Show Notes: Inside the 90™ Episode #32
How the best VARs use co-op funds to build brand, credibility, and pipeline at the same time
Show Notes: Inside the 90™ Episode #31
Paid search still works, but it’s most effective as a lower-funnel channel. Learn how ABM, brand awareness, SEO, and remarketing work together to shape demand earlier and lower acquisition costs.
Successful 2026 tradeshows are won before the doors open. Learn how to plan earlier, design better booth experiences, and turn events into multi-month B2B campaigns.
Show Notes: Inside the 90™ Episode #30
From SEO to AEO: how B2B brands earn trust and visibility in the 2026 answer engine economy by optimizing for clarity, authority, and AI-driven answers.
There is a growing assumption in business today that artificial intelligence changes the rules of brand building. That speed, scale, and automation somehow outweigh clarity, conviction, and identity. This belief is understandable, but it is incomplete. AI can accelerate what already exists. It cannot compensate for a brand that does not know who it is. Authenticity has always been the winning strategy. Long before algorithms shaped distribution, the brands that endured were the ones that understood themselves deeply and acted consistently. Patagonia didn't become trusted because of content volume. Apple didn't build loyalty by being everything to everyone. Salesforce didn’t win by selling software the way everyone else had. They won because they were clear. And distinct. What People Get Wrong About Brand Authenticity Today Authenticity is often treated as a tone choice or a messaging tactic. A brand sounds human. A brand tells a story. A brand publishes values. None of that matters if it is not rooted in something real. The brands that win are not trying to appeal to everyone. They know who they are for, and just as importantly, who they are not for. Nike has never attempted to be neutral. Patagonia has never tried to be broadly convenient. That clarity creates focus. Focus creates consistency. Consistency creates trust. AI has not replaced this dynamic. It has amplified it. When content is abundant and easy to generate, the absence of a clear identity becomes obvious very quickly. Start With Your Brand’s Birthright Every strong brand begins with a reason for existing. Not a slogan. Not a mission statement written for a pitch deck. A genuine answer to a simple question: why do we exist at all? This is your brand’s birthright. It is the underlying problem you were created to solve and the belief that originally justified your presence in the market. Patagonia’s environmental stance did not emerge from a campaign. It came from why the company was founded in the first place. That origin continues to guide decisions decades later. When this foundation is unclear, everything built on top of it becomes fragile. AI can help you express this story faster. It cannot define it for you. Values Define Culture, Not Optics Core values are often treated as aspirational words on a wall. In reality, they are behavioral filters. They determine how decisions are made, what is rewarded, and what is tolerated. When values are real, they shape culture. When they shape culture, they shape brand behavior. That behavior is what customers ultimately experience. Brands like Southwest Airlines or Costco have built reputations not through polished storytelling, but through consistent internal behavior that customers feel over time. In an AI-driven environment, where messaging can be endlessly optimized, culture becomes the differentiator. Tools can replicate language. They cannot replicate belief. Brand Pillars Clarify What Makes You Different Most brands struggle to explain what makes them meaningfully different. Not better in generic terms, but distinct in ways that matter. Brand pillars create that clarity when they are honest. Three strengths that consistently show up in your work, your decisions, and your outcomes. Apple’s focus on design, simplicity, and user experience has remained remarkably consistent, even as its products and form factors have evolved. These pillars give structure to creativity and guardrails to AI-generated output. Without them, automation produces volume, not value. A Brand Platform Is Built From the Inside Out When a brand is clear on its birthright, lives its values, and commits to a small set of real strengths, it earns the right to make a promise. Not a tagline or a claim, but a clear expectation of what people can count on every time they engage with the brand. That promise, and the thinking behind it, is captured in a brand platform. This platform is not a marketing document. It is an operating system. It aligns how leaders lead, how employees show up, how products are built, and how decisions are made. Marketing becomes an expression of that promise, not an attempt to manufacture belief. In a world where AI can generate endless variations of content, the brands with a strong platform feel coherent. They feel intentional. And over time, they earn trust by keeping the promises they are structured to keep. Authenticity Starts With Belief, Not Messaging Trust is never built externally first. It is built internally. As I have always said, if your employees believe it, your customers will buy it. Belief cannot be automated. It cannot be manufactured through performance media or prompt engineering. It comes from alignment between what a brand says and what it does. AI will continue to reshape how brands communicate. It will not change why people trust. Six Things Your Brand Can Do Today 1. Clarify your brand’s birthright - Define, in plain language, why your brand exists beyond making money. 2. Be explicit about who you are for and who you are not for - The most authentic brands choose focus over mass appeal. 3. Identify the values your organization actually lives by - Not the aspirational ones, the observable ones. 4. Define three brand pillars you can defend under pressure - Strengths that remain true even when the market shifts. 5. Align leadership, culture, and communication around one platform - Authentic brands feel consistent because they are aligned internally. 6. Build belief internally before trying to persuade externally - Employees are your first audience, not your last channel. Authenticity is not threatened by artificial intelligence. It is exposed by it. The brands that win in this era will not be the ones generating the most content, but the ones with the clearest sense of self.
