Tobin Lehman

Tobin Lehman is the founder of New North, an award-winning digital marketing agencydedicated to helping B2B technology firms grow. With over two decades of working withbrands like Southern States, Pfizer, Thermo Fisher Scientific, Kimberly Clark, and a host ofothers, Tobin’s earned an industry reputation for taking the mystery out of marketing withclear strategies that earn real results. He currently resides in Frederick, Maryland, with hisspouse and five children. Learn more atwww.ridethetornado.com.

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Ditch the Annual Marketing Plan

You’ve heard the maxim that ‘failing to plan is planning to fail,’ right? I’m not here to debate it. For any complicated initiative, a plan is needed – that’s true. But I do want to suggest that the long-held maxim only represents one side of the spectrum, and that the other side (overplanning) is equally dangerous to the success of a startup.

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