There are still some marketers who are reluctant to embrace social media because they just don’t understand how to measure results or present what they do know in a way that can confidently drive decisions about future spend. While it is easy to track impressions, engagements and the general growth of your social platforms, what do these numbers truly mean in terms of dollars and cents for your business? How do we illustrate who is clicking on the links to content, and most importantly, how do we prove that an organic post or campaign is making an impact on the bottom line? What is B2B social ..read more

How much your B2B company should be spending on marketing — and why Table of Contents I. Intro II. Our VantagePoint on B2B marketing III. What can B2B marketing mean for you? IV. Research – “marketing in the era of responsibility” recap V. Research – other helpful stats VI. Tips and tricks for measuring B2B marketing ROI VII. Research – marketing spending landscape VIII. Responsibility and accountability correlate with higher marketing budgets IX. In-house considerations I. Fighting the budget battle smarter, not harder It’s an age-old problem. You know you need to reach potential customers i ..read more

VantagePoint Marketing, a nationally recognized business-to-business marketing agency, recently promoted Autumn Nicholson to public relations manager. Nicholson, a Georgia native, has more than 12 years of industry-relevant experience and has been a content specialist at VantagePoint for the past five years, executing clients’ public relations, content marketing and social media initiatives. Her background is in content marketing, leveraging her degree in English to advance the content leadership of clients in manufacturing and food production, as well as partner community organizations. In h ..read more

VantagePoint Marketing, a nationally recognized business-to-business marketing agency, recently hired Emily Runyon as account manager. In this role, Runyon will be a lead consultant with clients for all marketing initiatives, including developing annual marketing communications recommendations, scoping out client needs, assembling the right resources to fulfill them and managing projects to help clients achieve business goals. Runyon has a Bachelor of Science in business administration in marketing and management from Shippensburg University, where she was also a member of Beta Gamma Sigma Ho ..read more

Almost every company has some kind of online presence, whether they intend to or not. It could be a few Google Reviews or Yelp Ratings, a simple landing page, or a full-fledged e-commerce website. Every company’s online presence will look different based on the type of company, what the company does, and what the goals of the company are for their online presence. The same is true for companies even in a certain industry, such as B2B. Every company and every website are different, but as we move deeper into a digital age, the focus on online presence is ever increasing, making it more importa ..read more

VantagePoint Marketing, a nationally recognized business-to-business marketing agency, recently hired three new members to their client services department: Brianna McClain as content specialist, Rebecca Garcia as account executive and Shelley Windsor as account manager. L-R: McClain, Garcia, Windsor McClain, a 2016 graduate of Columbus State University in integrated media communications, will be focused on executing public relations, content marketing and social media projects for national and international clients. She brings several years of relevant industry experience in communications ..read more

You already know that a good design strategy is an important part of your B2B marketing strategy and in getting results from your target audience. (You do know that, right?) But what is good B2B graphic design? And is it different than consumer graphic design? In case you missed the memo, the days of boring “industrial graphic design” are long gone. Here are four rules our graphic design team tries to follow when creating marketing campaigns. 1. Be human. The audiences you are trying to reach are human, after all. The same people who buy and spec your products are influenced by marketing from ..read more

We’ll start by addressing the elephant in the room: we know most folks log on to social media platforms to see photos of their baby niece’s recent trip to the pumpkin patch, not to catch up with the latest B2B happenings. We also know B2B social media isn’t the most glamorous guest at the social marketing gala. But at the end of the day, B2B social media marketing is highly effective. After all, B2B buyers are humans just like us, with their own nieces on cute outings to the pumpkin patch, who are already using social media every day and actually want to make their B2B buying decisions throug ..read more

VantagePoint Marketing, a nationally recognized business-to-business marketing agency, is hosting multiple digital growth experience “Compass Workshops” for a limited time. VantagePoint has been working closely with B2B food equipment manufacturers for over 20 years and is hosting Compass Workshops to help marketers understand how to market their brands in a way that clearly impacts revenue and avoids waste. Henry Pellerin, VantagePoint president and CEO, said, “The recent global business climate has accelerated the need to use digital marketing efficiently and effectively. Fewer than 10% of ..read more

Let’s face it: at one point in time most of us have been persuaded by a complete stranger to make a purchase for something we thought we needed. The most comfortable shoes, the cloud-like bedding or the anti-aging beauty secret. No matter how self-aware, intelligent and disciplined you may be, you are still influenced by people who impact your thought processes, behaviors and habits in your day-to-day life. This is exactly the goal of a B2C influencer, someone who engages their audience, likely through social channels, to drive product sales. However, the world of influence is not limited to ..read more