Show Notes: Inside the 90™ Episode #29
Show Notes: Inside the 90™ Episode #28
Show Notes: Inside the 90™ Episode #27
Show Notes: Inside the 90™ Episode #26
Show Notes: Inside the 90™ Episode #25
Discover how to measure B2B marketing success with multi-touch attribution, ABM insights, and metrics that prove ROI and drive smarter strategies.
Overwhelmed by launching B2B marketing? This guide walks you through the crucial first 30 days—defining your ICP, aligning with sales, choosing channels, and gaining traction fast.
Discover how carving out a ‘Clarity Break’—time away from meetings and emails—boosts leadership, decision-making, and team focus.
Discover why true B2B marketing success starts with fundamentals, not automation. Learn why mastering clarity, consistency, and customer insight matters more than chasing flashy tools and shortcuts.
Greenville, S.C. — July 1, 2025 — Wonder, a Greenville, SC-based advertising, marketing and media agency, today announced that veteran marketing and agency leader Andy Windham has joined the firm as Vice President of Account Service, where he will lead client brand and marketing strategy across the agency’s growing portfolio of B2B, real estate, and ecommerce clients. Windham brings more than 30 years of agency and marketing leadership experience to Wonder. In his new role, he will oversee client service and strategic direction for key accounts, including YourSix, AFL, and IncWorx, as well as ecommerce brands such as Woody Brand Knives. Windham began his career in Charlotte and Memphis, building a reputation for strong client leadership and strategic brand development before relocating to Greenville in 2013, where he eventually served as President of Crawford. Throughout his career, he has developed deep expertise in hospitality and tourism marketing, including overseeing the Tennessee state tourism account. “Andy’s experience and leadership elevate everything we’re building at Wonder,” said Jami Mullikin, Founder and Creative Director of Wonder. “His 30 years of agency and client leadership bring an incredible level of strategic depth for our clients. Adding Andy to the team strengthens how we guide brands and marketing strategy while allowing me to spend more time focused on creative leadership and innovation for our clients and the agency.”
Greenville, S.C. — June 30, 2025 — Wonder, a Greenville-based marketing, media, and technology company, announced it has selected Factors AI as its strategic platform partner for account-based marketing (ABM) and demand generation, expanding the agency’s ability to help B2B clients identify, target, and engage high-value accounts. The partnership allows Wonder to bring advanced account intelligence and demand generation capabilities to small and mid-sized organizations—capabilities that historically have only been accessible to large enterprise marketing teams. The decision followed an extensive evaluation led by Mark Henderson, Vice President of Media at Wonder, who conducted in-depth research and due diligence to identify a platform that could deliver enterprise-level ABM strategy without the complexity and cost traditionally associated with the category.
Long sales cycles. Complex products. Relationship-driven growth. Learn why smart B2B brands need a marketing agency that gets their world—and builds momentum every 90 days.
In B2B sales, the traditional approach has been clear-cut: marketing drives awareness and generates leads, while sales takes those leads and closes deals. But the reality is more complex. Buyers don’t move through a predictable funnel, and purchase decisions aren’t made in isolation. This is where Account-Based Marketing (ABM) changes the game. Rather than focusing on individual leads, ABM aligns sales and marketing around target accounts—companies that fit the ideal customer profile (ICP). It’s a dynamic, data-driven approach that helps teams work together to engage prospects throughout their entire buying journey. Account-Based Marketing (ABM): Not a New Idea, But a Better Execution The concept of ABM has been around for years—previously known as “Key Account Marketing.” What’s different today is the power of digital data and technology. With a combination of first-party and third-party data, advanced targeting, and personalized messaging, ABM enables teams to: Identify the right accounts with precision Engage the full buying team within each organization Deliver the right message at the right time based on where each prospect is in their decision-making process By focusing marketing efforts on accounts that sales has already prioritized, ABM ensures that resources are spent on the highest-value opportunities. Why ABM Works Better for B2B Sales 1. B2B Buying Decisions Are Made by Committees Very few B2B deals are decided by a single person. Instead, purchase decisions often involve 8 to 13 stakeholders across different roles: Initiators - those who start the buying process Researchers - team members gathering vendor options Influencers - stakeholders pushing for features they favor Decision-makers - leaders signing off on the purchase Traditional marketing often targets just one individual, but ABM engages the full buying committee, ensuring the right people receive relevant content and messaging throughout their journey. 2. ABM Uses Data and Technology to Deliver Meaningful Engagement One of ABM’s biggest advantages is its ability to meet buyers where they are—not just with broad awareness campaigns, but with targeted content tailored to their stage in the buying process. Using marketing automation, CRM data, and intent-based signals, ABM delivers messaging that speaks to the unique priorities of each stakeholder—whether they’re just starting research or narrowing down vendors. The result? Higher engagement, shorter sales cycles, and stronger conversion rates. Account-Based Marketing: A Smarter Way to Drive B2B Growth ABM isn’t about generating more leads—it’s about generating the right opportunities. By aligning sales and marketing around a focused list of high-value accounts, engaging full buying teams, and leveraging data-driven insights, ABM helps B2B companies win more deals with the right customers. If you’re ready to refine your sales and marketing strategy with ABM, let’s start the conversation. Let’s talk.
