Creativate
Keeping humanity central
By Emma Peterson. In an upcoming CoatingsTalk, Michelle Miller will share insights into balancing AI adoption with human authenticity. On July 8, 2026, Megan Ellsworth will be sitting down with Michelle Miller, the president of Creativate, for a CoatingsTalk™ all about artificial intelligence (AI). The episode, “Retaining Humanity in ...
Retaining Humanity in an AI Transition
In this CoatingsTalk™, Megan Ellsworth sits down with Michelle Miller, president of Creativate, to discuss how teams can embrace AI without losing the human connection that builds trust. As technology continues to reshape the way companies communicate, Michelle will share how contractors and industry professionals can use AI to simplify ...
Defining a strong marketing partnership
By Jesse Sanchez. Learn how contractors can evaluate marketing partners by focusing on alignment, accountability and long-term performance. Selecting a marketing partner is a major decision for contractors because it directly affects how your business defines your brand, reaches the right audience and turns visibility into steady revenue. Success depends ...
How to choose a marketing partner that drives real growth
By Isabel Refford, Creativate. Asking the right questions upfront can help ensure your marketing investment delivers long-term value. From sharpening your brand voice to influencing lead generation and supporting long-term growth, choosing the right marketing partner can shape the trajectory of your business with significant impact. That is why companies ...
From broad reach to precision: The shift to Targeted Account Marketing (TAM)
By Isabel Refford, Creativate. By aligning messaging and outreach, TAM helps companies build stronger connections with key decision-makers. Breaking through today’s crowded marketing environment is becoming increasingly difficult for any company looking to appeal to multiple target personas. Broad campaigns often suffer from diluted messaging, making it even harder to ...
Why authenticity matters in an AI-infused world
By Michelle Miller, Creativate. How businesses can use AI without losing the human connection that drives real growth. At Creativate, I spend a lot of time inside the real-world execution of marketing strategy. Not the polished version presented in slide decks, but the lived experience of it — how ...
Marketing with intention in an AI-powered era
By Michelle Miller, Creativate. As automation reshapes how brands communicate, the companies that lead are choosing clarity, intention and human connection over noise. As artificial intelligence continues to accelerate how content is created, distributed and measured, Creativate is spotlighting a conversation many leaders are quietly having behind the scenes: how ...
The Coffee Shops™ welcome Creativate
Creativate is more than just a marketing firm; they’re the partner your team needs to create performance-driven success strategies. The Coffee Shops™, the award-winning online communities where the industries meet for technologies, safety, information and education for the construction trades of roofing, metal, coatings and outdoor living, are pleased ...
The right CRM to streamline your auction business
By Nicole Crifasi, Creativate. Managing auctions is streamlined and seamless when all your tools and data live in the same system. Running an auction business means juggling fast-moving bids, consignments, marketing efforts and client communications all at once. Without the right systems in place, it’s easy for details to slip ...
The right CRM to streamline your auction business
By Nicole Crifasi, Creativate. Managing auctions is streamlined and seamless when all your tools and data live in the same system. Running an auction business means juggling fast-moving bids, consignments, marketing efforts and client communications all at once. Without the right systems in place, it’s easy for details to slip ...
