Author: Tom Snyder

Tom Snyder, founder, president and CEO of Trivera, a 30-year-old strategic digital marketing firm based in suburban Milwaukee. Tom has been blogging since 1998, sharing the insight gained from helping businesses and organizations reinforce their brands by taking full advantage of digital and web technology as powerful tactics.

6 Lessons for Marketers from the 2026 FIFA World Cup

Soccer fans cheering inside a packed stadium during a World Cup match.

The 2026 FIFA World Cup showed marketers how strong hooks, unfolding stories, passionate audiences, customer experience and authentic advocacy can earn sustained attention. Here are six lessons brands can use to become more relevant and harder to ignore.

The ROI Killer That Smart Marketing Leaders Are Now Eliminating

A team pulls a heavy anchor uphill, symbolizing operational friction slowing business and marketing progress

Operational friction quietly drains marketing ROI by turning workarounds, manual steps, approval delays, and outdated processes into “the way we do things.” AI can help reveal those hidden inefficiencies, but the real opportunity is rethinking the process itself.

What You’ve Been Forgetting While Chasing AI

Millennial marketing specialist chasing a robot through a modern office

AI is changing how businesses work, but chasing tools without a strong strategy can expose more weaknesses than it solves. Here’s why positioning, trust, expertise, and customer experience still matter.

How, and WHY Smart Marketers Leverage Summer to Get Ahead

Marketing team using summer strategy sessions to gain a competitive advantage while others are on vacation.

Last summer, I wrote about how successful marketers don’t take the summer off. The point wasn’t that people shouldn’t enjoy vacations, spend time with family, or take advantage of Wisconsin’s precious few months of great weather. The point was that while many organizations shift into cruise control during the summer, the smartest marketers see something else. Opportunity. […]

Milo, Milorganite, and How an AI Agent Becomes More Than a Chatbot

Milo AI agent dashboard and chat interface for Milorganite customer support

Milorganite is not just another lawn and garden brand. It is a Wisconsin original, a product of MMSD, the Milwaukee Metropolitan Sewerage District, and this year it is celebrating its 100th anniversary. For generations, homeowners, landscapers, garden-center employees, and lawn care professionals have known Milorganite as the slow-release nitrogen fertilizer with the familiar bag, loyal […]

Webhooks: The Buyer-Intent Data Your Analytics Dashboard Misses

Marketing leader reviewing analytics dashboard with AI chat insights showing buyer intent data

Your analytics dashboard can show sessions, bounce rates, and conversions, but it rarely tells you what buyers were actually trying to understand. Webhooks, AI chat transcripts, and other conversational data can expose the questions, concerns, and intent signals that help marketers make smarter decisions.

Claude: The World’s Most Dangerous New AI Tool

Claude Cowork and Claude Code displayed on a mobile device screen highlighting Anthropic’s new AI coworker and coding tools

30 years ago, when Trivera was just me selling websites during the day and building them at night, I would have David Letterman on the TV on my desk. Paul Shaffer and “The World’s Most Dangerous Band” became part of the soundtrack of those early web days for me. The joke, of course, was that […]

The Hidden Cost of Marketing Indecision

Marketing team waiting on executive approval as campaign launch is delayed

There’s a moment we see all the time. The strategy is set. The campaign is built. The website is ready. The emails are written. The media plan is in place. Everything is lined up. And then… nothing moves. It’s waiting on approval. One more review. One more round of alignment. One more conversation before someone […]

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