Are we a brand agency or a marketing agency? At Wonder, we’re a strategy, marketing, and media firm that helps visionary B2B brands grow. We break down the key differences between brand strategy and marketing execution, explain our Next 90™ Marketing Operating System, and share what to look for when hiring a brand agen
Strong brands start from the inside out, ensuring clarity, trust, and long-term value. Our Brand Health Assessment helps measure internal alignment across leadership, messaging, perception, and consistency. Take the free assessment to uncover strengths, identify gaps, and track your brand’s health over time.
Greenville, S.C. — February 3, 2025 — Wonder, a Greenville-based marketing, media, and technology company, announced that Hannah Sullivan has joined the firm as Digital Designer, strengthening the agency’s growing creative and digital capabilities. Prior to joining Wonder, Sullivan was the Founder of Seeded Strategies, a Greenville-based brand and marketing agency where she worked with businesses to develop brand identities and marketing strategies. Her background combines brand thinking with strong digital design, helping companies translate strategy into modern visual and digital website experiences. At Wonder, Sullivan will contribute to brand development, digital design, and marketing execution across the agency’s portfolio of B2B and growth-focused clients. Sullivan holds a Bachelor of Fine Arts in Graphic Design from the University of South Carolina.
In most organizations, marketing teams are expected to do a lot with very little. They’re often under-resourced, understaffed, and stretched thin. In these situations, every person, every penny, and every strategic priority must be planned wisely. But how do we ensure that the work we’re doing today builds momentum for desired results 18-36 months from now? At Wonder, we believe that brands are built from the inside out. If we want to market effectively tomorrow, we must first have absolute clarity on who we are today. Building from the Core The foundation of any strong brand starts with Core Values. These values define who we are, how we operate, and what we stand for. Once we’re clear on that, we can establish our Core Focus—a concept from EOS® (Entrepreneurial Operating System®) that helps businesses define their niche and target market. With our values, purpose, and vision in place, we can build out the critical elements of our brand: Brand Pillars – What makes us different and why our audience should care. Brand Personality – How we communicate and our voice and tone. Brand Promise – The commitment of value we make to our customers. This foundation is what we call the Brand Platform, and it gives us the clarity we need to move forward strategically. Marketing with a Clear Vision Once we’ve established our brand foundation, we can start looking ahead: 5-10 Year Vision – Where is the organization (brand) headed long-term? 3-Year Picture – What does success look like in the mid-term? 1-Year Marketing Activation Plan – A focused, strategic approach to marketing for the next 12 months. The Marketing Activation Plan is where strategy meets execution. It aligns 4-6 key objectives with 4-6 strategic initiatives, ensuring that marketing is leveraging its resources—time, talent, and budget—in the smartest way possible. This plan is structured over 12 months with clear quarterly priorities, keeping the team focused and accountable. The Next 90™ Marketing Operating System: A Smarter, Healthier Way to Market for the Short and Longterm Marketing isn’t about one-off campaigns or disconnected initiatives. It’s about continuous, focused action. That’s why we built the Next 90™ marketing operating system. Our process starts with the First 90™, where we onboard clients by balancing immediate marketing activities with long-term strategic planning. At the end of this phase, our clients receive a One-Year Marketing Activation Plan and a set of Next 90™ priorities—a clear roadmap of projects and initiatives to drive growth one quarter at-a-time. By aligning marketing with long-term vision and mid-term sales objectives, we ensure that every move we make today builds the future we want tomorrow. The result? Smart, strategic marketing that makes a lasting impact—with sales and marketing working together toward the same end goal. Want to learn how the Next 90™ can help your business? Let’s talk.
Changing an organization’s culture is no small task. It requires commitment, clarity, and visible proof of change. Whether you’re looking to turn around a struggling business or simply realign your team with a stronger sense of purpose, two key levers— rebranding and leadership change —can catalyze meaningful cultural transformation. For organizations running on EOS®, culture change aligns with the foundational values of Vision , Traction , and Healthy . Vision provides clarity on where you’re going and why it matters, Traction ensures you take consistent action to move forward, and Healthy focuses on building a cohesive team and culture. Together, these values set the stage for a thriving organization. Here’s how rebranding and leadership change can help reshape your culture while staying aligned with these EOS principles. Rebrand: A Visible Recommitment to Values A rebrand isn’t just a new logo or website—it’s a visible recommitment to your values. It’s a statement to employees, customers, and stakeholders that the organization is evolving, and it provides clear evidence of that change. But here’s the key: a rebrand must be authentic. If it’s simply a cosmetic update with no deeper alignment to the organization’s values, it will fall flat. Successful rebrands are built from the inside out, starting with a reassessment of your purpose, core values, and vision. At its best, a rebrand embodies the EOS concept of Vision : aligning everyone in your organization around a shared understanding of where you’re going and how you’ll get there. A rebrand signals: A recommitment to what matters most to your organization. Alignment between your internal culture and external messaging. A clear direction for where you’re headed and why it matters. Remember, marketing is an activity, but brand is an interaction. While marketing messages can evolve with trends and market demands, your brand is grounded in the values and culture that define your organization. An effective brand strategy should provide 10+ years of runway toward a clearly defined vision, ensuring consistency and building trust over time. Leadership Change: Leadership Committed to Change In any organization, culture starts at the top. When a new leader steps in—whether it’s a Visionary or Integrator in an EOS® company or a new President or CEO in a non-EOS organization—it