Category: Branding

Fresh ideas and best practices from our team of B2B digital marketing experts

By Debbie MacKenzie | 6 September 2017

How to Use Funny B2B Content to Set You Apart From the Competition

I came across an article about funny company posts and spotted this Facebook post by Intel. Check out the picture below. How did you react? Did it grab your attention? You most likely chuckled, right? Heck, I laughed and thought it was pretty darned brilliant! Now you won’t forget this image and that Intel was the one that posted…

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By Austin Berner | 3 August 2017

Why Companies Are Turning Back To B2B Messaging

In the last 10 years, marketing has been an ongoing struggle to keep up with the Joneses. Something like this: CEO: “Margaret! I just heard that [Competitor’s Name] just got a ‘Tweeter’! What are we doing? Why don’t we have one?” Margaret: “Yes sir, we’ll get a Twee…erm…Twitter right away!” And on and on it…

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By Joseph Schubert | 13 July 2017

B2B Brand Identity Insights From B2C

Your B2B brand identity exists in the market’s mind. It has nothing to do with what you think or believe. It’s how the market perceives your company or your product. Rolex vs. Timex Borrowing from the consumer world, let’s consider two watch brands: a Rolex and a Timex. One is a high-cost status symbol, and…

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By Lisa Goetz | 9 June 2017

4 Tips for Getting the Most from a B2B Trade Show

A B2B trade show offers a valuable opportunity to meet your target customers and prospects face-to-face. Your audience is there, right before your eyes, seeking information about products and services geared toward their industry. To make the most of a trade show, you need a well-defined integrated marketing strategy that you will use before, during, and…

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By Lisa Goetz | 18 April 2017

7 Things to Include in Your B2B Messaging Platform

Have you ever heard of “whisper down the lane”? It involves a group of people whispering a message from one person to another until the last player announces it to the entire group. As you can imagine, the messages the first and last person heard are usually quite different. Hilarity ensues – which is great for a…

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By Austin Berner | 14 February 2017

3 Reasons to Consider a Full-Service B2B Marketing Agency

Never before have B2B marketers had so many choices when it comes to marketing. Digital marketing tactics have made it possible to do many things in-house — such as social media, press releases and more. For marketers looking to improve singular tactics, there is a slew of specialty agencies like website agencies, inbound agencies, social media…

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By Lisa Goetz | 3 November 2016

Control Yourself: Why B2B Branding Matters

Whether you are a start-up business or a long-established company, B2B branding is a vital part of your marketing strategy. Yet, it is often neglected because it’s a concept that can be tricky to wrap your head around. What is B2B Branding? Your brand is more than your products and services. It’s more than your…

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By Kate Smith | 2 March 2016

Does Your Website Follow These 6 Web Design Trends?

As web technology continues to evolve, so does B2B website design trends. Here are the up-and-coming trends of 2016 to help you keep your website fresh and engaging. How many of these web design trends does your website follow? 1. Material design continues to grow Similar to flat design, material designs are clean, modern and…

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By Rich Carango | 24 June 2015

“What exactly does your company do?” The Importance of USP in High-Tech Marketing

What makes you stand out from the pack? What makes your customers ignore your competitors and come back to you again and again? It all starts with identifying your unique selling proposition (USP). Your USP may be your most valuable marketing asset, especially because your products and services are complex. Your prospects need to understand…

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By Rich Carango | 22 May 2015

Unique Selling Proposition – A Little Dab’ll Do Ya

If you keep your mind open to it, marketing lessons can come when you least expect them. Here’s my most recent example… I was at a client meeting, and it was my turn to write on the white board. As I walked to the front of the room, my client tossed me the bottle of…

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By Rich Carango | 21 October 2013

What a Brand Is – and Is Not

Brands disappear every year. Some of them are good, but most of them are not. Some are memorable — E.F. Hutton, General Foods, RCA — while others not so much. Anyone who grew up in the Philadelphia area, as I did, will remember long-gone company brands like Lit Brothers and Strawbridge’s (department stores), Schmidt’s (beer), and Gino’s…

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By Chris Henneghan | 15 August 2013

Content Marketing is Key to B2B Branding

Call it publicity, self-publishing or content marketing — the result is the same. Quality branded content reigns supreme across the digital platform, and marketers spend about a quarter of their budget on its development. Effective marketers spend 30 percent of their budget on content marketing. Less successful marketers only allocate 18 percent. There are several…

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