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Keep It Real | B2B Messaging Strategy | Marketing

B2B Messaging Strategy: Keep It Real

October 14, 2020/in B2B Marketing Blog, B2B Messaging, Marketing Strategy /by Brian Surguine
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It’s tempting to develop a messaging strategy that overemphasizes the inspirational, uplifting, and idealistic aspects of your brand. Unfortunately, many marketers take it too far, forgetting that inauthentic messaging turns many buyers off. B2B tech sector buyers are particularly skeptical of boasts with no evidence to back them up.

Do your marketing boasts sound overblown? Here are some tips for gauging whether your messaging sounds authentic.
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Lead Nurturing: How to Woo MQLs

B2B Lead Nurturing: How to Woo Your MQLs

October 7, 2020/in B2B Customer Experience Research, B2B Customer Journey Mapping, B2B Market Research Blog, B2B Marketing Blog, Blog Posts, Marketing Enablement, Marketing Strategy /by Laura Johnson
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B2B leads don’t become customers overnight. B2B marketers need to master the art of lead nurturing to guide prospects in their buying journey. At this phase, your content has piqued their interest enough to fill out a contact form or download a whitepaper. Now your job is to keep their interest. You have to convince them that your solution is the best fit.

Knowing how and when to make contact with your marketing qualified lead (MQL) is the key to winning them over. But, there are a few things you need to consider before you make your move.
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Rebranding A Company: Dos & Don'ts

Rebranding A Company: Dos & Don’ts

June 26, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Brand Research, Marketing Strategy, Message Testing Research /by Sean Campbell
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Rebranding a company sounds like an exciting project to most marketers. A rebrand promises a fresh new look, maybe a new logo, perhaps even a new company name. But, rebrands are also expensive, and risk alienating or confusing current customers. In short, when they go wrong, rebrands can be career-enders.

So when to rebrand or not to rebrand? And if you decide to pull the trigger, what do you need to watch out for? Read on…

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10 Keys to Spotting a Bad B2B Marketing Agency

10 Keys to Spotting a Bad B2B Marketing Agency

June 17, 2020/in B2B Marketing Blog, Blog Posts, Marketing Strategy /by Ava Anderson
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If you’re a B2B marketer who needs agency support, finding the right partner can be frustrating. B2B marketing and B2B tech both require significant expertise. B2B marketing agency partnerships are often high-stakes and high-cost, with little margin for error. It’s impractical to grill every candidate on the ins and outs of your space, and worse to chance a disastrous initial collaboration. How can you be confident you’re landing an agency that can get the job done?

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B2B Branding

B2B Branding: What’s Your Brand Story? (Yes, It Matters)

May 22, 2020/in B2B Marketing Blog, Blog Posts, Marketing Strategy /by Ava Anderson
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It’s tempting to assume that emotional marketing elements like your brand story don’t matter in B2B. But research shows that’s not the case. Marketers lose a key opportunity to gain a competitive edge when they ignore the emotional elements of B2B branding, like brand storytelling.

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A solid B2B marketing strategy requires differentiators that actually stand out.

B2B Marketing Strategy: What’s a Real Differentiator?

February 13, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Marketing Strategy, Message Testing Research /by Sean Campbell
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A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by.

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B2B Messaging Framework

People-Pleasing Is Not a Good Messaging Strategy

November 19, 2019/in B2B Marketing Blog, B2B Messaging, Blog Posts, Content Marketing, Marketing Strategy /by Sean Campbell
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To develop a solid B2B messaging framework, you need to make some tough decisions. You also need to disappoint some people while delighting others. Sadly, too few companies do this. In all cases, this inability to commit leads to poor messaging and poor marketing. 

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Written by

Sean Campbell
Sean Campbell

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