Find the latest insights, trends, and topics on B2B and healthcare marketing.
A popular, current discussion among B2B marketers is the fact that they are prioritizing social media and search and content marketing above all else. Both have become vital tools in the digital age. While social media presents difficulty in measuring ROI, its ability to engage an audience and contribute to the total package, leading in […]
Unfortunately, B2B marketing has a reputation for being dry and boring. We all know that dry and boring is unacceptable in today’s world of social sharing and virality. In fact, engaging the customer with compelling content has become the essential path to getting a sale. Sometimes, this quest for fun and shareable seems easier for […]
Here on our blog, April has been devoted almost entirely to Brand Empathy. We’ve been staying up-to-date on industry news, though, and now we’d like to share our favorite B2B Marketing posts from around the web. B2B Marketers Say Twitter is Now but Google + is the Future By Cynthia Boris, Marketing Pilgrim B2B Marketing […]
Like any useful tool, Brand Empathy has potential downfalls that must be avoided. Before you start restructuring your marketing program to create an empathetic culture, be mindful of these risks: Empathy cannot be bought Companies can put a lot of time and energy into cultivating Brand Empathy, but in the end, it is only your […]
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 […]
