How To Build A Strategic B2B Marketing Function

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Millennials And The New Push For Purpose In B2B Branding

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Mergers have the potential to be marvelous drivers of growth. More often than not, however, mergers fail: 80% of them don’t meet objectives, and 60% actually destroy shareholder value. According to research, this thoroughly avoidable situation is the result of culture clashes and confusion that emerge when business leaders concentrate on the functional aspects of …

Once upon a time (and it may still be that time in your organization) the marketing function in business-to-business companies wasn’t marketing in the fullest sense.  It was, at best, sales support communications. But as the B2B customer journey shifts away from one-to-one contact with a sales rep and toward an omnichannel path to purchase, …

“Yes” is such a beautiful word – and it can be an unexpectedly limiting one, too. Short, sweet and positive, it typically signals agreement and, in a business setting, a sale. But too much emphasis on learning why B2B customers say “Yes,” (that is, only telling you their priorities for a positive purchase decision), may …

The idea of “purpose” as both a customer and employee motivator is much talked about in the B2C space, but often overlooked or even dismissed in B2B branding and marketing.  However, a changing of the guard in B2B now makes purpose an absolute imperative (and a competitive advantage). As a B2B study commissioned by Google …

Building and maintaining a strong brand requires constant monitoring and nurturing, and on occasion, the need to rebrand. Regardless of how successful a brand strategy may have been in the past, businesses are dynamic in nature, and brand messaging may lose its relevance over time, especially if the company has evolved into new markets or …