What is Reverse Positioning in Marketing and Branding?

By Philip BerardoDec 04, 2019

 

image credit: Rawpixel.com/shutterstock.com

The final month of 2019 is upon us, and it looks like the branding and marketing world is embracing a revitalized strategy. The term “reverse positioning” (sometimes called “breakaway positioning”) has begun resurfacing in the marketing industry recently, but what exactly does it mean? In this post, we’ll be defining reverse positioning—a unique marketing and branding strategy your company should know about.

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What is a Brand Refresh? Insights for B2B Marketers

By Philip BerardoNov 21, 2019

 

image credit: Rawpixel.com/shutterstock.com 

A brand refresh is a topic that your b2b marketing company may have already discussed—and the response may have been a resounding “that’s a good idea!” Despite this, the idea of a “refresh” may not be within your company’s current brand strategy and scope. It’s hard to fit a full refresh into your branding strategy, especially if it will change other company aspects in the process, such as tone or existing guidelines.

The truth is, every company runs the risk of becoming stale and outdated with its branding. To prevent your b2b marketing company from running its course, here’s what you need to know about a brand refresh.

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Understanding the Advantages of Brand Equity in B2B Marketing

By Philip BerardoNov 15, 2019

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What does it mean for your company to have a strong “brand equity?” Well, it’s part of what makes your brand valued and meaningful in the eyes of your customers and prospects. Without brand equity, your b2b company is essentially marketing its brand without any defining characteristics—no real emotional value to gain from supporting it. That doesn’t exactly sound like it’s doing your target audience any favors, does it? That’s why we’re sharing the key advantages of brand equity in b2b marketing, with best practices your company can follow!

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Build Stronger Brand Awareness in Your B2B Marketing Company

By Philip BerardoOct 11, 2019

 

image source: Rawpixel.com/shutterstock.com

You’ve probably heard countless stories from other b2b companies about how they built up their brand awareness and reached a bigger audience. These success stories can be just as worrisome as they are impactful and inspiring; you may feel uneasy about your current brand awareness, when other company brands are dominating your industry's landscape. To keep up with many competing brands, here’s how your b2b marketing company can build stronger brand awareness.

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How Your B2B Marketing Company Can Refresh its Content Strategy

By Philip BerardoOct 04, 2019

 

image credit: garagestock/shutterstock.com

When the time comes to review your b2b company’s content marketing strategy, it can prove to be a harsh reality—not all of your content will perform as well as others; your content may not generate the traffic and leads your company is looking for, or perhaps you’re spreading your content too thin.

There are several challenges that can come with any content marketing strategy, and it’s perfectly all right to run into a few speed bumps along the way! Here are a few ways your b2b marketing company can refresh its content strategy.

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4 Content Writing Best Practices for Your Digital Marketing

By Philip BerardoSep 18, 2019



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Digital marketing—especially for those using an inbound strategy—has an emphasis on written material, typically through blogging and content development. The way your company portrays its tone and overall “voice” makes a big difference when building engagement and trust. The content you write can vary across a number of pieces—direct mailers, emails, and blog posts are just a few examples. Here are 4 content writing best practices you should be following for your digital marketing.

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Digital Marketing in 2020: What will the Next Decade Bring?

By Philip BerardoAug 06, 2019

image credit: Wright Studio/shutterstock.com

It’s hard to believe that we’ve almost reached a new decade. With 2020 looming over the horizon, there are plenty of thoughts to consider about the state of digital marketing. Each new year always manages to bring a few surprises to the digital marketing landscape (remember when HubSpot helped destroy the sales funnel last year?) So as we make our way through the last weeks of the summer, let’s take a look ahead at digital marketing in 2020.

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Digital Transformation: How B2B Marketing is Evolving

By Philip BerardoJun 27, 2019

image credit: Wright Studio/shutterstock.com

Let’s take a trip back to the year 2017. That year, a report from eMarketer showed that only 21% of marketers had adopted digital transformation programs for their marketing. Despite such a low number, many marketers believed that new technology in the digital age could lead to bold, creative ideas.

In 2019, an effort to shift to digital transformation has affected several b2b businesses. In fact, some companies have seen five times more growth in revenue, as a result of digital transformation efforts. Here is how we can expect digital transformation to affect b2b marketing in the year ahead.

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The Fundamentals of B2B Account-Based Marketing

By Philip BerardoMay 31, 2019


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The term “account-based marketing” has gradually become more common in today’s b2b marketing landscape. It is defined as a focus on both sales and marketing resources for target accounts in a market, with an emphasis on personalization for each account. In other words, it’s an excellent way to hone in on customers and clients with a higher overall value, as opposed to making your reach too broad.

To get a better understanding of how it works, here are some fundamentals you should know for b2b account-based marketing.

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2 Marketing Tactics to Grow Your SaaS Business Online

By Philip BerardoMay 15, 2019


image credit: Wright Studio/shutterstock.com

Growing your SaaS business takes more than just a quality service; you need to have a strong online presence. In an industry of endless competition, this means the way you promote you business and brand online has become more crucial than ever. We’ve previously shared several marketing strategies to grow your SaaS business, including content development and co-marketing campaigns. Here are two tactics your company can use to increase your online presence and build trust.

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