A buyer persona is a representation of your ideal customer based on market research and gathered data on existing customers. When done properly, it can help your B2B to better understand its audience—including its needs, motivations, and buying hesitancies.  Knowing these factors helps marketers to create tailored and more compelling marketing content and campaigns. In …
Inform Your Marketing Programs…

With social media now a firmly established tool in the marketing arsenal, most B2B marketers dedicate a solid amount of time to posting to at least one platform, if not more than one.  But do you ever wonder if your social activities are worth all the time and effort? Sure, your audience is on social, …
5 Ways to Wake…

Hard to believe it’s January—and for many of us, time to compile a new marketing plan to guide activities and expenditures for the year ahead. In our role as marketing counsel to our clients, and as an avid reader and follower of industry trends, we’re offering seven hot topics that have landed on our radar, …
7 Key Marketing Trends…

When it comes to understanding your market, research is vital. While you may have some pretty solid assumptions about who your target audience is and what they care about, research can confirm it so that you aren’t just going with your gut. Additionally, market research can provide new insights that can help you to build …
Should Your Business Be…

For the most part, the answer is “yes.” When your product or company receives such recognition, it means that an objective third party has vetted and chosen it, positively impacting your brand image. Awards have the following advantages: Increase visibility through media coverage and social posts announcing the win Boost credibility and establish trust so …
Are Awards Submissions Worth…

Email marketing is popular in all its forms, from outright promotional offers to informational e-newsletters. In fact, 81 percent of B2B marketers say the latter is their most often used form of content marketing. Of course, a key goal is to grow the subscriber list—the bigger the better. This makes it tempting to purchase a …
Thinking of Buying an…

It’s nearly Halloween, so we’re setting the stage for some major chills in the form of marketing and PR nightmares. Warning: They could happen to you if you’re not properly prepared (cue the lightning flashes and creepy Vincent Price laugh). Seriously, there are many marketing and PR ghost stories to tell—some based on our own …
6 Marketing Nightmares (And…