represents a tangible commitment to change. A leadership change is one of the most visible signals that an organization is serious about transforming its culture. But for it to work, the new leader must embody the values and vision that the organization is striving for. Their actions, decisions, and communication style set the tone for the rest of the team. Here’s why leadership change works: It resets expectations. A new leader often brings a fresh perspective and an opportunity to realign the team. It inspires confidence. Employees, customers, and stakeholders see visible proof that the organization is committed to improvement. It reinforces accountability. New leadership often comes with new goals, priorities, and a recommitment to delivering on the organization’s promises. Leadership changes are deeply tied to the EOS value of Traction , as they create momentum and accountability for executing on your vision. By ensuring the new leader is aligned with your values and vision, you can build a stronger, more cohesive culture. Values-Driven Culture: The Key to a Healthy Organization At the heart of both rebranding and leadership change is a commitment to values. In EOS, Healthy is about fostering a culture of trust, transparency, and collaboration. A healthy culture ensures that your team isn’t just aligned on goals—they’re engaged and thriving as they work toward them. While marketing value propositions may ebb and flow with the market, your brand should be driven by values that rarely change. These values provide the compass for decision-making, hiring, and customer engagement, ensuring that your culture evolves in a way that stays true to who you are. When combined with a clear vision and effective brand strategy, this values-driven approach gives your organization the consistency and clarity needed to thrive to achieve even bigger, hairier, audacious goals. Does Your Culture Need to Change? If your culture needs a shift, maybe it’s time to consider a rebrand. At Wonder, we specialize in helping organizations activate their brand from the inside out—connecting their purpose, values, and vision to their culture and customer experience.
Core values are not just words on a wall—they’re the foundation of your organization’s identity, culture, and brand. When crafted thoughtfully, they guide decision-making, shape company culture, and attract the right people to the right seats on your team. But creating authentic core values that truly resonate with you
The best Visionary Brands are built from the inside out, starting with a strong foundation. EOS® (Entrepreneurial Operating System®) provides the perfect framework for laying that foundation through the Vision/Traction Organizer™ (V/TO™). By clarifying your purpose, core values, vision, and goals, you can align your te
Marketing and sales alignment is one of the biggest challenges for many businesses, yet it’s also one of the most critical components for success. A key step in bridging this gap is clearly defining what makes a lead Marketing Qualified (MQL) and ensuring it meets the criteria sales is willing to accept. When marketing
If your business is running on EOS®, you already understand the importance of clarity and alignment in your operations. One of the most powerful tools within the EOS framework is the identification and documentation of your Core Processes. These processes serve as the foundation of how your business runs, ensuring efficiency, consistency, and scalability. Creating your Core Processes can seem daunting at first, but with the right approach, it can be both insightful and empowering. At Wonder, our own journey to define and systemize our 12 Core Processes has allowed us to achieve operational clarity and deliver consistent results for our clients. Start with Two Postcards: "Sold" and "Collected Payment" Every business operates between two key moments: when a product or service is sold and when payment is collected. These two moments form the bookends of your operational workflow. Your task is to map out the high-level steps that happen between these points. This exercise doesn’t require diving into every granular detail. Instead, focus on defining the broad, high-level actions your team takes to move from "Sold" to "Collected Payment." Wonder's 12 Core Processes At Wonder, we’ve broken our business operations into 12 distinct processes. Each is a critical piece of our Proven Process, ensuring that we deliver consistent value to our clients. Here’s an overview of our Core Processes: Marketing - Positioning, generating leads, and nurturing prospects to create opportunities. Selling - Engaging prospects, defining solutions, presenting proposals, and closing deals. Onboarding - Setting up new clients with clear communication, billing, and preparation for success. Planning - Opening jobs, defining deliverables, and assigning tasks with clear milestones and timelines. Strategy - Gaining client insights, developing a creative brief, and initiating internal kickoff processes. Concepting - Generating big ideas through brainstorming, mock-ups, and client reviews to finalize creative direction. Creating - Drafting, designing, and preparing marketing materials, ensuring they meet client expectations. Producing - Finalizing deliverables, ensuring quality assurance, and delivering the finished product to the client. Closing - Wrapping up projects, archiving files, and collecting client feedback for continuous improvement. Supporting Processes Surrounding these nine core processes are three critical support areas: Growing Clients - Managing strategic planning, upselling opportunities, and maintaining long-term client relationships. Resourcing - Allocating budgets, timelines, and resources while coordinating contractor involvement. Finance - Overseeing financial onboarding, accounts receivable, accounts payable, payroll, and legal processes. These surrounding processes ensure the infrastructure is in place to support your core business functions and growth. We use a Google Slides Template and we review the Core Processes monthly with our team and reference them weekly in our L10 meetings. When we have an issue, we identify where and then align on who actually owns that step in the process. We all provide discussion and give feedback, but the buck stops with the owner of that specific process. Here’s what our Core Processes look like today:
Show Notes: Inside the 90™ Episode #32
How the best VARs use co-op funds to build brand, credibility, and pipeline at the same time
Show Notes: Inside the 90™ Episode #31
Paid search still works, but it’s most effective as a lower-funnel channel. Learn how ABM, brand awareness, SEO, and remarketing work together to shape demand earlier and lower acquisition costs.
