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

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6 months ago

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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 Many of these businesses operate with outdated assumptions, often copying what larger competitors are doing without understanding the context or scale.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

Crypto Markets React to Fed’s Hawkish Tone as Bitcoin and Ether Retreat Amid Rate-Cut Uncertainty

Published

13 minutes ago

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November 3, 2025

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National, Vietnam, 3rd Nov 2025 – The cryptocurrency market saw sharp declines as the Federal Reserve signaled uncertainty over future rate cuts during its October policy meeting. Bitcoin (BTC) and Ether (ETH), the leading digital assets by market capitalization, both retreated following remarks from Fed Chair Jerome Powell, reflecting broader risk-off sentiment across financial markets.

The Fed reduced its benchmark interest rate by 25 basis points, as widely anticipated. However, Powell’s statement that a further rate cut in December is “not a foregone conclusion” tempered investor optimism. This cautious tone spurred immediate reactions across risk assets, with Bitcoin falling from around $116,000 to just above $110,000, while Ether slipped to near $3,900.

The declines were accompanied by a stronger U.S. dollar and rising Treasury yields, reinforcing what many analysts described as a “buy the rumor, sell the news” response to the central bank’s move.

Market Implications for New and Existing Crypto Participants

The latest developments highlight how closely cryptocurrency prices now track macroeconomic indicators and central bank policy decisions. As digital assets increasingly align with global risk sentiment, understanding monetary policy has become vital for both traders and newcomers.

For new participants, market pullbacks such as this can offer entry opportunities — but only when approached with caution and strong risk management. Many leading exchanges continue to host “new user crypto events”, including welcome bonuses, educational programmes, and trading competitions. These initiatives can provide valuable learning experiences for users exploring how to start crypto trading in a volatile market.

Key Takeaways for Traders

  1. Monitor Fed Communications — Market direction is now heavily influenced by central bank tone and policy outlook.
  2. Use Exchange Events Wisely — Treat “new user events” as opportunities to understand trading platforms and strategies, not as shortcuts to profit.
  3. Stay Focused on the Medium Term — While short-term corrections are inevitable, the broader crypto growth trajectory remains intact for disciplined investors.

BITGP Supporting Responsible Entry into Crypto Trading

As global interest in digital assets continues to expand, BITGP stands out as a platform designed to help both beginners and seasoned traders engage safely and effectively.

BITGP combines a compliance-first approach, institutional-grade security, and advanced trading infrastructure to create a trusted environment for crypto trading. Its “New User Crypto Events” — including sign-up incentives, tutorials, and trading challenges — aim to lower entry barriers while promoting education and responsible participation.

For more details, visit bitgp.com or explore the New User Events page.

Stay connected and get the latest news and announcements by following BITGP on:  

X: https://x.com/bitgpvietnam?s=21 

Conclusion

The latest pullback in Bitcoin and Ether reinforces that crypto markets are not insulated from macroeconomic developments. As the Fed maintains a cautious stance, traders should focus on strategy, education, and discipline. For those beginning their crypto journey, understanding how policy impacts price action — and engaging responsibly through regulated platforms like BITGP — can turn volatility into valuable experience.

 

Media Contact

Organization: BITGP

Contact Person: Zoey Lai

Website: https://www.bitgp.com/

Email: Send Email

City: National

Country:Vietnam

Release id:36452

Disclaimer: This press release is for informational purposes only and does not constitute financial, investment, or trading advice. Cryptocurrency markets are volatile, and readers should conduct their own research or consult a qualified advisor before making any investment decisions.

The post Crypto Markets React to Fed’s Hawkish Tone as Bitcoin and Ether Retreat Amid Rate-Cut Uncertainty 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

BW Movers: A Profile of Professional Moving and Relocation in South Africa

Published

13 minutes ago

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November 3, 2025

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BW Movers is a South African-based moving and relocation company specializing in household, business, and specialized item relocations. With a commitment to operational transparency, care, and effective client communication, the company emphasizes professionalism through meticulous planning, skilled staff, and a focus on community engagement and environmental awareness.

