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All Posts By

Margie MacLachlan

It's time to rebrand

4 Reasons to Consider Rebranding Your Company

By | Brand Management | No Comments
Brand matters to the success of every B2B organization. A strong brand has the power to help you win in a competitive marketplace. It’s more than a logo or tagline. It’s a strategic business asset—a reason your customers look beyond price to choose you over your competitors. Strong brands can drive billions in market capitalization.

So how do you know when it’s time to breathe new life into your brand?  Here are 4 situations when a rebranding strategy might be in your best interest.

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B2B Research Dilemma: The DIY Approach to Market Research

B2B Research Dilemma: What to Do When Your Market Research Doesn’t Exist

By | Marketing Insights | One Comment

B2B marketers must come to grips with one reality of our unique space: adequate, let alone comprehensive, market research often doesn’t exist. Why? Small, nuanced markets and indirect sales channels are the nature of the B2B world. Nevertheless, marketers still need information to help them make the tough, timely decisions that produce positive results. But how? Read More

Overcome Marketers Block

Overcoming Marketer’s Block

By | Marketing Insights | No Comments

It happens to writers, musicians and artists. And, yes, it happens to marketers, too.

We call it marketer’s block. It’s that moment when you find yourself and your brand at a standstill, constantly questioning what’s next and lacking the insight to set your course.

The problem is that stagnancy and success don’t mix. To move the needle, you need to make moves.

But what do you do when you don’t know what to do? Read More

own the pitch

The Secret to Winning Enterprise Accounts

By | Sales Insights | No Comments

Picture this: It’s EOD Thursday, and John from Sales knocks on your door. He’s pitching a huge account on Monday. It’s an enterprise account—one that’ll fundamentally change business for your company. John asks if you can give his presentation a once-over, so “you know, it looks good and sounds smart from a marketing perspective.”

You got it, John! Then he drops a 100-page hard copy of his PowerPoint on your desk and whistles his way out of your office. Read More

happy-father's-day

What Dads Can Teach Us About Marketing

By | Marketing Insights | No Comments

It’s almost that time of year again when we celebrate dads. You know, those guys who taught us how to ride our bikes. Who taught us how to fix things around the house. Who taught us that a boo-boo on our knee wasn’t the end of the world. And who always had our backs. No matter what.

Dads are pretty cool—and pretty smart, too. They’re full of life lessons, like the ones listed above. They also taught you some great insights on marketing, if you were paying attention. Read More

B2B Brand Identity: Why Mythology Matters

By | Brand Management | No Comments

If I were to tell you that a brand voice and personality were a part of creating a meaningful brand identity, you would probably nod in agreement and say, “Of course, I learned that in Marketing 101.” But if I were to tell you that mythology was an integral piece of B2B branding, you may look at me as if I had a few screws loose.

But, believe me, my head is on straight. Brand mythology is important—and here’s why. Read More