Measure, Analyze, Update!
In 2018, companies spent an average of 11.2% of company revenues on marketing.[i] It is anticipated that global media spending will reach $2.1 trillion in 2019, up from $1.6 trillion in 2014.[ii] Companies rely upon marketing to transform interest into profitable transactions, and ideally, long-term customer relationships.
Topics: B2B Marketing, Inbound Marketing, B2B marketing strategy, Industrial Marketing Strategy, B2B Inbound Marketing, Inbound Marketing Strategy, Marketing for Manufacturers
Strengthen Your Brand and Inbound Marketing Strategies
Navigating industrial sales and marketing is very different from other sectors where consumers are often swayed by clever ad campaigns that appeal to their emotions. Statistics support the reality that today’s astute industrial buyers have done their research and are knowledgeable about the solution you are offering, long before you identify them as a prospect.
Topics: Industrial Marketing Strategy, Inbound Marketing Strategy, B2B Branding, Marketing for Manufacturers, Inbound Marketing Assessment, rebrand
Why Your Sales Team Needs to Be Your Most Authentic Brand Advocate
Are your sales and marketing functions copacetic? Or are they more like two ships that, if you’re lucky, pass in the night? Aligning your company’s marketing and business development functions:
Topics: Branding, Industrial Branding, Brand Loyalty, Brand strategist, Brand Strategy, B2B Branding, rebrand
Preserving the Brand Perception and Preparing for the Transition
We’ve been talking a lot about branding lately, especially as it relates to family-owned industrial manufacturing businesses. Multi-generational companies, built over decades, possess brands that are the result of thoughtful planning—or by default, simply a reflection of their founders’ personalities.
Topics: brand development strategy, Brand Consultant, Brand strategist, Brand Strategy, B2B Branding, rebrand, family business, employee-owned
Branding the Past for the Future—A Family Affair
Does your company have a distinct brand, based upon a thoughtful brand development process? Or is your company’s brand more of an extension of the founder’s personality?
Topics: Industrial Branding, brand development strategy, Brand Strategy, B2B Branding, rebrand, family business
But … Do Your Employees “Get” Your Brand?
Are your employees killing your company brand?
“Great company—possibly one of the best to work for.”
“You learn to appreciate good companies because almost all companies are better to work for than this one.”
Which one of these sounds most like what your employees might say? Or perhaps somewhere in-between? These quotes, from online employee reviews, illustrate how important employee perceptions are in shaping external perceptions of a company’s brand.
Topics: brand development strategy, Brand Loyalty, Brand Ambassador, Brand Strategy
The B2B Brand Experience: Make it Personal and Practice Reciprocity
In today’s business environment, there is little to no distinction between a company and its brand. The two are so intertwined that a Weber Shandwick report found that “corporate reputation and brand reputation are now nearly indivisible.”
Topics: Brand Loyalty, Brand strategist, Brand Strategy, B2B Branding
Powerful Brands Gain Loyalty through Passion and Performance
Everyone knows that loyal customers are the backbone of any successful B2B company. B2B brand loyalty is important—but how passionate are your customers? When you think of people who are passionate about a product, consumables typically come to mind. Picture the hordes of people who wait anxiously and are willing to stand endlessly in long lines for products with an apple on them, or those who won’t (or can’t!) start their day without their favorite branded coffee.
Topics: Branding, Brand Loyalty, Branding Webinar
Do You Understand Your Company’s Brand Essence?
Striving for balance in life leads to feeling centered: strong, even-keeled, and in control of your destiny. Achieving this in your personal life can be accomplished in a variety of ways—people do yoga, meditate, run, hike, travel—whatever serves as an enjoyable counterbalance to the demands of everyday life.
Topics: Branding, Brand Consulting, brand essence, Brand strategist
Last Updated on 6/11/2020
Years ago, management guru Peter Drucker said, “Because the purpose of business is to create and keep a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
Topics: Branding, brand message, brand promise, brand essence
