declaration of independence brand mythology

The Founding Fathers: The Originators of the Brand Mythology

By | Brand Management | No Comments

As we ready our “out of office” auto-replies and mentally prepare for a day of star-spangled awesomeness, let’s take a few minutes to recognize a curious fact about the Declaration of Independence. Unbeknownst to its author, Thomas Jefferson (perhaps the greatest copywriter of his time), the Declaration wasn’t just the coming-out announcement of the United States of America as a new nation; it was also the first brand mythology. 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

3 Ways Buyer Personas Enhance the Customer Connection

By | Customer Messaging | No Comments

The misconception that the B2B purchase decision is based purely on logic must be set straight. That truth is, we humans rely more on the emotion and instinct from the right side of our brain, than the logical and rationalized reasoning from the left side. Yes, even in B2B marketing. Your challenge is to master this right-brain selling—and connect with the intuitive side of our customers so sales messages resonate with their needs, pressures and preferences.

How? One way is by creating buyer personas of your target audience(s). Read More

Mother's Day

Show Some Love: What Marketers Can Learn from Mother’s Day

By | Marketing Insights | No Comments

With Mother’s Day right around the corner, we’re reminded of the importance of showing those we value some love. But don’t forget about those special people you value at work, too. And no, we’re not talking about Wendy in accounting. We’re talking about your customers. You know, those people who, without them, your business wouldn’t exist. The ones your mission statement says you’re dedicated to serve. The ones you went through hoops to win over.

Yeah, they matter—and you have to prove this to them every once in a while. Why? Read More

Get more out of your marketing automation program

5 Must-haves to Make Your Marketing Automation Dominate

By | Marketing Automation | No Comments

Marketers leverage marketing automation software to nurture their prospects into long-term customers with positive and profitable relationships. The fact is, however, this goal isn’t easily realized. Marketing automation isn’t foolproof, and many marketers are paying the price in wasted resources and missed opportunities because they’ve failed to adequately develop their marketing automation strategy.

Use these five insights to ensure your marketing automation program dominates, from creation to execution. Read More

Get Over Yourself Graphic

Get Over Yourself: It’s About the Customer, Not You

By | Customer Messaging | No Comments

Let us ask you a question, and answer with complete honesty. What is the goal of your business?

If your key messaging reads something like “Celebrating 25 years” or “Quality supplier since 1985,” you may have the wrong focus.

You’re here to provide products and services that make your customers’ lives easier. When you make your customers happy, you make money.

To do this effectively you need to move beyond self-serving messaging and put your customers’ needs first. Not yours. Read More

4 Ways Interactive Sales Presentations Shorten Your Selling Cycle

By | Downloads, Interactive Sales Presentations | No Comments

Figure out how to shorten your company’s selling cycle, and you can look forward to a bright and lucrative marketing career. When the most important touch point in the B2B sales funnel is the face-to-face pitch, your team needs effective sales tools that help them close faster. But, let’s face it. Your 60-slide PowerPoint isn’t exactly what you’d call “engaging.” There has to be a better way, right?

An interactive sales presentation can help you lock down a more consistent brand message, while giving your sales team the flexibility to adapt to different selling situations—and move your prospects further down the sales funnel in four key ways.

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Getting sales in step with marketing

3 Reasons Why Your Salesforce Doesn’t Focus on Your Marketing Goals

By | Sales Insights | No Comments

Imagine the day when your salesforce is totally in sync with your marketing goals. When they’re laser-focused on selling high-margin, strategic solutions that address real customer needs and drive profitable growth.

That’s the dream of every sales and marketing leader, so how come reality doesn’t always work out that way? You’ve equipped your sales organization with reams of market knowledge, segmentation data, customer personas, competitive insights and selling tools. Yet it’s like all your hard work ends up in a big black hole. They don’t use it, you don’t hit your numbers and everyone’s frustrated.

Here are three reasons why your marketing efforts might not be paying off—and how an interactive sales playbook can help you get your sales organization to sell more strategically.  Read More