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B2B Branding Challenges
Business to business companies face different, more difficult branding challenges than companies that sell to consumers. How you address those challenges can make or break your B2B brand. Here are a few B2B branding challenges, along with some suggestions for overcoming them: B2B customers buy for their organization, not for themselves. Establishing an emotional connection…
Brand Strategy
You can’t be all things to all people—but a good brand strategy can make your B2B company more easily identifiable to your target audience. If brand strategy isn’t a component of your overall marketing strategy, it should be. In our last post, we discussed how our Growth Catalyst process can help build a strong brand. Your…
Building a Successful Brand
Your B2B company’s brand is your face to the world—and like a face, it is multi-dimensional. More than simply a logo, name or tagline, a successful brand is comprised of images, messages, customer interaction and customer opinion, artfully combined into a cohesive, consistent story that leaves a lasting impression of your company. As B2B marketing…
Education Marketing: Trends in Online Education
Online education offerings have become ubiquitous among community colleges (and, of course, online universities)—but now the heat is on for traditional brick-and-mortar universities to develop online education platforms. We recently completed a market analysis for a university client who is looking to increase the reach of one of their online Master’s programs. While researching challenges…
Pharma Marketing: Impact of Biosimilars
One consistent challenge we have seen in our twenty years of B2B marketing for the pharmaceutical business is improving medication adherence—that is, ensuring patients are taking their medications as prescribed. One of the largest barriers to adherence is cost; generic versions of brand name drugs help make those medications more affordable. But for drugs categorized…
Creating The Right Core Focus
As part of an ongoing quest for knowledge and ways to hone business practices, our team recently read Traction by Gino Wickman. Taking some of Wickman’s ideas and merging them with our Growth Catalyst process, we have come up with a two-step process for creating your business’ Core Focus. 1. Determine why your company exists Answer the question…
7 Best Practices For Your B2B Presentations
Presenting your business to a potential client can be a huge turning point in the sales process. If your b2b presentations are done well you can win the deal. What are the best practices for your B2B Presentations? Here are 7 to get you started. correctly, you can win over the hearts and minds of…
True Colors: the Science of Picking a Palette
When we build a branding campaign for a client, the color palette is one of the first components we develop. And as you can see from this tutorial by artist Melanie Gillman, there’s more to it than just picking colors you like. In addition to considering contrast and proportions as illustrated in Gillman’s tutorial, we also…
Sweat Can Build Creative Equity
As marketers, we are by nature a creative bunch. But even the most creative among us hits a wall from time to time. In this article from naturallysavvy.com, a doctor explains how exercising can help boost creativity by changing your focus, increasing oxygen to the brain, and possibly even building new neurons. Of course, exercise…