You’d be surprised at the number of global B2B organizations–with many, many zeroes in their gross revenue column–who meet with us and have a bare-bones marketing department. There’s never one common reason. Global economic trends may have forced them to cut costs. Their industry may still rely heavily on personal relationships and ABM-based tactics driven exclusively by the sales team. They might make incredibly complex and niche products that–quite frankly–don’t attract top-tier marketing talent. They’re most often in an industry that requires enormous R&D capital (like biotech, pharma ..read more

As we move into 2024, B2B companies face new challenges and opportunities to reach and engage their target audience. In a world driven by digital transformation and changing consumer behavior, traditional marketing strategies are no longer sufficient. Instead, B2B companies must embrace new digital marketing tactics to stay ahead of the curve and achieve meaningful results. In this blog, we explore 12 ways your business can keep pace and ensure your message reaches the right people at the right time. Innovative Digital Marketing Strategies for B2B Companies in 2024 Employ Artificial I ..read more

Most of your day, you need to think like a marketer. That is your job, after all. You produce content and execute tactics for a sole purpose–drive results that grow the business. But when you work in the B2B realm, the job requires diving into complicated, technical ideas that take years to grasp. You don’t have years. Which means you need to take a shortcut–picking the brain of your Subject Matter Experts (SMEs). These are the scientists, inventors, and innovators who know your business’ products down to the molecule (in the Life Sciences, quite literally down to the molecule). When it com ..read more

Sure, you could lock yourself in a conference room and brainstorm campaign ideas on a whiteboard. Or even pore over industry data to guide your tactics. Often, though, one of the most effective ways to mold, refine, or transform your overall marketing strategy is to go straight to the source–Your customers. In this blog, we explore the multifaceted ways in which customer feedback influences and shapes B2B marketing strategies, ultimately leading to enhanced customer satisfaction, improved brand perception, and sustainable business growth. The Role of Customer Feedback in Shaping B2B Mar ..read more

For B2B organizations, marketing automation serves as a game-changing strategy for streamlining processes, enhancing efficiency, and driving results. As businesses navigate the complexities of modern marketing, the need for innovative tools and tactics to stay competitive has never been more pressing. Now in 2024, B2B marketing and account-based marketing automation isn’t simply nice to have. It’s necessary to compete with your peers while boosting efficiency. In this guide, we explore how automation can propel your marketing into a faster, more powerful era. B2B Marketing Automation: The ..read more

As businesses strive to deliver compelling content and meaningful engagement, they are continuously exploring new avenues to connect with their target audience. That’s why webinars are increasingly popular B2B tools to drive top and middle-of-funnel leads. The format allows businesses to display their expertise and build thought leadership while engaging with target customers in a more interactive manner. These online seminars offer a versatile and engaging medium for disseminating valuable insights, facilitating interactive discussions, and nurturing relationships with both prospects ..read more

Once you’ve made the monumental decision to rebrand, it’s easy to get energized about the fun parts of the process. You probably can’t wait to throw out new name suggestions, pore over logo mocks, or wordsmith taglines. Don’t run over to the whiteboard just yet. When we work with clients to rebrand, we don’t jump into the creative process immediately. We need scaffolding–the supporting information and guide rails that ensure the final visual and verbal identity resonates with the right audience and actually reflects the true core of the business. That scaffolding is built with the 10 questi ..read more

In the world of B2B content marketing, the ability to tell compelling stories can be a game-changer. While B2B transactions may involve complex products or services, at their core, they are still driven by human emotions, relationships, and aspirations. Using an effective brand story, B2B marketers can connect with their audience on a deeper level. If you’re looking to bolster your content marketing strategy, these six tips will get you started. The Art of Storytelling in B2B Content Marketing Understand Your Audience for Better Brand Storytelling Effective storytelling begins with a d ..read more

Producing high-quality content is crucial for engaging your target audience, disseminating information, and establishing authority in the life sciences. However, creating fresh content consistently can be time-consuming and resource-intensive. Fortunately, there’s a solution: repurposing and extending the lifespan of existing content across various channels. By strategically repackaging and distributing your content, you can maximize its reach and impact without constantly reinventing the wheel. In this blog, we’ll explore effective strategies for repurposing life science content and extendi ..read more

The evolution of user interface (UI) design in B2B (business-to-business) software solutions has been a dynamic journey marked by continuous innovation and adaptation to changing technological landscapes and user demands. Initially, B2B software interfaces were primarily functional, focusing on providing users with the tools and features needed to accomplish specific tasks. However, as technology progressed and user expectations evolved, there has been a noticeable shift towards more intuitive, user-centric, and visually appealing UI designs. The Evolution of User Interface Design in B2 ..read more