Mark Evans

Host at Marketing Spark (The B2B Marketing Podcast)

- 3x Book Author - Podcaster - Ex-journalist - Hockey & Tennis Fanatic

Articles

Enhancing creativity with domain-specific design heuristics for digital product innovation

1 month ago | tandfonline.com | Hua Dong |Mark Evans |Xiaoneng Jin

AbstractA key challenge for product designers is the generation of creative ideas that meet the functional and usability requirements of clients and users. This challenge has been further compounded by the opportunities arising from the integration of digital technologies. To enhance creativity in design practice, we proposed a domain-specific DHS, supported by a novel framework, to specifically aid the concept generation phase.
The Tooth, the Tale, and the Takeaway: The Power of Storytelling in Marketing

Jan 16, 2025 | marketingspark.co | Mark Evans

About a month ago, I lost a tooth. How? That depends on which version of the story you’d like to hear. Version one: I’m in a bar with my buddies, talking sports, minding my own business, when a beer is knocked over by someone who had too much to drink. Words are exchanged, shoves are traded, and fists fly. If you think I looked bad, you should’ve seen the other guy!Version two: I’m playing hockey (ice, not field!), my life-long passion.
My B2B Marketing Wish-List for 2025

Dec 9, 2024 | marketingspark.co | Mark Evans

As we look toward 2025, it’s clear that marketing must evolve to stay relevant and impactful. Businesses face a rapidly changing landscape where generic approaches no longer cut it. Here’s my marketing wish list (some of it is wishful thinking!) that addresses key areas where companies can do better to engage audiences, differentiate their brands, and drive meaningful results.
7 Ways to Ensure Prospects Show Up for Demos

Nov 25, 2024 | marketingspark.co | Mark Evans

A “Book a demo” notification excites every SaaS team—it’s a signal of potential sales amid fierce competition. But what happens when too many of these demos requests turn into no-shows? Maybe your calendar is filled with tire kickers—people who sign up but with no intention of committing—or leads who ghost you last minute. Whatever the reason, low attendance rates can be frustrating. The good news?
Fractional CMO vs. Strategic Advisor: What’s the Difference?

Oct 9, 2024 | marketingspark.co | Mark Evans

As a CEO or entrepreneur, you know that strong marketing leadership is key to driving growth. But what happens when your business isn’t quite ready to hire a full-time Chief Marketing Officer (CMO)? You might find yourself deciding between two popular alternatives: a fractional CMO or a strategic advisor. But what’s the real difference, and how do you choose which one is right for your business? I hear this question all the time, especially from B2B SaaS leaders.
Has Intercom Gone Too Far With AI?

Oct 2, 2024 | marketingspark.co | Mark Evans

For many companies, AI is viewed as an irresistible force—a shiny, mysterious, and seductive technology that promises to revolutionize industries. But with this growing allure comes an important question: how far should companies lean into AI as a core element of their branding and differentiation strategy? One example comes from Intercom, a well-known customer service platform. Intercom has aggressively repositioned itself with a new AI-first narrative. But is this the right approach?
The Dog-Powered Content Creation Hack: How Walking My Dog Generate Content Ideas

Sep 26, 2024 | marketingspark.co | Mark Evans

Sometimes the best ideas come when you’re not sitting at your desk, staring at a blank screen. As marketers, we spend so much time thinking about strategies, keywords, and content calendars that it can feel like a grind. But what if I told you that some of my best content ideas come from… walking my dog? Yes, you read that right. Let me introduce you to a concept I’ve embraced — dog-powered content (or more specifically, dog walking-powered content).
How Barefoot Wine Mastered Brand Positioning and Customer Research to Capture a Market Gap

Sep 25, 2024 | linkedin.com | Mark Evans

Every great entrepreneurial story has a moment when everything just clicks—a realization that you're on to something bigger than you ever imagined. For Barefoot Wine founders Michael Houlihan and Bonnie Harvey, this came from two key insights: brand positioning and customer research.
How Barefoot Wine Mastered Brand Positioning and Customer Research to Capture a Market Gap

Sep 24, 2024 | marketingspark.co | Mark Evans

Every great entrepreneurial story has a moment when everything just clicks—a realization that you’re on to something bigger than you ever imagined. For Barefoot Wine founders Michael Houlihan and Bonnie Harvey, this came from two key insights: brand positioning and customer research.
Authentic Marketing Lessons from Teddy Swims

Sep 15, 2024 | marketingspark.co | Mark Evans

Have you ever stumbled upon something that unexpectedly inspires you? That’s exactly what happened to me with Teddy Swims on TikTok. Until recently, I had never heard of Teddy Swims or listened to his music. But after stumbling upon one of his videos, it’s safe to say I’m hooked. His videos have become a quasi-obsession for me—and if you haven’t seen them yet, I highly recommend checking them out. So, what makes Teddy Swims so captivating? It’s not the glitz and glam of a high-budget production.