Johannesburg, Gauteng, South Africa, 3rd Nov 2025 – BW Movers, based in Meyerton, Gauteng, stands as a prominent force within South Africa’s relocation sector, recognized for a meticulous approach to both residential and commercial moves. The company’s origin lies in understanding the nuanced needs of local households and enterprises, establishing itself as a reliable partner through consistency, discretion, and transparent engagement across its operations. Professionalism is a central tenet conditioning every aspect of the business, from the company’s careful recruitment practices to its commitment to skill development and training.

BW Movers’ team operates under a management philosophy that prioritizes collaboration and ongoing training as essential elements of its corporate culture. The operational infrastructure is equipped with vehicles that undergo regular maintenance, while staff members are proficient in the specialized packing, safe handling, and secure transportation of a diverse range of property types. Each relocation is approached as a bespoke project, with logistical planning and client requirements at the forefront, minimizing risks and supporting seamless transitions for clients from all walks of life.

Moving projects are initiated with a comprehensive logistical assessment and scheduling process, accommodating the demands of site accessibility, routing, and client timelines. Every phase, from packing to transport and delivery, incorporates best-practice safety protocols and quality assurance. BW Movers views communication as fundamental to successful relocation, implementing a system of continuous updates before, during, and after the process. Comprehensive documentation—ranging from detailed inventories to condition checks—underpins the reliability of each move, enhancing client trust and fostering accountability.

The company places significant emphasis on community engagement and sustainable practices. Whenever possible, it incorporates recyclable materials into its packaging processes and takes steps to reduce waste. Community outreach and meaningful local involvement further demonstrate BW Movers’ sense of responsibility to the broader region where it operates. These efforts are not isolated, but form part of a larger company vision that seeks to align commercial success with social and environmental stewardship.

Adherence to stringent compliance standards is evidenced through up-to-date certification, insurance, and strict observance of national and local regulations. Staff undergo continuous education, emphasizing health, safety, and industry standards. Regular fleet checks ensure that vehicles remain roadworthy and aligned with operational safety requirements. In this way, integrity remains not just an abstract principle but a functional reality influencing every decision.

BW Movers’ scope of services extends from household removals—including both local and long-distance projects—to complex commercial, office, and specialty moves. The company’s portfolio demonstrates diverse logistical capacity, managing valuable, confidential, or fragile goods with equal expertise. Attention to detail is evident in each packing strategy and the protective measures designed for sensitive items like electronics, antiques, and specialty furniture. Whether relocating a small apartment, a family home, or an entire corporate office, the company applies the same standards of care and efficiency.

Reputation in the market is built upon a pattern of reliability, expert handling, and consistent delivery. Many clients express their appreciation for the company’s careful attention to their property, transparent communication, and thorough planning. Repeat business and client referrals repeatedly underscore the enduring impact of these values on customer satisfaction, as attested to in public feedback and testimonials.

Looking ahead, BW Movers envisions continuing its growth through the adoption of advanced technologies to streamline move management, enhance service efficiency, and improve real-time communication with clients. Internal staff development remains a strategic priority, with the organization believing that its people are the cornerstone of all progress. Technological upgrades will support route optimization, resource tracking, and service customization, ensuring adaptability in response to evolving market demands.

Operational philosophy at BW Movers entails viewing every move as a unique blend of logistical and emotional considerations. Teams are trained to balance the objective elements of moving with sensitivity to client circumstances—ensuring both organizational excellence and empathy remain central to service delivery. Rigorous protocols guide every stage of the move, while flexibility is built in to accommodate specific needs, urgent relocations, or complex, multi-site projects.

Commitment to transparency is further demonstrated through solicitation and incorporation of client feedback. This practice is not only a means for continuous improvement but also a testament to the high level of value placed on client input and experience. BW Movers seeks to form lasting relationships, not transactional engagements, with clients—allowing for constructive dialogue and trust-building over multiple moves.

Throughout its operations, BW Movers has maintained a forward-oriented outlook, aiming to achieve sustainable growth, broaden its regional footprint, and cultivate resilience amid changing industry conditions. Its approach to risk management is proactive, incorporating technological solutions and best international practices as benchmarks for continuous enhancement.

The company’s role within the local and national economy continues to expand as it builds partnerships, undertakes new projects, and deepens its contributions to the community. Its visible involvement in regional initiatives, combined with responsible environmental practices, cements its standing as not just a mover of property but as a conscientious actor within the broader South African landscape.

