As the role of Chief Marketing Officer gains more importance to business success, new challenges arise. Since the market can shift quickly, a solid strategic planning process is critical. For example, economic uncertainty can lead to marketing budget cuts that hamper a brand’s ability to stay in front of its target audience. The solution lies in having a planning process...

In today’s competitive business landscape, a brand’s success hinges on its ability to connect with customers, differentiate itself, and adapt to changing market dynamics. That’s why knowing how to do a brand audit is essential.  A brand audit involves a comprehensive evaluation of a company’s brand and its various components, aiming to assess its health, performance, and goal alignment. But...

The only way to make your marketing work is to know your audience. Dozens of B2B market research tools claim to help you do that, but how can you figure out which ones will really allow you to improve your performance? Our firm has driven millions of monthly web visits by studying and testing the value of many different marketing...

Brand reputation, brand perception, brand awareness—these are all critical measures of how your audience feels about your B2B brand, and they are most effectively measured using brand lift metrics. Brand lift metrics measure exactly how your marketing and ad campaigns impact the way your brand is perceived by your target buyers and how far your campaigns are reaching. As a...

B2B vs. B2C marketing — the former focuses on building relationships with other businesses, while the other is all about selling products or services directly to consumers.  They’ve always required two distinct approaches to attract and convert customers, but in 2023, those differences between the two are becoming more pronounced. In this article, we’ll explore exactly how they differ and...

The ease with which you can start a business is a blessing and a curse. You can get a company running in no time, but so can anyone else.  To stand out in a crowded market, a strong brand is essential. Many companies are answering the challenge with the help of a brand development agency.   In fact, the branding market’s...

Your visual identity is an important contributor to your ability to win new business and establish a strong brand perception with target audiences. Brand mood boards are a powerful tool for building this identity and aligning your teams around it. And while mood boards are sometimes considered a B2C strategy, B2B brands also have much to gain from using them....

In the world of B2B marketing, it’s easy to get lost in a sea of industry jargon and forget that we’re all just humans trying to make meaningful connections. But let’s face it, without B2B brand awareness, you might as well be a talking head in a gray suit shouting into the void.  In today’s post, we’re going to break...

Brand perception plays a crucial role in shaping customer decisions in the B2B world. The way a potential client perceives a brand influences their trust, and a staggering 81% of buyers say they must trust a brand in order to make a purchase. In other words: Brand perception can make or break your ability to close deals. The good news...