Just as companies carefully select employees who align with their values and goals, a marketing boutique should also be selective about the clients they collaborate with.We believe
By Lena Baudo
TikTok’s Ban: Why Political Climate, Microeconomics, and Social Media Diversity Are Non-Negotiable for Your Business
On Sunday 18th January 2025, TikTok, a platform with over a billion global users, was banned in the U.S. due to national security concerns.
By Lena Baudo
Early Stage Startup Marketing: Why It Starts Before Product Launch
Early stage startup marketing is often misunderstood. At the beginning, it is about market validation, competition, and decision making, not promotion.
By Lena Baudo
Unlocking Market Research: Essential AI vs. Key Human Insight
In your business, where decisions can make or break your company, market research is more than just a buzzword; It’s a critical component of success. Effective market research allows you to truly understand your target audience, spot new opportunities, and mak
By Lena Baudo
The Importance of a Solid Marketing Strategy for any Restaurants Today, and How to Implement It
In an era where the aroma of freshly baked bread and the sizzle of a pan can be virtually shared, you can make a customer come only thanks to social media. Where almost every hungry person uses Google Maps to find the nearest or best-rated restaurant in the ne
By Lena Baudo
A Year Later: Reassessing ChatGPT in our Marketing Strategy
A year has passed since we integrated ChatGPT into our marketing operations. On that occasion, we wrote an article about the early days of ChatGPT (link). Today, we take a moment to look back and evaluate the impact of this technology on our work.1. Market res
By Lena Baudo
Entrepreneur in Times of Crisis: Quitting, Pivoting, Keep Going?
In times of economic uncertainty, the entrepreneurial spirit is often challenged. Global Entrepreneurship Week comes this year against a difficult financial climate, but brings with it a message of resilience and innovation. As entrepreneurs, we find ourselves
By Lena Baudo
Digital Transformation in the Wine Industry: A Deep Dive into Modern Trends and Strategies
Technology is an integral part of our daily lives, with every industry undergoing rapid digital transformation.
By Lena Baudo
CSR Marketing: How to Communicate on Social Media?
In today's digital age, the role of social media in corporate social responsibility (CSR) marketing has increased tremendously. As companies work on aligning their activities with ethical, social, and environmental considerations, social media platforms have b
By Lena Baudo
Market Intuition vs. Assessment: Risky Business!
67% product owners assess their market potential through Intuition or self-research. This practice can sometimes be the result of a lack of budget or time dedicated to market research while launching a product or service. The idea that it might be better to di
By Lena Baudo
International Women's Day: "For an Inclusive Digital World..."
To all the amazing women and men out there, let’s celebrate International Women's Day together on March 8th!Officialized by the United Nations in 1977, International Women's Day finds its origin in the struggles of women workers and suffragettes in the early 2
By Lena Baudo
How Does ChatGPT Impact Marketing Services?
I have gotten that question a lot recently and when my collaborator raised her concern at the office this week, it was the perfect time to write my experience down about the arrival of ChatGPT’s AI conversational technology in our business.Mostly any kind of f
By Lena Baudo
Tis the 3 Magic Tricks of a Consulting Story
5 years later, where has the magic happened with my marketing consulting business? I have made 3 tricks as my mantra to match with a work culture that I believe is successful for thriving in a healthy consulting environment.Being Humble and Matching with Humbl
By Lena Baudo
The Urge for Marketing Ethics
2018 has seen a series of unethical marketing practices and communication fails leading one to wonder what ethical marketing practices should be like? Beside driving away customers and revenue, marketing ethics are crucial for the long term company and brand s
By Lena Baudo
Words or Visuals for your Marketing Communication?
This Fall, I switched from consulting to teaching Marketing Principles at the BPP University in London. It was quite a learning experience analyzing the most powerful ways of communicating a message out of the traditional business offer-client demand circle. U
By Lena Baudo
Why I Left Google to Work with Startups
After several years and roles at Google, leaving this atypical company was not an easy choice to make. Going back a "few" years to when I was a kid in France, I often felt an entrepreneurial spirit kicking in. I wanted to open my tea shop later on. At 18, eage
By Lena Baudo