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Why Most Mid-Market Companies Fail at Marketing—And How to Fix It

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Marketing Strategist Joseph Upton Offers a Bold Diagnosis and a Clear Path Forward for Businesses Between $1M and $100M

Chicago, IL, 7th May 2025, ZEX PR WIRE, According to Chicago-based marketing expert Joseph Upton, most mid-sized businesses are getting marketing wrong—and it’s costing them growth, customers, and long-term brand value. With 14 years of hands-on experience advising companies in the $1 million to $100 million revenue range, Upton says the issue isn’t lack of talent, technology, or even budget. The real culprit? A broken mindset around marketing itself.

“Too many companies in the mid-market treat marketing like a series of disconnected tactics,” Upton explains. “They invest in paid ads, redesign their website, or start posting on social media—without a clear strategy guiding those actions. It’s like building a house without a blueprint.”

This opinion, though provocative, is backed by Upton’s extensive track record as a growth advisor to founders, CEOs, and investors. Formerly Chief Growth Officer at a private equity-backed firm, Upton now runs a portfolio of ventures focused on marketing strategy and advisory services. His insights are grounded in hundreds of engagements across both B2B and B2C markets.

The Mid-Market Marketing Trap: Why It’s So Easy to Get It Wrong

Mid-market companies face a unique challenge: they’re too big to operate on hustle alone, but often not big enough to attract the kind of senior marketing leadership or strategy resources available at enterprise level.

“The result is what I call ‘Frankenstein marketing,’” Upton says. “You’ve got a patchwork of efforts—an agency running ads, someone in-house doing emails, maybe a freelancer on social media—but no unifying strategy that ties it all to business outcomes.”

This scattered approach leads to what Upton refers to as “activity without impact”—a high volume of marketing work that delivers low ROI and unclear metrics. Many of these businesses operate with outdated assumptions, often copying what larger competitors are doing without understanding the context or scale.

The Four Key Symptoms of a Broken Marketing Strategy

According to Upton, there are four key symptoms that indicate a marketing strategy is not working as it should for mid-market companies:

  1. Tactic-Driven Marketing Instead of Strategy-Driven Marketing

     “Marketing is not a set of isolated tasks. If your marketing plan consists of a list of tactics—like ‘run ads,’ ‘send emails,’ ‘post on social media’—you’re missing the point. Strategy must come first,” Upton explains. A successful marketing plan begins with a clear understanding of the company’s goals, target audience, and how marketing will support those objectives.

  2. A Lack of Clear Customer Positioning and Narrative

     Mid-market companies often fail to articulate a compelling brand story or clear positioning. “Your brand’s message should answer two important questions: Who is it for, and why should they care? Without a compelling narrative, even the best tactical campaigns will fall flat,” says Upton.

  3. Silos Within Teams and Vendors

     Another symptom of a broken strategy is the siloing of marketing efforts. When different vendors, agencies, or departments operate independently, it results in disjointed messaging, inconsistent execution, and missed opportunities for cross-collaboration. “Marketing should be a seamless operation, with clear communication between all players,” Upton advises.

  4. Misaligned Metrics

     The fourth red flag for Upton is a mismatch between the marketing team’s focus and the company’s core business goals. “If your marketing team is focused on vanity metrics like impressions, clicks, or likes, but your CEO cares about revenue and leads, you have a problem,” Upton warns. Metrics should always be tied directly to business outcomes, ensuring that every marketing dollar spent contributes to the company’s growth.

The Problem with Viewing Marketing as a Cost, Not an Investment

At the heart of the issue, Upton believes, is a widespread misconception about the role of marketing within mid-market companies. Too many business leaders see marketing as a discretionary cost rather than a critical growth lever.

“Marketing isn’t an expense—it’s an investment,” Upton says. “But it’s only an investment if approached with the same strategic thinking that goes into decisions about hiring, capital, or operations. Marketing has to be treated as a growth engine, not as a department that simply makes ads or sends out emails.”

To illustrate this point, Upton draws a parallel to other core business functions. “If you think about it, CFOs don’t just oversee finance—they guide investment strategy. Similarly, COOs don’t just handle logistics—they’re responsible for optimizing operations for long-term efficiency. Marketing needs the same level of strategic depth and clarity. It’s not just about running campaigns—it’s about creating lasting brand equity and driving revenue growth.”

Upton’s Proven Framework: Strategic Marketing That Actually Works

So, how can mid-market companies break free from the “Frankenstein marketing” trap and build a strategy that leads to real business growth? Upton offers a five-step framework to help businesses of all sizes implement strategic marketing that actually works:

  1. Positioning First

     Upton emphasizes that positioning is the cornerstone of any marketing strategy. “The first question every business needs to answer is: Who are we for, and what makes us different? Don’t move forward with any marketing campaign until you’ve nailed down your position in the market.”