BW Movers’ staff recognize the personal and financial significance of every move entrusted to them, operating with a sense of accountability that echoes throughout the organization. Management holds itself to the highest standards in all respects—business ethics, operational safety, client privacy, and care for employee well-being. These priorities define the organizational identity and set benchmarks for the future trajectory of the business.

Through grounded leadership, a skilled workforce, and dedication to service, BW Movers persists as a trusted presence in South Africa’s relocation sector. The company’s sustained investment in people, process, and community ensures that each move—however simple or complex—benefits from professional attention, transparent communication, and ethical management. Clients continue to recommend BW Movers to friends and associates, citing reliability, expertise, and a genuine commitment to exceeding expectations as hallmarks of every engagement.

For further information, inquiries, or move bookings, BW Movers may be contacted through:
Contact Name: Bibi Burness
Phone: +27 82 321 6520 or +27 72 985 0420
Email: bibi@bwproductions.co.za
Physical Address: 52 The Avenue, Henley on Klip, Meyerton, Gauteng, 1961, South Africa
Website: https://bwmovers.co.za/

Media Contact

Organization: BW Movers

Contact Person: Bibi Burness

Website: https://bwmovers.co.za/

Email: Send Email

Contact Number: +27823216520

City: Johannesburg

State: Gauteng

Country:South Africa

Release id:36467

The post BW Movers: A Profile of Professional Moving and Relocation in South Africa 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

Cardenas Auctions Surpasses $500K in Total Sales

Published

43 minutes ago

on

November 3, 2025

By

Miami, Florida, United States, 3rd Nov 2025 – Cardenas Auctions, a rapidly growing Miami-based auction house specializing in fine art, historic memorabilia, and collectibles, has surpassed $500,000 in total sales since launching in 2024. In just eleven auctions, the company has established itself as one of the fastest-emerging independent auction houses in the United States, drawing consignments and bidders from around the world.

Founded by Evelin Cardenas, the company has quickly become recognized for its blend of digital marketing innovation and expert-curated sales. Cardenas Auctions regularly features high-profile lots spanning fine art, pop culture, space exploration, and historic memorabilia.

Albert Einstein – Handwritten Scientific Manuscript
Relativity Theory with Mathematical Equations
Sold May 19, 2025 – $6,000 + 28% BP

“Cardenas Auctions understands the marketplace and what it takes to succeed in this business,” said Evelin Cardenas, Founder and Director. “Our approach combines transparency, efficiency, and reach — we focus on delivering strong results for consignors while keeping the experience simple and accessible for bidders everywhere.”
 

Exceptionally well-preserved baseball signed by baseball legend Babe Ruth, authenticated by PSA. Sold March 5, 2025 for $14,000 + 28% BP.
 

Cardenas Auctions’ continued growth is powered by its focus on digital marketing and streamlined online sales, using technology to reach global collectors while maintaining personalized service. The company’s emphasis on high-quality presentation, accurate descriptions, and responsive communication has earned it a reputation for reliability and professionalism among both consignors and buyers.

One recent bidder shared, “The auction process went well with me winning the item. Communication about payment, shipping, and delivery went very well. The item was as described in the listing. Andrew was friendly and helpful during the entire process. I will continue to bid on their items and recommend that you do the same.”

 

 

Early NASA Gemini-era space suit component labeled “GCL-4C-22,” an exceptionally rare artifact from the U.S. space program’s prototype development phase. Sold July 13, 2025 for $20,000 + 28% BP.
 

With its next auction scheduled for December 2025, Cardenas Auctions plans to continue expanding its categories and introducing new collectors to the online bidding experience. The company’s mission remains clear: to make the auction world easier to understand, accessible to all, and powered by integrity.

About Cardenas Auctions

Founded in 2024, Cardenas Auctions is a Miami-based auction house specializing in fine art, sports memorabilia, and historic collectibles. The company has quickly become known for combining modern digital strategies with traditional expertise to deliver exceptional results and a seamless online bidding experience.
 

Media Contact

Organization: Cardenas Auctions

Contact Person: Evelin Cardenas

Website: https://cardenasauctions.com

Email: Send Email

Contact Number: +19547321565

Address:382 NE 191st

Address 2: St #204873

City: Miami

State: Florida

Country:United States

Release id:36457

The post Cardenas Auctions Surpasses $500K in Total Sales 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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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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