Successful 2026 tradeshows are won before the doors open. Learn how to plan earlier, design better booth experiences, and turn events into multi-month B2B campaigns.
Show Notes: Inside the 90™ Episode #30
From SEO to AEO: how B2B brands earn trust and visibility in the 2026 answer engine economy by optimizing for clarity, authority, and AI-driven answers.
There is a growing assumption in business today that artificial intelligence changes the rules of brand building. That speed, scale, and automation somehow outweigh clarity, conviction, and identity. This belief is understandable, but it is incomplete. AI can accelerate what already exists. It cannot compensate for a brand that does not know who it is. Authenticity has always been the winning strategy. Long before algorithms shaped distribution, the brands that endured were the ones that understood themselves deeply and acted consistently. Patagonia didn't become trusted because of content volume. Apple didn't build loyalty by being everything to everyone. Salesforce didn’t win by selling software the way everyone else had. They won because they were clear. And distinct. What People Get Wrong About Brand Authenticity Today Authenticity is often treated as a tone choice or a messaging tactic. A brand sounds human. A brand tells a story. A brand publishes values. None of that matters if it is not rooted in something real. The brands that win are not trying to appeal to everyone. They know who they are for, and just as importantly, who they are not for. Nike has never attempted to be neutral. Patagonia has never tried to be broadly convenient. That clarity creates focus. Focus creates consistency. Consistency creates trust. AI has not replaced this dynamic. It has amplified it. When content is abundant and easy to generate, the absence of a clear identity becomes obvious very quickly. Start With Your Brand’s Birthright Every strong brand begins with a reason for existing. Not a slogan. Not a mission statement written for a pitch deck. A genuine answer to a simple question: why do we exist at all? This is your brand’s birthright. It is the underlying problem you were created to solve and the belief that originally justified your presence in the market. Patagonia’s environmental stance did not emerge from a campaign. It came from why the company was founded in the first place. That origin continues to guide decisions decades later. When this foundation is unclear, everything built on top of it becomes fragile. AI can help you express this story faster. It cannot define it for you. Values Define Culture, Not Optics Core values are often treated as aspirational words on a wall. In reality, they are behavioral filters. They determine how decisions are made, what is rewarded, and what is tolerated. When values are real, they shape culture. When they shape culture, they shape brand behavior. That behavior is what customers ultimately experience. Brands like Southwest Airlines or Costco have built reputations not through polished storytelling, but through consistent internal behavior that customers feel over time. In an AI-driven environment, where messaging can be endlessly optimized, culture becomes the differentiator. Tools can replicate language. They cannot replicate belief. Brand Pillars Clarify What Makes You Different Most brands struggle to explain what makes them meaningfully different. Not better in generic terms, but distinct in ways that matter. Brand pillars create that clarity when they are honest. Three strengths that consistently show up in your work, your decisions, and your outcomes. Apple’s focus on design, simplicity, and user experience has remained remarkably consistent, even as its products and form factors have evolved. These pillars give structure to creativity and guardrails to AI-generated output. Without them, automation produces volume, not value. A Brand Platform Is Built From the Inside Out When a brand is clear on its birthright, lives its values, and commits to a small set of real strengths, it earns the right to make a promise. Not a tagline or a claim, but a clear expectation of what people can count on every time they engage with the brand. That promise, and the thinking behind it, is captured in a brand platform. This platform is not a marketing document. It is an operating system. It aligns how leaders lead, how employees show up, how products are built, and how decisions are made. Marketing becomes an expression of that promise, not an attempt to manufacture belief. In a world where AI can generate endless variations of content, the brands with a strong platform feel coherent. They feel intentional. And over time, they earn trust by keeping the promises they are structured to keep. Authenticity Starts With Belief, Not Messaging Trust is never built externally first. It is built internally. As I have always said, if your employees believe it, your customers will buy it. Belief cannot be automated. It cannot be manufactured through performance media or prompt engineering. It comes from alignment between what a brand says and what it does. AI will continue to reshape how brands communicate. It will not change why people trust. Six Things Your Brand Can Do Today 1. Clarify your brand’s birthright - Define, in plain language, why your brand exists beyond making money. 2. Be explicit about who you are for and who you are not for - The most authentic brands choose focus over mass appeal. 3. Identify the values your organization actually lives by - Not the aspirational ones, the observable ones. 4. Define three brand pillars you can defend under pressure - Strengths that remain true even when the market shifts. 5. Align leadership, culture, and communication around one platform - Authentic brands feel consistent because they are aligned internally. 6. Build belief internally before trying to persuade externally - Employees are your first audience, not your last channel. Authenticity is not threatened by artificial intelligence. It is exposed by it. The brands that win in this era will not be the ones generating the most content, but the ones with the clearest sense of self.