  2. Set Clear, Actionable Strategic Goals

     Clear goals are essential to ensuring that marketing efforts support the broader business objectives. These goals should include revenue targets, brand positioning goals, and customer acquisition objectives. “Everything marketing does should be aligned with the bigger business goals,” Upton advises.

  3. Create Message-Market Fit

     The key to a successful marketing campaign is ensuring that your messaging resonates deeply with your target audience. Upton stresses that message-market fit is not just about delivering the right message—it’s about ensuring that message directly addresses the real needs and challenges of your audience.

  4. Integrated Marketing Execution

     Marketing should not be a fragmented collection of tactics. Upton’s framework emphasizes integration across all marketing activities. “Break down the silos between in-house teams, agencies, and consultants. Marketing is a system, not a collection of isolated parts,” he says. Unified execution leads to a more powerful and cohesive brand presence.

  5. Measure What Matters

     Finally, Upton stresses the importance of measurement. “Without clear metrics, there’s no way to know what’s working and what’s not. Every marketing activity should be measurable, and that data should inform future decisions,” Upton says. This approach allows businesses to optimize campaigns in real-time and make informed decisions about resource allocation.

The Bottom Line: Don’t Wait Until It’s Too Late

Upton concludes with a call to action for mid-market business leaders: “The best time to build a strategic marketing function is before you need it. Don’t wait until your revenue growth plateaus or your competition outpaces you. By then, it’s too late to catch up.”

Marketing isn’t a one-time investment or a series of random campaigns—it’s a process that requires constant refinement, adaptation, and commitment. By adopting the right mindset and applying strategic principles, mid-market companies can avoid the common pitfalls and create a marketing engine that drives both short-term wins and long-term growth.

About Joseph Upton

Joseph Upton is a strategic marketing consultant based in Chicago with 14 years of experience helping mid-market companies accelerate growth and build strong, lasting brands. His firm works with startups, private equity-backed ventures, and established businesses, offering marketing strategy, growth consulting, and advisory services. Upton’s expertise spans B2B and B2C sectors, and he is recognized for helping businesses scale efficiently and effectively.

He resides in Chicago with his wife Emily, a UX designer, and their two children. Outside of his work, Upton enjoys photography, travel, and immersing himself in new cultures around the world.

Media Contact:
Upton Marketing Consultancy
Marketing Consultant and Growth Partner
www.josephupton.com
316 N Blue Island Ave, Chicago, IL 60607, United States

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Press Release

Groundbreaking Book Empowers Women’s Health and Well-being

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53 minutes ago

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May 9, 2025

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New Release: Unleash The Mysteries of Female Wellness Offers a Revolutionary Guide to Women’s Health and Empowerment

Dr. Mike, a leading advocate for women’s health and wellness, announces the launch of Unleash The Mysteries of Female Wellness, a compelling new book that provides a medically grounded approach to understanding and enhancing women’s health. Designed as a trusted guide, the book empowers women and supports healthcare professionals in addressing aspects of women’s wellness that are often misunderstood or overlooked.

Drawing on the latest research in gynecology and regenerative medicine, the book demystifies key aspects of female wellness. It provides accessible insights into managing women’s health across all life stages, embracing new medical technologies to address health conditions and optimize overall well-being. Through its evidence-based approach, Unleash The Mysteries of Female Wellness promotes informed conversations around women’s health, aging, and the evolving dynamics of personal well-being.

A Holistic Guide for Women’s Health Professionals

“This book is a call to knowledge, healing, and empowerment,” says Dr. Mike. “Many women endure health challenges silently due to aging, medical conditions, or lack of awareness—Unleash The Mysteries of Female Wellness changes that narrative. Women’s health is not only vital but resilient, and with the right guidance and support, it can flourish at every stage of life.”

The book serves as a professional development tool for:

  • Medical practitioners, who play a critical role in women’s health and wellness.
  • Health professionals, who guide clients through body-awareness, relationship dynamics, and personal healing.
  • Educators and wellness coaches, seeking evidence-based frameworks for empowering women through knowledge and proactive wellness strategies.

Key Themes and Practical Insights

Unleash The Mysteries of Female Wellness explores essential themes, including:

  • Understanding women’s health through a clinical lens
  • Addressing disparities in health awareness and proactive care
  • Tools and therapies to support women’s health in aging or post-illness recovery
  • Empowering communication between patients and healthcare professionals
  • Bridging emotional, mental, and physical well-being

This comprehensive guide not only educates but inspires proactive health management for women of all ages.

