A social media branding strategy is a core part of every larger B2B marketing strategy.  And today, with more than 90% of companies using social media as a key marketing channel, it’s also a competitive imperative. Not only should companies have social media accounts, they should be leveraging them to communicate with customers, amplify content, and build brand awareness (among...

Content marketing and storytelling are both key components of an effective marketing strategy.  But while these tactics are closely related, often discussed together, and share similarities, they are not entirely synonymous. It’s important for marketers to understand these two terms as separate concepts in order to use each strategically.  In this article, we’ll explore the distinctions between content marketing and...

The world of business is an ever-changing landscape. Within this shifting terrain, the role of a Chief Marketing Officer (CMO) has become critical. A CMO is not merely a glorified marketer; instead, they are strategists, leaders, communicators, and innovators. In this post, we will explore the concept of CMO career development, highlighting its importance and discussing smart strategies to help...

In today’s fiercely competitive business landscape, simply offering a quality product or service is no longer sufficient to thrive. To truly stand out and forge connections with customers, brands must go beyond the ordinary and create immersive experiences that resonate with their target audience. This is where the art of brand experience design comes in. Brand experience design encompasses every...

In today’s competitive digital landscape, understanding and implementing a robust B2B content strategy is crucial for B2B brands. This article will explore the key components that contribute to a successful B2B content strategy and provide actionable steps to help you build and execute your own strategy effectively. By incorporating the components and action steps outlined in the sections below, you...

In today’s socially connected world, customers are seeking more than just products or services from brands. They want to align themselves with companies that share common values with them. This shift in consumer mindset has given rise to purpose-driven marketing—a strategic approach that goes beyond traditional promotional tactics. Through purpose-driven marketing, brands can align their external communications around social causes...

Net Promoter Score (NPS) is one of the most commonly-used business performance metrics—a simple and straightforward rating scale that helps businesses understand how well they’re serving their customers. But measuring the score isn’t enough to truly inform your future brand strategy. To understand NPS in context, companies must put it into context using B2B Net Promoter Score benchmarks. We’ve created...

As a Chief Marketing Officer (CMO), it’s your responsibility to create and execute a marketing strategy that drives results for your organization. But where do you start? In this article, we’ll walk you through how to develop a marketing strategy that consistently delivers. Step 1: Define Your Target Audience The first step in developing a marketing strategy is to define...

Brand extension occurs when companies use their existing brand and reputation to launch new products, gain a new customer base, or enter a new market outside of their current offerings.  Some of the world’s now-largest and most recognizable brands — think Amazon, Apple, GE, and the like — have attained their current positions at the top of multiple markets by...