Any messaging set in January has long been abandoned. After all, 97% of the 110 B2B CMOs that we surveyed said that they had to revise their 2020 marketing plans. They had to. Offices went entirely remote. Marketers were (and still are) being asked to do more with less. Messages that focused on winning and excellence had to be converted...
How do you separate your business from the rest of the pack (AKA your competitors)? You deliver what you promise, and then you deliver more. According to CMO Christina Bottis of Coyote Logistics, it’s about exceeding expectations, and one of the ways to do that is through customer-centric content marketing. Coyote Logistics, a freight and supply chain solutions company, doesn’t...
On June 16th, 2020, National Instruments launched their new brand identity, and are now known as NI. The global tech company continues to enable engineers around the world with their test-and-measure tools, but now they’ve enhanced the brand with a sleek, modern logo, standout colors, and a tremendous rallying cry: “Engineer Ambitiously.” However, their purpose-packed tagline doesn’t apply only to...
What are the top two challenges that B2B businesses are facing in the wake of the events 2020? According to a Renegade survey of 110 B2B CMOs, 81% were scrambling to find replacements for physical events, and 58% had already faced budget cuts. This unique combination of challenges calls for unique solutions. Lucky for us, we’ve been able to talk...
In a recent survey, 97% of 110 B2B CMOs acknowledged that they had revised their marketing plans in 2020. This should come as no surprise—it's been a tough year so far—but it's clear evidence that agility is not just a desirable trait for CMOs, it's necessary. Even more, pivoting on a dime sometimes means dropping old assumptions in favor of...
Have you ever encountered someone who thinks marketing is a waste of time? If so, you may be familiar with this zinger: “You can eat a good sales pitch, but you can’t eat awareness!” Funny, right? They’ll point their fingers and laugh, but marketing-believers everywhere know the truth. If a funnel full of quality leads is the bountiful garden, then...
Check out any of the content curated by Red Hat’s in-house team, and you’ll see the same message over and over again: collaborative problem solving is the engine for innovation. Their Open Source Stories showcase community innovation at work in poignant, inspiring ways. Their transparency during their rebrand reflects their commitment to living their code. And their annual Women in...
We’ve talked about how bringing your story to life in a unique way can generate demand, and we’ve also covered how sending direct mail is a great way to do it. Next up, we’re going to showcase a company (and one of our clients) who’s done it right. That company is Case Paper, and for 76 years, the paper and...
Should a calamitous event (say, a global pandemic) bring your rebrand plans to a halt? Not necessarily. A rebrand doesn’t happen in a vortex, and any truly successful rebrand is about a renewed brand purpose—one that can guide an organization’s actions in any situation, good or bad. At the American Lung Association, for example, their decision to forge ahead with...
There are a million and one reasons why cultivating brand purpose should be a priority for any business and, in light of the current COVID pandemic, here's one more (with 4 inspiring examples to back us up)! Because a true purpose is the overarching, guiding force behind everything a company does, it’s the contingency plan you didn’t know you needed...