Marketing & Sales Empowerment

Short vs. Long-Form Content: What Really Wins the Day?

We’ve written before about the content conundrum currently facing many B2B brands. The proliferation of content as a marketing tool has led to one of its main challenges: in a marketplace where every brand is a publisher, how can your content stand out? Add into the mix our collective shrinking attention span and preference…

The Rise of the Millennial B2B Buyer

We’ve all seen the stats. By 2020, the U.S. workforce will flip from 50 percent baby boomers and 25 percent millennials to 25 percent baby boomers and 50 percent millennials. It’s hard (and foolhardy) to ignore the fact that millennials are shaping the B2B buying environment — and their influence will only increase…

Selling a New Brand to the Sales Force

The toughest audience for your new brand may not be your long-time clients or future prospects. It may be your own sales force. Sales professionals can be a cynical lot. In many companies, the prevailing attitude is: Just give me a generous travel and entertainment budget, a few spec sheets, and lead-gen support…

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…

Are You a Thought Leader or a Thought Follower?

This was the question raised in a recent Forbes articles. And it’s an important one, especially for professional services firms for which “thought leadership is one of the most powerful methodologies for generating new business opportunities.” Talk about ROI! It’s no wonder professional services firms have collectively become content powerhouses.
The Content Conundrum…

Introducing The Best New Addition To Your Sales Force: Clients

We recently partnered with a health care cost management company looking to redefine themselves in an industry fraught with systemic change in reimbursement models, regulations, compliance and more. Their customers were struggling to stay above water through all of this dynamic change and relied on strong vendor relationships to ensure business continued to function efficiently…

The Anatomy of a Hit

Marketers today are obsessed with metrics. From open rates, likes and downloads to cost per lead, cost per follower and cost per click, we’re always looking the right KPIs and the most effective way to determine success.

That’s why we were thrilled to find the Wall Street Journal’s interactive exploration of how…

Watch, Listen, Read & Play: The Most Inspiring Content from 2015

One of the best aspects of working in an office as integrated and multidisciplinary as ours is the cross-pollination of ideas and perspectives. From strategists and designers to programmers and producers, no two people think the same way. We asked our eclectic team to share their favorite content from the year. What they came…

Who Owns the B2B Customer Journey?

The Age-Old Debate
A number of interesting reports came out this year that examine the B2B buyer journey. In one way or another, each weighs in on the seemingly unavoidable tug-of-war between marketing and sales. Who owns the customer journey? Who is more influential in the customer experience?

Depending on which report…

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…

Launching a New Product? Think Beyond The Ad Campaign

Earlier this year 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…

B2B Marketing: Why Content is the New Creative

A revolution is brewing in the world of B2B marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition has turned decision making into a Rubik’s Cube for corporate buyers of enterprise products and services. This whitepaper examines how smart marketers are leveraging content to break through the clutter and make meaningful connections with customers and prospect.

Brand Behavior: Does Your Company Walk the Walk?

Picture this. You’re sitting at your desk flipping through a small stack of mail. Most of it is publications, but there are a few direct mail letters, and one is from a bank. You recognize the name: they’ve just bought your business bank and you pass the building with the new, prominently displayed…

Beyond Colors and Fonts: Developing and Launching a Successful Literature System

As a company grows, its communication needs become more intricate. There’s the sales team, which needs a variety of sell sheets, updatable on the fly yet coordinated and professional looking. Human Resources plans to develop a recruitment packet for college job fairs. Customer Support needs product literature with detailed specs featuring lots of tables…

Everyone’s Doing It: How Can Your Content Marketing Stand Out?

Recently, we examined the increasingly important role that content is playing in B2B marketing. Unfortunately, the growing popularity of content as a marketing tool has led to one of its challenges: now, everyone is publishing and distributing content, including the biggest firms across professional services, financial services and technology, who have entire departments dedicated to…

Can Analytics Drive C-Suite Alignment?

The evolving, more tech-driven role of the CMO is a topic that has been top of mind for many B2B marketing executives. To date, much of the conversation has been around integrating marketing and IT – how the CMO and CIO can build a meaningful and mutually beneficial relationship in an increasingly data-driven world…

2015 B2B Marketing Outlook: Digital Strategies Mature

Last month, we took a retrospective look at what changed in B2B digital marketing in 2014. This week we look to the year ahead. Particularly heartening is the fact that this year’s CMO Council’s State of Marketing report notes that 81% of the global marketers surveyed “believe management mandates for top-line revenue…

A Look Back on B2B Digital Marketing in 2014

Digital was, of course, the theme of 2014. This wasn’t hard to guess, but in our 2014 B2B Marketing Outlook, we expected to see three specific trends:

The role of the marketer would continue evolving as marketers became more confident in their digital strategies
Native advertising would proliferate
Mobile and social usage would continue…