Debbie Hatumale - Uy

Old-school marketing was a straight line. You ran an ad, someone clicked through to your website, they bought. Done. That's not how people buy anymore. Today it's an ecosystem – a whole network of places where people bump into your business, get to know you, and eventually decide to buy. And the more of those places you have working together, the more likely you are to make the sale. I call it the lily pad strategy. What's a lily pad? Every channel in your business is a lily pad: your...

Would you propose to someone on the first date? No. You'd be a weirdo, right? So why are so many of us asking for the sale the very first time someone meets our business? That's the whole idea behind a marketing funnel. It's not fancy, and I didn't invent it. But once you understand it, you'll stop wasting money talking to the right people at the wrong time. What is a funnel, really? Picture an upside-down triangle. The top is wide because that's where most people are – people who have never...

Cybersecurity isn't exactly the topic most small business owners jump out of bed excited to learn about. And that's precisely why Tushar built AssessEasy. "I wanted to make cybersecurity so easy that it's like ordering a coffee or grabbing a bottle of ketchup," he says with a smile. As the founder of AssessEasy, Tushar is on a mission to help small and medium-sized businesses protect themselves online without the overwhelm, jargon or enterprise-level price tag that often comes with...