About the Author

Dr. Mike is a procedural medical practitioner specializing in regenerative medicine and women’s health. His books draw on decades of experience, modern science, and practical applications. He holds advanced certifications in laser and regenerative techniques, endorsed by the American Board of Cosmetic Gynecology Surgery, focusing on women’s health and rejuvenation.

He has extensively worked on tissue regeneration and wellness therapies under the mentorship of Dr. Charles Runels and the Cellular Medicine Association of America. With endorsements from the International Society of Sexual Medicine (ISSM) and the European Society of Aesthetic Gynecology (ISAG), Dr. Mike’s expertise ensures that every page of his books delivers actionable insights.

Dr. Mike is a Fellow of the Cosmetic College of Australasia in Laser Medicine and the Royal Australian College of General Practitioners, with a focus on women’s health and regenerative treatments. His expertise in innovative health therapies provides readers with insights into the latest advancements in wellness and modern medicine.

Availability

The book is available in print and digital formats through major online platforms, including Amazon and leading bookstores. For more information, visit Website.

Media Contact

Organization: Unleash the Mysteries of Female Orgasms

Contact Person: Dr Mike Shenouda

Website: https://unleashfemaleorgasm.com/

Email: Send Email

Contact Number: +61411122229

Address:Sydney, Australia

Country:Australia

Release id:27491

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Groundbreaking Book Empowers Women’s Health and Well-being

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Press Release

DeriW Dominates Token2049 Dubai with Gasless, 80K TPS Perpetual DEX

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1 hour ago

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May 9, 2025

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At Token2049 Dubai, DeriW, CoinW’s gasless perpetual DEX, showcased its cutting-edge platform delivering 80,000 TPS and institutional-grade security. The event highlighted DeriW’s rapid growth, with over 110,000 traders and $1.6 trillion in testnet volume, positioning it as a leading decentralized trading solution poised for global expansion.

 

As the global blockchain community gathered in Dubai for Token2049, DeriW, the flagship perpetual DEX developed by CoinW, made a commanding impression across the city’s most prestigious Web3 gatherings. From high-traffic booths to elite networking events, DeriW showcased its cutting-edge platform designed to deliver zero gas fees, lightning-fast execution at 80,000 TPS, and institutional-grade security—redefining the decentralized trading experience.

Throughout the week, DeriW reinforced its role as a catalyst in the evolution of DeFi, offering CEX-level speed, a frictionless UX, and an extensive range of tradable assets. For both retail traders and institutional players, DeriW is positioning itself as the go-to platform for seamless and efficient perpetual trading.

Token2049 Main Event — A Hub of Influence and Opportunity

Co-exhibiting with CoinW at booths 67–70 in Madinat Jumeirah—Token2049’s most frequented venue—DeriW attracted waves of traffic from crypto enthusiasts, developers, and high-volume traders. The DeriW team engaged in meaningful discussions with both new users and long-time followers of the platform.

Prominent Key Opinion Leaders (KOLs) including William Grazioli, Carol Saab, and Murtuza J were among the industry veterans who visited the booth, offering valuable insights and reaffirming DeriW’s growing influence in the perpetual trading space. Their feedback, coupled with that of the broader community, is actively shaping DeriW’s product evolution and strategic direction.

The event also served as a live demonstration space where traders could experience DeriW’s powerful trading environment first-hand. With its intuitive interface and deep liquidity pools, DeriW left a lasting impression as a high-performance alternative to legacy DEX platforms.

 

 

Tomorrow’s Token by CoinW — Igniting Future Collaborations

Held on April 28th, CoinW’s Tomorrow’s Token event brought together emerging innovators, top-tier KOLs, and Web3 founders in one of Dubai’s premier networking spaces. DeriW used this opportunity to initiate impactful conversations on DeFi accessibility, trading incentives, and the future of zero-gas perpetuals as well as engage with key KOLs in the local region. Key Speakers included Dr Marwan AlZarouni from Dubai Blockchain Center, Zaher El Orm from the DMCC Crypto Center who have influenced the growth of Crypto Adoption locally, as well as speakers from renowned projects like Hacken, AWS, Certik and others who shared industry insights.

These meetings laid the groundwork for upcoming integrations, co-marketing campaigns, and ecosystem partnerships, each aligned with DeriW’s mission to deliver world-class DeFi trading infrastructure.

Royal Night with Legends — A Night of Celebration and Connection

Capping off a milestone week, DeriW participated in Royal Night with Legends on May 1st at the exclusive Nobu by the Beach in the Royal Atlantis Hotel—a venue recognized among the UAE’s most sought-after destinations. Hosted by CoinW, the evening was an overwhelming success, bringing together an elite mix of builders, innovators, and community thought leaders in a relaxed yet vibrant setting.