Show Notes: Inside the 90™ Episode #29
Show Notes: Inside the 90™ Episode #28
Show Notes: Inside the 90™ Episode #27
Show Notes: Inside the 90™ Episode #26
Show Notes: Inside the 90™ Episode #25
Discover how to measure B2B marketing success with multi-touch attribution, ABM insights, and metrics that prove ROI and drive smarter strategies.
Overwhelmed by launching B2B marketing? This guide walks you through the crucial first 30 days—defining your ICP, aligning with sales, choosing channels, and gaining traction fast.
Discover how carving out a ‘Clarity Break’—time away from meetings and emails—boosts leadership, decision-making, and team focus.
Discover why true B2B marketing success starts with fundamentals, not automation. Learn why mastering clarity, consistency, and customer insight matters more than chasing flashy tools and shortcuts.
Greenville, S.C. — July 1, 2025 — Wonder, a Greenville, SC-based advertising, marketing and media agency, today announced that veteran marketing and agency leader Andy Windham has joined the firm as Vice President of Account Service, where he will lead client brand and marketing strategy across the agency’s growing portfolio of B2B, real estate, and ecommerce clients. Windham brings more than 30 years of agency and marketing leadership experience to Wonder. In his new role, he will oversee client service and strategic direction for key accounts, including YourSix, AFL, and IncWorx, as well as ecommerce brands such as Woody Brand Knives. Windham began his career in Charlotte and Memphis, building a reputation for strong client leadership and strategic brand development before relocating to Greenville in 2013, where he eventually served as President of Crawford. Throughout his career, he has developed deep expertise in hospitality and tourism marketing, including overseeing the Tennessee state tourism account. “Andy’s experience and leadership elevate everything we’re building at Wonder,” said Jami Mullikin, Founder and Creative Director of Wonder. “His 30 years of agency and client leadership bring an incredible level of strategic depth for our clients. Adding Andy to the team strengthens how we guide brands and marketing strategy while allowing me to spend more time focused on creative leadership and innovation for our clients and the agency.”
Greenville, S.C. — June 30, 2025 — Wonder, a Greenville-based marketing, media, and technology company, announced it has selected Factors AI as its strategic platform partner for account-based marketing (ABM) and demand generation, expanding the agency’s ability to help B2B clients identify, target, and engage high-value accounts. The partnership allows Wonder to bring advanced account intelligence and demand generation capabilities to small and mid-sized organizations—capabilities that historically have only been accessible to large enterprise marketing teams. The decision followed an extensive evaluation led by Mark Henderson, Vice President of Media at Wonder, who conducted in-depth research and due diligence to identify a platform that could deliver enterprise-level ABM strategy without the complexity and cost traditionally associated with the category.
Long sales cycles. Complex products. Relationship-driven growth. Learn why smart B2B brands need a marketing agency that gets their world—and builds momentum every 90 days.
In B2B sales, the traditional approach has been clear-cut: marketing drives awareness and generates leads, while sales takes those leads and closes deals. But the reality is more complex. Buyers don’t move through a predictable funnel, and purchase decisions aren’t made in isolation. This is where Account-Based Marketing (ABM) changes the game. Rather than focusing on individual leads, ABM aligns sales and marketing around target accounts—companies that fit the ideal customer profile (ICP). It’s a dynamic, data-driven approach that helps teams work together to engage prospects throughout their entire buying journey. Account-Based Marketing (ABM): Not a New Idea, But a Better Execution The concept of ABM has been around for years—previously known as “Key Account Marketing.” What’s different today is the power of digital data and technology. With a combination of first-party and third-party data, advanced targeting, and personalized messaging, ABM enables teams to: Identify the right accounts with precision Engage the full buying team within each organization Deliver the right message at the right time based on where each prospect is in their decision-making process By focusing marketing efforts on accounts that sales has already prioritized, ABM ensures that resources are spent on the highest-value opportunities. Why ABM Works Better for B2B Sales 1. B2B Buying Decisions Are Made by Committees Very few B2B deals are decided by a single person. Instead, purchase decisions often involve 8 to 13 stakeholders across different roles: Initiators - those who start the buying process Researchers - team members gathering vendor options Influencers - stakeholders pushing for features they favor Decision-makers - leaders signing off on the purchase Traditional marketing often targets just one individual, but ABM engages the full buying committee, ensuring the right people receive relevant content and messaging throughout their journey. 2. ABM Uses Data and Technology to Deliver Meaningful Engagement One of ABM’s biggest advantages is its ability to meet buyers where they are—not just with broad awareness campaigns, but with targeted content tailored to their stage in the buying process. Using marketing automation, CRM data, and intent-based signals, ABM delivers messaging that speaks to the unique priorities of each stakeholder—whether they’re just starting research or narrowing down vendors. The result? Higher engagement, shorter sales cycles, and stronger conversion rates. Account-Based Marketing: A Smarter Way to Drive B2B Growth ABM isn’t about generating more leads—it’s about generating the right opportunities. By aligning sales and marketing around a focused list of high-value accounts, engaging full buying teams, and leveraging data-driven insights, ABM helps B2B companies win more deals with the right customers. If you’re ready to refine your sales and marketing strategy with ABM, let’s start the conversation. Let’s talk.
