Seven Ways to Humanize B2B Marketing
OCTOBER 27, 2015
The problem is those messages themselves often aren’t differentiating, and even when they do, product and service features are generally easy for competitors to copy. Turning customers into stark, raving fans of your brand or product is something that can’t be purchased. It’s about differentiating your product or service in a crowded, competitive market.
The Dark Future of Native Advertising
Digital B2B Marketing
APRIL 29, 2014
study published by IPG Media Labs (and underwritten by Forbes, whose BrandVoice is one of early Native Publishing programs relevant to B2B marketers) highlights the potential of branded content: Branded content meaningfully outperformed display advertising on every metric assessed, including lifts in awareness, brand favorability and purchase intent. The Allure of Native Publishing.
How Important is Lead Scoring?
AUGUST 10, 2015
How about after they spend 45 minutes browsing your site and visit your pricing page? It doesn’t matter how many leads you have if they aren’t good leads — aka, leads that have purchase intent and match your target audience. By filtering out bad or cold leads, a scoring system can also shorten the sales cycle (from sales-ready to purchase). Lead Scoring Overview. Right?
The Marketer's Guide to Developing a Strong Corporate and Brand Identity
OCTOBER 26, 2015
Or if you prefer, it can be achieved with an in-depth research survey and audit that looks at your brand awareness, usage, attributes, and even purchase intent. The basic intent is to paint a clear picture of what your brand stands for and how you want it perceived by your customers. Chances are, if someone mentions GoPro, you think of a super-sturdy camera for the adventurous.
B2B Vendor, Customer Perspectives Differ on "Affinity"
JANUARY 2, 2008
Quick personal story: a few years ago, frustrated with Comcast as my communications provider, I called Qwest to get a price quote. The small cost differential didn't justify the hassle of switching, so I stayed with Comcast. Virtually all customers said they would terminate or scale back relationships with vendors who failed to "build customer trust." So, how do you do that? 1.