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As many of you realize, Brand Empathy shares some similarities with what has been known for years as “thought leadership marketing.” Both approaches are centered on earning trust and credibility among consumers. Thought Leaders specialize in sharing something beyond product – information, insight, and ideas – and they are viewed as the trusted authority in […]
On Monday, we discussed how important it is to create a culture of Brand Empathy with your customers. The first step in that process is, as you know, to figure out what consumer problems are. Only then can your company guide the conversation and present a solution to the problem. Even better, when customers feel […]
This month, we’ve been discussing Brand Empathy, the most important modern tactic for B2B marketers to master in the digital age. While you may be convinced that this step is necessary, development and implementation of Brand Empathy can be daunting. The key is to convince your customers, through conversation and engagement, that you care deeply […]
On Monday, we discussed the growing need for Brand Empathy among B2B marketers. The internet has changed the buying process for businesses, and brands no longer have the influence they once did in the middle of the sales cycle. Branding is no less important, but today, companies must gain influence at a different time: before […]
At the end of January, social media saw the introduction of Vine, a new video sharing tool that was purchased by Twitter last year. Vine allows its users to share six second videos on Facebook and Twitter, and while the application is currently only available to iOS users, Twitter hopes to eventually introduce it to […]
B2B marketers are well aware that making a sale to a business is a more complex endeavor than making a sale to an individual consumer. It is their job to understand the business buying model and develop communications strategies that lead to success within it. B2B complexity is due in part to the longer sales […]
According to the quarterly Marketing Confidence Monitor report, B2B marketers feel growing confidence about their prospects for 2013. In fact, 42% of B2B marketers feel encouraged, while only 35% of B2C marketers report the same enthusiasm. Though concern surrounding consumer confidence remains, perhaps this growing stability among businesses will pave the way, through example, to more […]
Google recently announced that their beloved Reader service will be no more after July 1, 2013. This came as a shock to many who have used it faithfully since 2005 to organize favorite websites and blogs for easy reading. After the initial panic subsided, various replacement services began to rise to the surface. While many […]
Despite the growth of mobile and social, a recent study from BtoB Magazine indicates that a majority of marketers still consider email to be their most essential marketing tool. Though it doesn’t get as much hype as other digital tools, email remains the most trusted form of internet-based consumer engagement. Email is so popular, in […]
The end of March is approaching, and once again we’re sharing a roundup of our favorite B2B marketing blog posts. Last month we covered which social media networks are the best for businesses, and this month, we found information about Twitter’s specific usefulness for B2B tech brands. Additionally, you’ll find posts about customer roles, content […]