Are we a brand agency or a marketing agency? At Wonder, we’re a strategy, marketing, and media firm that helps visionary B2B brands grow. We break down the key differences between brand strategy and marketing execution, explain our Next 90™ Marketing Operating System, and share what to look for when hiring a brand agen
Strong brands start from the inside out, ensuring clarity, trust, and long-term value. Our Brand Health Assessment helps measure internal alignment across leadership, messaging, perception, and consistency. Take the free assessment to uncover strengths, identify gaps, and track your brand’s health over time.
Greenville, S.C. — February 3, 2025 — Wonder, a Greenville-based marketing, media, and technology company, announced that Hannah Sullivan has joined the firm as Digital Designer, strengthening the agency’s growing creative and digital capabilities. Prior to joining Wonder, Sullivan was the Founder of Seeded Strategies, a Greenville-based brand and marketing agency where she worked with businesses to develop brand identities and marketing strategies. Her background combines brand thinking with strong digital design, helping companies translate strategy into modern visual and digital website experiences. At Wonder, Sullivan will contribute to brand development, digital design, and marketing execution across the agency’s portfolio of B2B and growth-focused clients. Sullivan holds a Bachelor of Fine Arts in Graphic Design from the University of South Carolina.
In most organizations, marketing teams are expected to do a lot with very little. They’re often under-resourced, understaffed, and stretched thin. In these situations, every person, every penny, and every strategic priority must be planned wisely. But how do we ensure that the work we’re doing today builds momentum for desired results 18-36 months from now? At Wonder, we believe that brands are built from the inside out. If we want to market effectively tomorrow, we must first have absolute clarity on who we are today. Building from the Core The foundation of any strong brand starts with Core Values. These values define who we are, how we operate, and what we stand for. Once we’re clear on that, we can establish our Core Focus—a concept from EOS® (Entrepreneurial Operating System®) that helps businesses define their niche and target market. With our values, purpose, and vision in place, we can build out the critical elements of our brand: Brand Pillars – What makes us different and why our audience should care. Brand Personality – How we communicate and our voice and tone. Brand Promise – The commitment of value we make to our customers. This foundation is what we call the Brand Platform, and it gives us the clarity we need to move forward strategically. Marketing with a Clear Vision Once we’ve established our brand foundation, we can start looking ahead: 5-10 Year Vision – Where is the organization (brand) headed long-term? 3-Year Picture – What does success look like in the mid-term? 1-Year Marketing Activation Plan – A focused, strategic approach to marketing for the next 12 months. The Marketing Activation Plan is where strategy meets execution. It aligns 4-6 key objectives with 4-6 strategic initiatives, ensuring that marketing is leveraging its resources—time, talent, and budget—in the smartest way possible. This plan is structured over 12 months with clear quarterly priorities, keeping the team focused and accountable. The Next 90™ Marketing Operating System: A Smarter, Healthier Way to Market for the Short and Longterm Marketing isn’t about one-off campaigns or disconnected initiatives. It’s about continuous, focused action. That’s why we built the Next 90™ marketing operating system. Our process starts with the First 90™, where we onboard clients by balancing immediate marketing activities with long-term strategic planning. At the end of this phase, our clients receive a One-Year Marketing Activation Plan and a set of Next 90™ priorities—a clear roadmap of projects and initiatives to drive growth one quarter at-a-time. By aligning marketing with long-term vision and mid-term sales objectives, we ensure that every move we make today builds the future we want tomorrow. The result? Smart, strategic marketing that makes a lasting impact—with sales and marketing working together toward the same end goal. Want to learn how the Next 90™ can help your business? Let’s talk.
Changing an organization’s culture is no small task. It requires commitment, clarity, and visible proof of change. Whether you’re looking to turn around a struggling business or simply realign your team with a stronger sense of purpose, two key levers— rebranding and leadership change —can catalyze meaningful cultural transformation. For organizations running on EOS®, culture change aligns with the foundational values of Vision , Traction , and Healthy . Vision provides clarity on where you’re going and why it matters, Traction ensures you take consistent action to move forward, and Healthy focuses on building a cohesive team and culture. Together, these values set the stage for a thriving organization. Here’s how rebranding and leadership change can help reshape your culture while staying aligned with these EOS principles. Rebrand: A Visible Recommitment to Values A rebrand isn’t just a new logo or website—it’s a visible recommitment to your values. It’s a statement to employees, customers, and stakeholders that the organization is evolving, and it provides clear evidence of that change. But here’s the key: a rebrand must be authentic. If it’s simply a cosmetic update with no deeper alignment to the organization’s values, it will fall flat. Successful rebrands are built from the inside out, starting with a reassessment of your purpose, core values, and vision. At its best, a rebrand embodies the EOS concept of Vision : aligning everyone in your organization around a shared understanding of where you’re going and how you’ll get there. A rebrand signals: A recommitment to what matters most to your organization. Alignment between your internal culture and external messaging. A clear direction for where you’re headed and why it matters. Remember, marketing is an activity, but brand is an interaction. While marketing messages can evolve with trends and market demands, your brand is grounded in the values and culture that define your organization. An effective brand strategy should provide 10+ years of runway toward a clearly defined vision, ensuring consistency and building trust over time. Leadership Change: Leadership Committed to Change In