Answering the question “How much does marketing cost?” is tricky. We can give you some examples of industry budgets and estimates, but it varies greatly depending on your revenue, your goals, and your market position. Established brands have a significant advantage, while newer entrants likely need to spend more to gain awareness. A new product […]
Thought Leadership on B2B Brand Development and Marketing Communications
Examples of B2B and eCommerce Companies Rebranded or Pivoted in 2020
Rebranding your company can be exciting and a little worrisome at the same time. Will a B2B rebrand freshen up your image or confuse customers? When you hear the phrase “B2B rebranding,” the first thing you may think about is a new logo. While a logo may be part of any rebranding campaign, in the […]
Choosing the Right Color Palette for Your Technology or Energy Company
Color can play an important role in the way people perceive your brand, products, and services. While color preference can be a personal preference, we also know that certain colors and color palettes evoke emotional responses that can influence behavior. The relationship between brand and color is more about appropriateness than anything else. Does the […]
What You Can Learn From Companies With Great Brand Positioning Statements
Brand positioning statements are more than marketing slogans. They are about the core of what you believe. What is a Brand Positioning Statement? A brand positioning statement clarifies what your brand represents, and should be a guiding principle in the way you do business and should make it clear to everyone what you believe. To be […]
How Marketing Automation Improves B2B Sales
If you’re a business owner, CEO or CFO of a $10 million to $200+ million business, marketing automation can shorten your sales cycle and accelerate revenue growth. In normal circumstances, the B2B client acquisition process has been challenging. B2B companies have longer buying cycles than ever. The buyers are involving more decision-makers and doing a […]
Doing Business During a Crisis: How to Generate More Website Leads
During the coronavirus (COVID-19) pandemic, more people are online than ever before. When they go to your website, will it drive them into your marketing funnel and create quality leads? When the economy was good, you may have been able to get by with an underperforming website. Your sales reps could do a lot of the […]
How to Increase Sales Efficiency During Social Distancing
Try not to think of the current economic downturn as the end of days but rather as a natural economic disruption (albeit a large one). The economy has a history of naturally expanding and contracting. If you’ve lived long enough, you’ve been through at least one large economic upset, such as the 2008 financial crisis. […]
Is Your Digital Presence Driving Growth?
Your small to medium-sized business doesn’t have an excuse anymore. We’ve all been living in a digital world for more than two decades now. Your customers are all online and expect you to have a digital presence. And you probably do too. But does it really work for you? And more important does it work for your customers? […]