FlashPointLabs

Zack is a UC Berkeley alum who was raised in northwestern Connecticut. He moved to California for college and now lives in the San Francisco Bay Area, drawn by the numerous early-stage and tech startups. Zack is one of the few marketers who understands that Internet search has significantly transformed the purchasing process. Notable experts like Mark W. Schaefer, Gary Vaynerchuk, Marcus Sheridan, and Joe Pulizzi concur that traditional ads and brochures—focusing on seller-centric messaging (where companies primarily talk about themselves instead of assisting customers)—are losing value at an unprecedented rate. People tend to avoid advertisements, dodging approximately 7,000 per day. Customers initiate their ‘Buyer’s Journey’ through search and prefer not to engage with companies until they have nearly made a decision. They are only interested in company messages in ads or brochures after they are about 80% through their decision-making process. Ironically, we now have more insights than ever about buyer preferences, behaviors, and search patterns. Instead of viewing the widespread avoidance of ads as a challenge, marketers often resort to increasingly intrusive tactics. As a result, marketing practices have become excessively aggressive. FlashPointLabs acknowledges that buyers control the sales process and seek valuable content while researching various options. The most effective strategy for savvy companies is to create and offer the content that buyers are looking for—content that is centered around their needs and supports a buyer-driven sales cycle. We manage all aspects of marketing, but our primary focus is on creating insightful, buyer-centered content for this buyer-driven approach.