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When marketing to businesses or organizations, it is easy to forget that we are still positioning a product or service to a person. This means we must identify additional criteria in the target audience DNA. While there is a greater barrier to entry to this market, there is also the potential for a greater return. Below are tips, trends, and insights for business to business marketers.
Author: Kristen Carter
Date: June 21, 2019
We are living in the age of technology and it seems that with every new day comes a new technological advancement. The headlines are exciting to see; however, the negative impact of these technological advancements, especially in the world of digital media and marketing, is that the rules and regulations regarding technology are changing quickly,
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Author: Carolyn Menz
Date: November 23, 2018
So often, purchasing decisions are made based on emotion – on the way a particular brand makes you feel. This is even true in the B2B marketplace, where business owners and other key stakeholders hold lots of purchasing power and frequently depend on their own instincts to make quick buying choices that they believe are
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Author: Kaitlyn Partington
Date: October 26, 2018
Social media has become integrated into our entire day. We are checking Facebook during our lunch break, chatting with a colleague on LinkedIn about a new article we found, and posting a picture of our family outing this weekend on Instagram. Almost everyone, everywhere is on social media, including your B2B company’s prospects. B2B social
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Author: Rachel Durkan
Date: September 14, 2018
Building and growing a small to mid-size business is a complex undertaking – one that requires a commitment to the basic, universal tenets of marketing: Attract your customers with a promise that your product or service delivers a benefit, deliver on that promise, remind them you delivered, encourage them to keep coming back for more,
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Author: Rachel Durkan
Date: July 27, 2018
Most small businesses don’t have the luxury of mistakes in their early years. Immediate, steady growth is critical to success. And, a successful branding and marketing strategy can take 6-12 months to produce an impactful return on investment (ROI). In the B2B small business marketplace, establishing a set of successful marketing campaigns with clearly defined
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Author: Rachel Durkan
Date: June 6, 2018
In the current business climate, marketing is everything. For a business of any size – and in just about any industry – to remain competitive, having a comprehensive and compelling marketing strategy in place is imperative to an organization’s growth. As a result, companies that may have never, or only rarely, advertised in the past
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Author: Rachel Durkan
Date: April 27, 2018
Thought leadership in marketing is a simple enough concept: it’s the art of establishing your company as the best in the industry through the strategic sharing of expert information. Earning that reputation, though – that takes time and a real dedication to your thought leadership marketing strategy. As Brian Rhoads, the former Head of Content
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Author: Carolyn Menz
Date: March 2, 2018
So you’ve got a logo, maybe a clever slogan, and a core message already in place. You’ve defined your brand, and your audience understands exactly what they should be able to expect from you. Now it’s time to keep your promise and deliver on it. The key to building a successful brand is to differentiate
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Author: Eileen Boh
Date: February 20, 2018
Integrity is everything in Facebook Land these days – and that is a great thing, even if it means having to make adjustments to the way we, as marketers, are used to doing things. For example: When uploading a link to Facebook, the social media site automatically generates a link preview – pulling the feature
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Author: Kaitlyn Partington
Date: February 13, 2018
Like any true pro, a good social media marketer carries a trusty bag of tricks in his or her virtual back pocket. With the popularity of social media-based and general online marketing opportunities soaring over the last several years, there are countless marketing resources available all around the web. But knowing what to look for,
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Author: Eileen Boh
Date: January 25, 2018
Just as business owners everywhere began to get the hang of navigating Facebook’s latest algorithm, Mark Zuckerberg – the social media giant’s founder – announced on January 11, 2018 that Facebook would be switching things up once again. In his post, Zuckerberg noted that Facebook has gotten feedback from its users in recent months that
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Author: Carolyn Menz
Date: January 21, 2018
Think for a moment about what your clients want to get out of working with you. Now, how confident are you in that answer? Are you sure that’s what they actually want, or is it what you think they want? It’s so easy to get caught up in our own ideas about what’s right for our clients that we
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