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b2b brands


Enabler Brands Are Inspiring, Too!

Enabler Brands Are Inspiring, Too!

Disruptor vs. Enabler Brands These days, disruptor brands get all the attention. Companies like Airbnb, Netflix, and Uber have each skyrocketed into popularity by rattling the industries they came from. We get it. There’s something inherently inciting, even American, about the idea of taking down the big guys with your off-kilter vision of the future. It’s easy to root for. But here’s the thing about trailblazers — if everyone blazes their own unique trail, customers are faced with a dizzying network of singular (and often incompatible) solutions. In the course of one day, a person might...
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Branding Is the Heart of Demand Generation

Branding Is the Heart of Demand Generation

Demand Generation for B2B Marketers In the dark old days of 2012, the process of tracking a lead through a sales cycle was a slow, manual process. With the rise of automation platforms and integrated CRMs like Salesforce and HubSpot, our pipelines are now routinely filled with promising leads. The only problem? Everyone else has access to the same toolkit. What might have been considered a competitive advantage is now table stakes. Demand generation might fill the barrel with fish, but it’s the strength of a brand that hooks the lead.  Refresh Your Brand According to Forrester Research, 68...
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Storytelling Is the Best Bridge Between Customers and Solutions

Storytelling Is the Best Bridge Between Customers and Solutions

Once Upon a Sales Deck Salespeople want to sell. This much we know. Often, in our conversations with clients or in our perusing of sales decks, we hear a similar refrain. How do we cut to the chase and get to the meat? We don’t blame them. In today’s millennial-influenced age of purpose, you could sit through a narrative, a manifesto, a history lesson, a personal testimony, and a video on corporate social responsibility all before learning what someone is actually selling you. That’s the balancing act. You’re only as strong as your story — but if your story goes on too long, meanders, or...
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The Role of B2B Messaging and How to Get it Right

The Role of B2B Messaging and How to Get it Right

Disruptive and Transformational Technologies Technology is advancing like never before. With disruptive technology advancements in AI, machine learning, iOT, analytics, and so much more, it’s becoming more and more difficult for businesses to keep pace. Industries are being transformed and the world we live in is changing before our eyes. So how can you develop more compelling and differentiated B2B messaging for marketing and sales teams? As an agency, we work with many tech clients who are in the midst of this change – racing the clock to get to market before the competition....
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B2B Brands Can Be Emotive and Should Be!

B2B Brands Can Be Emotive and Should Be!

B2B brands deserve the same level of effort as their B2C counterparts We were talking with someone the other week about emotive branding and they said, “Sounds great for consumer brands, but I can’t see it working for a B2B brand.” Well, we begged to differ! Indeed, we believe B2B brands have tremendous opportunitites to differentiate and grow their businesses based on an emotive proposition. Note that we didn’t say an “emotional” proposition. Through “emotive” propositions we talk about B2B brands that reach out to people in a way that not...
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