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Navigating the AI Wave
The AI wave is here. Discover why the most successful businesses combine AI with human expertise instead of replacing strategy with automation. I’ve been in digital and technology marketing for a long time. Long enough to have watched this industry reinvent itself —...
The actual limitations of AI in marketing
There are a lot of big feelings about AI in marketing, both for and against. On LinkedIn, AI is either the anti-Christ or the key to delivering humanity into its next golden age. There’s not a lot of nuance between the two. Beyond some high-profile disasters, there...
How a Technical Marketing Agency Learns to Speak Geologist
A case study in technical marketing, brand evolution, and audience growth. Blue Star's whole thing is helping organizations explain complicated ideas without losing people. We've worked with healthcare systems, tech companies, manufacturers, engineers—and no matter...
The Creative Hive Mind: Intelligence built across time and teams
There’s a buzz happening in boardrooms and budget meetings right now, and it goes something like this: "We have AI now. How much of our marketing team do we really need?" It's a fair question on the surface. AI tools are genuinely impressive. They produce content...
Marketing Through Mergers and Acquisitions
How to build clarity when everything is still foggy There's a moment after an acquisition closes when the expectation is deceptively simple: start marketing. The problem? The foundation isn't there yet. No finalized brand architecture. No aligned messaging. No org...
The Hype Cycle and the Quiet Cost of Chasing Buzzwords
In enterprise technology, there’s a rhythm to how language evolves. A new term surfaces at conferences. Analysts begin using it, earnings calls repeat it, and suddenly, every IT solution provider is “AI-native, composable, autonomous, and agentic.” The internal...
Agentic AI Is Not a Channel Marketing Strategy
A risky idea is spreading among IT solution providers. It sounds brilliant, efficient, even forward-thinking: “We can cut costs by letting our marketing agency go, reduce our marketing staff to one really smart and energetic coordinator, and let AI handle the rest.”...
Blue Star Wins Nine MarCom and GDUSA Awards in 2025
Each year, we recognize the outstanding efforts of our team by participating in the most prestigious marketing communication and graphic design competitions. Awards such as these validate our creative talents, help us attract equally talented people as we grow, and...
Technology Procurement Case Studies are Complicated: Write Them Anyway
Writing a technology procurement case study is like trying to climb a mountain in flip-flops. It’s always going to be painful. Picture this: You land a great customer. Results are solid. You pitch the idea of a case study, and then legal gets involved, and the dreaded...
Blame Culture: When Mistakes Lead to Finger-Pointing, Everyone Loses
A project misses a deadline. A shipment gets lost. A campaign underperforms. When a client bypasses normal channels to call my cell, the intent is clear. The conversation won’t begin with what happened—it will start with: "Who did this?" How easy it is, when something...
GEO vs SEO: How to Show Up in AI Searches
When Google rolled out AI Overview and, most recently, AI Mode, the familiar naysayers showed up. This time, SEO is really done for, they cried, and there was much wailing and gnashing of teeth (we’re a dramatic bunch, marketers). So, is it true? Is SEO kaput for real...
The Best Time to Send B2B Emails: Timing Strategies That Drive Engagement
In today’s world of overflowing inboxes and non-stop notifications, even the best email can get buried–unless it lands at just the right moment. Timing isn’t just a bonus; it can make or break your open and click-through rates. Unlike B2C audiences, B2B readers don’t...
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