Find the latest insights, trends, and topics on B2B and healthcare marketing.

Communicating Your Purpose

Once you have a strong sense of your organization’s purpose and have put it into practice, it’s time to start communicating that purpose to your employees, customers and the wider world. There are many different methods for sharing your purpose. For the best results, employ a variety of tactics to make your message heard. Convey […]

How do you create a powerful purpose statement?

As Kevin Randall says in our forthcoming whitepaper, “A Higher Purpose Means Higher Profit,” “[a] company’s leadership should work in an inclusive way across the organization to craft a purpose statement that is credible, authentic and compelling for COR stakeholders.” While many businesses have mission or vision statements, it’s in any company’s interest to have […]

Why businesses should care about creating value for the rest of the world

Purpose-driven companies must operate on the principles of “shared value,” what Michael E. Porter and Mark R. Kramer defined as “creating economic value in a way that also creates value for society by addressing its needs and challenges.” Businesses should integrate external social value into their core offering, and employees should be given incentives to […]

Three companies who engage their employees and their purpose

As discussed in our whitepaper, “A Higher Purpose Means Higher Profits,” companies that actively engage their employees through a singular purpose are often those that are most successful. The following three companies are able to share their purpose with their employees in a meaningful way. Does your organization do the same? Zappos Zappos founder Tony […]

Why Purpose Creates Value for Customers

When we tell business leaders to focus on their purpose, the common response it “but how will it help us with customers?” Purpose may help a business improve its image and reach new clients, but when it comes to actually influencing a potential customer’s buying decision, how helpful is it? As Movèo notes in their white […]

Three things to learn from The Social Employee Twitter chat

Have you marked your calendar for tomorrow’s #socbizchat with Kevin Randall, Cheryl Burgess and Mark Burgess? Get ready, because we’ll be discussing lessons from Cheryl and Mark’s book, The Social Employee. Want a sneak peek? Here are three things you’ll learn more about in the chat tomorrow: How great companies build great social cultures The […]

Why Employee Voice Matters: A Dive into The Social Employee

In The Social Employee, for which our own Kevin Randall wrote the afterward, Cheryl and Mark Burgess write about employee voice as brand identity. Some companies may be nervous about empowering employees to become the social voice of their brands. In the past, it was relatively easy for brands to control their communications because channels […]

The evolution of business purpose

As we discussed last week, businesses benefit from having a clear purpose and sense of responsibility to the world around them. Today, we will dive deeper into how purpose helps business by looking at the original arguments for purpose in business and how they have evolved. Rosabeth Moss Kanter, professor at Harvard Business School, has […]

What is purpose?

In our upcoming whitepaper, “A Higher Purpose Means Higher Profits,” Vice President of Strategy & Marketing Kevin Randall wrote, “Most companies have visions, missions and values; but having a purpose goes deeper: it establishes a reason for being (beyond economic) and defines individual employee and collective meaning and direction.” Customers, Organizations and the Rest of […]

So You Want to Make a Difference?

This month on the blog, we’ve given you plenty of information on how marketers are making a difference that extends beyond their fields and impacts the greater good. But today, let’s take a step back and focus on how one company or one person can choose to use marketing to promote the greater good. Business […]