B2B Marketing
8 Tips to Build a Killer Careers Page That Actually Attracts Top Talent
Before a candidate hits “Apply,” they’re already judging your brand. We’ll show you how to turn your careers page into a powerful recruitment tool that reflects your culture and connects with the right talent. Lead with a clear employer value proposition (EVP) that sets the tone Show your real culture, ...
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HR and Marketing Alignment: The Real Key to a Strong Employer Brand
Culture might be the most overused word in sports. When teams win, they have “great culture.” When they lose, it suddenly “stinks.” In his first press conference as Tigers manager on October 30, 2020, AJ Hinch said: “If the Tigers organization does a really good job, we’re going to re-establish ...
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The Science of Storytelling
Remember VH1’s Storytellers? For 20 years, we heard legends like Billy Joel, Stevie Nicks, and Tom Petty share the stories behind their music. Even artists like Dave Matthews Band, The Smashing Pumpkins, and Snoop Dogg got into the act. My personal favorite? Green Day’s 2005 performance of American Idiot—pop-punk perfection! ...
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Specs Don’t Sell
Stop selling features and start selling benefits. In my 25+ years helping B2B companies market their innovative products and revolutionary technologies, I’ve learned a valuable truth—specs don’t sell. The most successful companies understand this. They know focusing solely on features and technical details won’t win customers. Instead, they prioritize building ...
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Humanizing B2B
Stop selling features and start telling human-centric stories. The meteor is coming… There is a giant piece of molten rock heading your way. It’s big, it’s scary, and it’s going to have a catastrophic effect on your profession. But what can you do to stop it? That’s how the cofounders ...
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Drew, Drew, Drew!: The Truth About Marketing Jobs & AI
Sorry, Sam. AI hasn’t made me obsolete yet. We’ve been watching reruns of The Brady Bunch on Amazon Prime at our house recently. From 1969 to 1974, and for years after in syndication, there was no finer sitcom for kids born in the 70s. For the uninitiated, here’s the story…of ...
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How My Obsession with Data Started with a Blog About Wearables
I became a numbers guy, one step at a time. 1,643 days. That’s how many days there have been since January 1, 2020. Why does that number matter? It’s at least how many days in a row I’ve walked outside. It’s actually more than that because I can’t remember exactly ...
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Developing a B2B Marketing Strategy: Best Practices for Success
How to Create a B2B Marketing Strategy for Your Business Marketing strategies play a pivotal role in a successful marketing effort. A robust strategy enables you to maximize your marketing budget, ensuring a tangible ROI. Establishing a sound B2B marketing strategy ensures that your marketing initiatives are not only focused ...
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Effective B2B Strategies for Medtech Marketing
For decades, medtech companies leaned heavily on relationship marketing, with sales reps playing a larger role in the marketing process than they do for most other B2B marketers. Healthcare professionals (HCPs) were hard to reach any other way. Since the COVID-19 pandemic, however, HCPs have embraced digital communications in a ...
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Effective B2B Marketing Strategies for Healthcare Professionals
Over the past five years, B2B healthcare marketing trends have included a significant shift away from outbound sales strategies dominated by sales reps. Today’s healthcare executives and clinical professionals are catching up with larger B2B buyer trends wherein the customer initiates the connection, oftentimes via a search engine, social media ...
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Developing a Data-Driven Marketing Strategy
I often feel like I’m one of those odd ducks who loves research. I am a research nerd. You give me a topic, and I’m going to read the heck out of it before I have a response. If I’m buying a new car or a new trash can, I’m ...
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What’s the Difference? B2B vs B2C Market Research Explained
Whether you’re engaged in B2B or B2C marketing, the most successful programs start with a solid foundation of data. Marketers gather that data via market research, which examines consumer behavior and trends to help an organization develop its business and marketing strategies. While there are differences between B2B and B2C ...
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