Rebrand or brand re-fresh? One is strategic, related to a new vision for your business and includes every aspect of your organization. The other, more tactical, is what people see from your company like a new look, colours, or messaging. In this blog post we will look at when and why a B2B company should […]
Integrated marketing is key. Deploying a mashup of the best old school and leading edge digital techniques — that are right for your business — leads to better results for your investment. Reaching new customers requires synchronized tactics across relevant and targeted platforms. Here are 5 reasons to have an integrated marketing plan: Fragmentation of […]
#171303562 / gettyimages.com Like tomato, ‘tomahto’, many business people think strategy and tactics are one in the same. Or, they say strategy and mean tactics. Strategy and tactics are distinctly different, both very important, and need to be aligned. Tactics can be easy, fun and creative to conceive. But, creating a tactical plan that will […]
In 1954, Peter Drucker, the authority on business management and modern marketing, said that “business has only two functions: marketing and innovation.” Since then, innovation has become one of the most overused words in business-to-business marketing. From technology to manufacturing, many companies claim to have innovative solutions. If you’re a B2B buyer, how do you […]
Business-to-business sales cycles are long, arduous journeys. Compared to marketing to consumers, the B2B buyer path is a marathon. Long before social media and digital marketing disrupted everything, B2B marketing was all push. The more that companies pushed their sales pitches outward, the bigger and better their sales pipelines became. Then came the Digital Tidal […]
Stay Calm and Go Digital doesn’t sound right unless you’re already on track with a solid digital transformation strategy. If you happen to be one of those companies that has embraced the digital cultural revolution, then you’re ahead of the pack. Many companies are just starting to learn how to conduct ‘the audit’ to understand […]
Digital technology and business innovations are driving new revenues for progressive companies. For any new technology or business process to become successful, it must first be accepted and then adopted by humans. Successful B2B companies such as Maersk, SAP, and IBM, have adopted innovative B2B marketing strategies that allow them to generate more demand and […]
Digital Maturity is a new concept for B2B. The concept can be compared to growing a competency or any set of skills and activities that take you from novice to expert in a particular dimension of business. As previously discussed, Digital Maturity is more than just a money-maker when properly implemented. From manufacturing to technology, […]
Most B2Bs know that they must change how they deal with their content in order to not only keep up, but succeed in today’s marketplace. And although some may realize that if they don’t publish, they will perish, too many still don’t know where to begin. That’s because the company’s content ecosystem and the its […]
Who drives your company’s online B2B sales strategy? Buyers, that’s who! Who has more choice and is more connected than ever before? Yes, your buyers! B2B companies face many challenges in the transactional shift as the traditional customer contact strategies for their sales, marketing, and communications move away from a ‘human only’ context and into […]
