Because the B2B buyer journey is typically complex – and often requires buy-in from multiple parties – it’s important to make it as easy as possible for prospects to justify specifying your brand over the competition. In a study...
Every audience has favorite brands – the companies and products they return to on a regular basis, simply because the brand offers reliable, high quality products and exemplary customer service. In response, savvy brand marketers have learned that offering...
For decades, the makers of home, kitchen and bath products have taken two predictable paths when marketing their products to consumers – the “dependable approach,” in which a company tells a potential consumer how...
Following are four considerations to ensure your marketing will reach even higher levels of success in 2020. Know Thy Audiences. Building product brands have more than one purchaser or specifier. So, rather than developing universally-targeted content, consider...
The purpose of a landing page is to create an opportunity to “convert” a prospect into a customer by expanding upon the promise made in an advertisement or link – driving the prospect to take a specific action. Just as with a website, creating a...
