Marketing & Sales Empowerment

Why B2B Branding Matters Today More Than Ever

There’s been a fundamental shift in how business is conducted. Businesses can use LinkedIn, blog posts, and social media to reach customers in new, unexpected ways, and the purchasing process itself has become more informal. Rather than relying on the formal pitch and conference call, companies are constantly interacting. They’re looking to form…

Building a Recruitment Brand for Gen Z

Although it seems like just yesterday we were reading about the rise of the millennials, a new generation is hovering outside the threshold of the corporate world. Generation Z is about to hit the workforce, and their unique motivations will force brands to reevaluate their internal and external strategies. While businesses have a few years…

Brand Behavior: Does Your Company Walk the Walk?

What is brand behavior? Simply put, brand behavior is how your brand interacts and reacts with real customers in the real marketplace. While your positioning statement may say one thing about your values and strengths, truly demonstrating them is another matter.
A missed opportunity
Picture this. You’re sitting at your desk flipping through a…

Building a Foundation for Successful B2B Influencer Marketing

Influencer marketing is gaining momentum across the marketing landscape, but rapid growth sometimes comes with growing pains. Consumer influencer marketing in particular has often nabbed the wrong kind of earned media.

One of the more notorious episodes: a 2017 video spot featuring influencer Kendall Jenner handing a Pepsi to a police officer at a staged…

Unlocking the C-Suite: Why Content Is Key

They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content.

The Great Divide: Brand Architecture vs. Information Architecture

In today’s digitally-driven B2B marketing environment — one which offers buyers easy access to access to an array of information and a plethora of opinions — companies no longer control exactly where or when customers or prospects encounter their brand. And with 68 percent of B2B buyers preferring to conduct independent research online, it’s…

How to Build a B2B Technology Brand That Resonates with the C-suite

SailPoint, a worldwide industry leader in identity and access management, had succeeded in winning over technical buyers with its superior products. But it struggled to connect with the C-suite and business executives who were becoming increasingly involved in security and IT purchase decisions— and who did not prioritize identity management as a critical IT…

The Top 6 Things on B2B CMOs’ Minds This Year

Learning from one another’s experiences can really help B2B CMOs to flourish. This is what motivated us to create Huddle, an annual, invitation-only community of B2B marketing leaders that addresses their most pressing issues while empowering them with stories of peer success. The event is moderated by DeSantis Breindel and headlined by an…

Boost Team Agility. Maximize Marketing Impact.

Today, brands need to respond to market dynamics swiftly. And though they rarely have the luxury of lengthy planning and strategy phases, most marketing teams still aren’t built for speed — in decision-making or execution. So, how can teams infuse more agility into the marketing process?
1. Start streamlining at the C-suite level…

GDPR: Compliance Challenge Or Marketing Opportunity?

There has been much hand-wringing among marketers over the European Union’s recently implemented data privacy rules. Yes, they have important implications for marketers doing business in Europe. And it’s true that failure to comply can result in significant penalties.

But seen in the right perspective, the European Union’s General Data Protection…

Launching a New Product? Think Beyond The Ad Campaign

Recently we helped a top-10 ETF firm launch an innovative new investment product. From the beginning, it was clear the firm’s leadership saw an ad campaign as the means to an effective launch. During our initial conversations, they wanted to jump right into creative concepts. That might have been the right approach with…

B2B Branding in the Age of Customer Experience

Forrester researchers published a report about a new customer-centric era in business. As part of DeSantis Breindel’s ongoing relationship with Forrester, we’ve reviewed the report to summarize key findings for our readers — and offered our own analysis about what this change means for B2B brands. 
Customer experience is king
Over the past…

Can Your B2B Brand Benefit from a Talk Trigger?

What’s a talk trigger, and how can a company use one to strengthen its brand and drive business? Jay Baer and Daniel Lemin, co-authors and marketing experts, tackle this phenomenon in their aptly-titled book Talk Triggers, which demonstrates the importance of word-of-mouth marketing through a diverse collection of case studies…

Is There Enough Customer in Your Content Strategy?

In today’s content-driven B2B marketing landscape, a compelling, user-centric content strategy can be a brand’s most powerful tool for connecting with prospects and clients. To be truly effective, a content strategy must be based on a clear understanding of and alignment to specific customer needs and consumption preferences throughout their decision…

Fonts Matter

Dear Google, Apple, Adobe and Microsoft,
You may not know me, but I was created with great care and purpose. Every image, hue and letter. I am special. I have meaning.

I live in hearts and minds, in words and actions, in websites and ad campaigns and brochures. But frequently, I live in Word and…

Branding for the Next Billion: What Got You Here, Won’t Get You There

Have you ever put on a favorite sweater or jacket, looked in the mirror and thought, with a sinking feeling, It’s just not working for me anymore? The garment’s the same. It’s you that’s changed.

So it is with a brand. The brand that got your company to its current level…

Experience is the New Marketing

The tsunami of information and opinion on customer experience (CX) can be a bit overwhelming. Here’s a short list of some of the articles we think offer valuable viewpoints and actionable insight.
The Future of the Customer Experience
This Harvard Business Review webinar looks at top CX trends and predictions, including changing customer expectations…

Building a Healthcare Technology Brand Experience Online

When we conducted external interviews as part of our work developing the Zelis Healthcare brand, one thing became clear: the healthcare payer and healthcare provider clients who worked with Zelis were obsessed. Not with the healthcare payments technology that got doctors and other providers paid more quickly. Not with the healthcare-claims integrity services that…