It was a celebration not only of progress, but also of partnership and shared vision. The DeriW team deepened relationships with partners and collaborators, setting the stage for future joint campaigns and growth opportunities in key markets.

What’s Next: Global Scaling in Sight

Token2049 Dubai was more than just a showcase—it was a strategic milestone in DeriW’s global expansion journey. As the team prepares for the next phase of its Mainnet rollout, insights from traders, influencers, and ecosystem partners will directly shape platform enhancements, including deeper liquidity offerings, refined UI/UX upgrades, and more advanced trading tools.

DeriW continues to demonstrate strong momentum during its testnet phase. To date, the platform, backed by CoinW’s infrastructure and expertise, has attracted over 110,000 traders, recorded more than $1.6 trillion in total trading volume, and secured over $15 billion in Total Value Locked (TVL)—a testament to the growing demand for scalable, gasless, and high-performance decentralized trading platforms.

We extend our deepest thanks to everyone who visited our booth, participated in our events, and contributed to our continued growth. For those who missed us in Dubai—stay tuned. DeriW is just getting started, and a new era of decentralized trading is on the horizon.

About DeriW     

DeriW is the first zero-gas-fee decentralized perpetual contract exchange, blending Ethereum’s security with Layer 3 scalability to deliver CEX-like efficiency in a decentralized framework. Operated by CoinW’s seasoned fintech team, it redefines trading with 80,000 TPS throughput, ensuring speed, transparency, and trustless execution.  

To learn more about DeriW, you can visit the website, and follow DeriW’s X Account, and Telegram Group. 

Media Contact

Organization: DeriW

Contact Person: Coco

Website: https://www.deriw.com/

Email: Send Email

Country:Malaysia

Release id:27574

The post DeriW Dominates Token2049 Dubai with Gasless, 80K TPS Perpetual DEX appeared first on King Newswire. This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release. If you have any complaints or copyright concerns related to this article, please contact the company listed in the ‘Media Contact’ section

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Press Release

Avant-Garde Salon and Spa Sets a New Standard in Beauty Services in Miami

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1 hour ago

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May 9, 2025

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United States, 9th May 2025 – Avant-Garde Salon and Spa, a cornerstone of beauty and self-care in the heart of Coral Gables, is redefining the Miami hair salon experience with a fresh blend of creativity, luxury, and personalized care. As a go-to destination for locals and celebrities alike, Avant-Garde is proud to offer some of the best hair services in the city, specializing in custom color, precision cuts, and top-tier hair extensions.

Known for its exceptional service and high-end atmosphere, Avant-Garde Salon and Spa brings decades of expertise to the table. Whether you’re looking for a full makeover, a glamorous blowout, or natural-looking hair extensions in Miami, the salon’s award-winning team of stylists is ready to deliver stunning results tailored to your style and personality.

“We believe every client deserves to feel beautiful, confident, and cared for,” says Myriam Diaz, owner of Avant-Garde. “Our mission is to combine innovation and artistry in a relaxing, luxury environment. Whether you’re here for a quick trim or a total transformation, you’ll leave feeling like the best version of yourself.”

Avant-Garde’s specialization in hair extensions makes it a standout hair salon in Miami. Using only premium-quality extensions, the salon offers various options such as tape-ins, keratin bonds, and hand-tied wefts—all applied with expert technique for a seamless, natural finish.

In addition to hair services, the salon also features skincare treatments, makeup artistry, and bridal beauty packages, creating a one-stop destination for beauty lovers across Miami.

With a loyal clientele and hundreds of glowing reviews, Avant-Garde Salon and Spa continues to raise the bar for luxury salon experiences in South Florida. Appointments are available now and can be booked online at www.avantgardesalonandspa.com.

About Avant-Garde Salon and Spa:
Located in Coral Gables, Avant-Garde Salon and Spa is a premier Miami hair salon offering a full range of hair, makeup, and spa services. With a talented team of professionals, the salon is dedicated to delivering beauty experiences that inspire confidence and elegance.

Media Contact:
Avant-Garde Salon and Spa
Phone: (305) 442-8136
Website: https://avantgardesalonandspa.com 

Media Contact

Organization: Avant Grade Salon and SPA

Contact Person: Avant Grade Salon and SPA

Website: https://avantgardesalonandspa.com

Email: Send Email

Country:United States

Release id:27577

View source version on King Newswire:
Avant-Garde Salon and Spa Sets a New Standard in Beauty Services in Miami

This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release.

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