any organization, culture starts at the top. When a new leader steps in—whether it’s a Visionary or Integrator in an EOS® company or a new President or CEO in a non-EOS organization—it represents a tangible commitment to change. A leadership change is one of the most visible signals that an organization is serious about transforming its culture. But for it to work, the new leader must embody the values and vision that the organization is striving for. Their actions, decisions, and communication style set the tone for the rest of the team. Here’s why leadership change works: It resets expectations. A new leader often brings a fresh perspective and an opportunity to realign the team. It inspires confidence. Employees, customers, and stakeholders see visible proof that the organization is committed to improvement. It reinforces accountability. New leadership often comes with new goals, priorities, and a recommitment to delivering on the organization’s promises. Leadership changes are deeply tied to the EOS value of Traction , as they create momentum and accountability for executing on your vision. By ensuring the new leader is aligned with your values and vision, you can build a stronger, more cohesive culture. Values-Driven Culture: The Key to a Healthy Organization At the heart of both rebranding and leadership change is a commitment to values. In EOS, Healthy is about fostering a culture of trust, transparency, and collaboration. A healthy culture ensures that your team isn’t just aligned on goals—they’re engaged and thriving as they work toward them. While marketing value propositions may ebb and flow with the market, your brand should be driven by values that rarely change. These values provide the compass for decision-making, hiring, and customer engagement, ensuring that your culture evolves in a way that stays true to who you are. When combined with a clear vision and effective brand strategy, this values-driven approach gives your organization the consistency and clarity needed to thrive to achieve even bigger, hairier, audacious goals. Does Your Culture Need to Change? If your culture needs a shift, maybe it’s time to consider a rebrand. At Wonder, we specialize in helping organizations activate their brand from the inside out—connecting their purpose, values, and vision to their culture and customer experience.
Core values are not just words on a wall—they’re the foundation of your organization’s identity, culture, and brand. When crafted thoughtfully, they guide decision-making, shape company culture, and attract the right people to the right seats on your team. But creating authentic core values that truly resonate with you
The best Visionary Brands are built from the inside out, starting with a strong foundation. EOS® (Entrepreneurial Operating System®) provides the perfect framework for laying that foundation through the Vision/Traction Organizer™ (V/TO™). By clarifying your purpose, core values, vision, and goals, you can align your te
Marketing and sales alignment is one of the biggest challenges for many businesses, yet it’s also one of the most critical components for success. A key step in bridging this gap is clearly defining what makes a lead Marketing Qualified (MQL) and ensuring it meets the criteria sales is willing to accept. When marketing
If your business is running on EOS®, you already understand the importance of clarity and alignment in your operations. One of the most powerful tools within the EOS framework is the identification and documentation of your Core Processes. These processes serve as the foundation of how your business runs, ensuring efficiency, consistency, and scalability. Creating your Core Processes can seem daunting at first, but with the right approach, it can be both insightful and empowering. At Wonder, our own journey to define and systemize our 12 Core Processes has allowed us to achieve operational clarity and deliver consistent results for our clients. Start with Two Postcards: "Sold" and "Collected Payment" Every business operates between two key moments: when a product or service is sold and when payment is collected. These two moments form the bookends of your operational workflow. Your task is to map out the high-level steps that happen between these points. This exercise doesn’t require diving into every granular detail. Instead, focus on defining the broad, high-level actions your team takes to move from "Sold" to "Collected Payment." Wonder's 12 Core Processes At Wonder, we’ve broken our business operations into 12 distinct processes. Each is a critical piece of our Proven Process, ensuring that we deliver consistent value to our clients. Here’s an overview of our Core Processes: Marketing - Positioning, generating leads, and nurturing prospects to create opportunities. Selling - Engaging prospects, defining solutions, presenting proposals, and closing deals. Onboarding - Setting up new clients with clear communication, billing, and preparation for success. Planning - Opening jobs, defining deliverables, and assigning tasks with clear milestones and timelines. Strategy - Gaining client insights, developing a creative brief, and initiating internal kickoff processes. Concepting - Generating big ideas through brainstorming, mock-ups, and client reviews to finalize creative direction. Creating - Drafting, designing, and preparing marketing materials, ensuring they meet client expectations. Producing - Finalizing deliverables, ensuring quality assurance, and delivering the finished product to the client. Closing - Wrapping up projects, archiving files, and collecting client feedback for continuous improvement. Supporting Processes Surrounding these nine core processes are three critical support areas: Growing Clients - Managing strategic planning, upselling opportunities, and maintaining long-term client relationships. Resourcing - Allocating budgets, timelines, and resources while coordinating contractor involvement. Finance - Overseeing financial onboarding, accounts receivable, accounts payable, payroll, and legal processes. These surrounding processes ensure the infrastructure is in place to support your core business functions and growth. We use a Google Slides Template and we review the Core Processes monthly with our team and reference them weekly in our L10 meetings. When we have an issue, we identify where and then align on who actually owns that step in the process. We all provide discussion and give feedback, but the buck stops with the owner of that specific process. Here’s what our Core Processes look like today:
