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hammer-creative-tool

Not Everything is a Nail: A Client’s Guide to Creative Tools

Psychologist Abraham Maslow once wrote, “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” Applying that concept to your marketing materials, you may find yourself tempted to use the software you have at hand to create a brochure, sell sheet, flyer,…

influencer marketing word cloud

Under the Influence(r)

Influencer marketing makes a lot of sense in business-to-consumer circles. Getting a lifestyle blogger with millions of followers to rave about a shoe brand will certainly help sell more shoes. But let’s face it—that same blogger talking about your ERP software, flexible manufacturing processes or power generation capabilities won’t have the same impact. That’s not…

Search Results screen

In Search Of…

As part of our marketing analytics, we keep track of our organic search results. Keeping an eye on what draws traffic to our site is obviously important from a business perspective, as it helps us tweak our search engine optimization strategy. But it’s also fun to see some of the weird terms that bring people…

A bee doing meaningful work

Doing Meaningful Work

I recently had a conversation about business with my friend and colleague Joel Kessel. During the course of our discussion, he asked what drove me to start Attaché. Channeling the me from 25 years ago, my answer was “to make a living doing something creative.” Back then, when I thought of “creative,” I thought only…

Social media marketing icons

The State of Social Media Marketing for B2B

In its recently-released 2018 report on social media marketing, Social Media Examiner explored the way businesses are using social media marketing. The report culls insights from over 5,700 marketers on social media marketing topics such as the business benefits of social, the most-used platforms, and paid social activity. This post summarizes some of the key takeaways…

personalized-marketing-listening

Personalized Marketing: Don’t Make It Weird

Personalized marketing is a great way to connect with your audience. From personalization in email greetings and landing pages to tailored promotions and product recommendations, it allows you to provide a more customized, contextual and relevant brand experience that is mutually beneficial. But personalized marketing can also make people really uncomfortable—especially in this er a of…

Web page with new portfolio in menu

Portfolio 2.0

We never planned to overhaul our portfolio only one year after redesigning our website. We put a lot of work into it the first time around, so even though there were things we wanted to tweak—not enough white space, not an optimal mobile experience, a little too much going on with the flip boxes—we decided…

spray painted stop sign

Don’t Stop Marketing

If business is good, it’s easy to believe you don’t need to market. When you’re busy, you may think you don’t have time to market. If business is bad, you may think you can’t afford to market. But suspending your marketing efforts—for any reason—is a bad idea. What happens when you stop marketing? Nothing will…

Hammer out the details on your marketing budget

Building Your Marketing Budget

Determining how to spend your marketing budget is kind of like building a house. You can’t expect to build a mansion if you can only afford a tiny house—but you want to build the best, most functional house you can with the budget you have. The same holds true for your marketing. Start with a…