I’ve researched hundreds of logistics brands in the last couple of months. I’ve poured through websites, evaluated logos and reviewed positioning statements. And I’ve noticed a pattern. For the most part—and with a few notable exceptions—the logistics industry is filled…
“Branding is fluff.” “We need qualified leads who are ready to buy, and branding doesn’t deliver. It’s a waste of time.” “Demand marketing is where it’s at.” In today’s ROI-driven, measure-everything and cut-what-doesn’t-deliver-right-now world, these words echo through the halls…
If you’re an owner or marketing leader at a professional services firm, you’ve probably asked (or been asked) the classic question: when is the right time to rebrand? Rebranding is the process of changing a business’ identity. The different degrees…
“Being creative” has a season. It’s usually when you’re younger, in elementary school, cutting shapes out of colored construction paper. Parents stare proudly at their children, wide-eyed and full of grins, and compliment them with “Look what you made. You…
I’ve never met a B2B marketer who wasn’t concerned about lead generation. It’s usually the reason B2B marketers exist—sure, we need to build brand awareness, create compelling messaging and foster customer loyalty. But it’s all done to support sales and…
Trust. It’s the very heart of marketing—and it’s the hardest thing to get right. That might sound like a gross oversimplification, but it’s true. Particularly with the longer sales cycles so prevalent in business-to-business and professional services markets. But how…
B2B marketing is entering a renaissance era. And it’s not just us saying that. A recent article in AdWeek interviewed B2B marketing leaders across industries and spotlighted a growing trend: business-to-business brands are focusing not only on short-term performance marketing,…
Recently, I gave a talk to a group of professional services business owners and leaders about how branding helps to close sales deals. And while it was fresh in my head, I thought I would share some thoughts here. In…
Have you ever read Steal Like An Artist by Austin Kleon? If you haven’t, you should. The book is about the creative process and where ideas come from—and how to generate your own. It gives great examples of how different…
B2B content marketing plays an important role in our company. It started as a tactic we used in our own marketing—publishing weekly blogs, daily social media posts, monthly emails, and occasional ebooks, guides and videos. Eventually, our clients started asking…
