Results: Thinking

Custom Illustration

Here’s Where We Draw the Line: How Illustration Can Help Market Technical B2B Products

Rebecca Wilson Lundin | Thinking | October 5, 2017

Sometimes it seems like B2B marketing is all about contradictions. When we’re providing messaging and marketing for technology companies, we want to: Give it personality, but be serious. Explain it correctly, but make it easy to understand. Show it accurately, but make it visually engaging. Frequently, we find the solution to these contradictions in a …read more

Use Your Why

Why The “Why” Is So Important In Marketing

Dana Ray | Thinking | August 8, 2017

In my inbox last month, I was delighted to find an email with this subject line “Content Marketers: Your WHAT Doesn’t Matter if Your WHY Is Lacking.” It was part of a regular newsletter I get from the Content Marketing Institute, who are the folks behind some of the best marketing content out there. And …read more

When is the right time to rebrand

When is the Right Time for a Rebrand

Sydney Katona | Thinking | July 19, 2017

Your B2B company’s brand is important. Before a prospect gets to know your great product or service or your talented sales team, they’ll see your logo and visual identity. Your brand speaks for you without saying a word – so you want it to shout good things to the rooftops. “Sure, we don’t love our …read more

High Complexity

No Fear Marketing For High Complexity Products

Sydney Katona | Thinking | June 26, 2017

It can be hard to think simplicity when you’re marketing a highly-engineered communications subsystem for the US military or software that improves the process of process improvement. These types of products have tons of key features, super-niched buyers and are usually offered with customizable options for each customer. Among other factors, this level of complexity …read more

Branded Content

Branded Content for the B2B Marketer

Dana Ray | Thinking | June 15, 2017

In case you missed our last post, my colleague Sydney Katona and I got the chance to attend the Inbounder Conference in NYC at the Microsoft Center. It was a packed day of speakers who are at the forefront of the best marketing thinkers and developers. But one speaker stood out to us both: Melanie …read more

Right Tool

What to Do When Your Tool Isn’t Right for the Job

Dana Ray | Thinking | June 7, 2017

A few weeks ago, my colleague Sydney Katona and I got to attend the Inbounder Conference in NYC. Really, we just wanted to hear one of our Marketing Superheroes Rand Fishkin speak. Rand is the kind of person you want as a friend. He’s done some incredible work in SEO that has changed the industry …read more

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