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b2b

A 5-Step Action Plan for Sales and Marketing Alignment

March 19, 2019 —

A 5-Step Action Plan for Sales and Marketing Alignment

B2B Sales and Marketing Alignment 2.0 A former colleague of mine just started a job where she was required to stand up and deliver a sales presentation to the sales leadership team. That wouldn’t be unusual for a new salesperson – but she’s a marketer. And the experience of walking in the sales team’s shoes made her a better one. B2B companies talk a lot about sales and marketing alignment, but talk will only get you so far. Companies need to take action to get their sales and marketing teams empathizing with each other, strategizing together, and working from the same playbook. It’s a...
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An Audience-Centric Approach to Communications

February 5, 2019 —

An Audience-Centric Approach to Communications

The Curse of Knowledge When you work in the business of ideas, things are bound to get complicated. At Emotive Brand, we mainly work with high-growth, B2B tech companies. Our clients are experts at building big, technical, complex systems that solve real human problems. What they aren’t always experts at, however, is explaining those ideas in a way that feels human and approachable. We don’t blame them. It’s something that’s often called “the curse of knowledge.” It’s when you’re so immersed in the universe of your product that you have a hard time remembering the rest of the world hasn’t...
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How Brand Strategy Can Uplevel Your Company’s EQ

August 28, 2018 —

How Brand Strategy Can Uplevel Your Company’s EQ

Emotional Intelligence (EI or EQ) may account for as much as 80% of peoples’ personal success – more than intellectual intelligence (IQ). At Emotive Brand, we believe EQ matters as much as smarts for brands too. So how does EQ apply to brands, and what can B2B CMOs do to uplevel their organizational emotional intelligence? EQ has five components: self-awareness, self-regulation, internal motivation, empathy, and social skills. All of these apply to businesses as well as people. And all of them can impact basic business strategy, from how to articulate your brand to who to hire and how to...
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