Rebranding for the Future & Beyond

B2B companies opt to rebrand their identity for any number of reasons — to prepare for expanded growth, break into a new market, appeal to a different audience, or simply refresh a brand that’s in danger of losing its relevance in changing times. Whatever the reason, no rebranding process can be considered complete without placing [...]

By | August 25th, 2015|B2B Insights|0 Comments

Creating SEO-optimized Content That Gets Found, Read and Appreciated

Crafting search-optimized content is essential in marketing today. But much to the chagrin of talented writers and intelligent readers alike, SEO is also having a big impact on the style and substance of copy. Here are five tips to keep in mind to create content that is both optimized and engaging. 1. Make it findable [...]

By | August 12th, 2015|B2B Insights|1 Comment

Leveraging the Pace of Change: How to Get the Most From Your Long-term Agency Partner

Keeping long-term client relationships fresh takes a lot of effort in today’s business environment. All of us are bombarded by new technologies, ideas and options as we go about our work and personal lives. And let’s be candid, with the quick pace of change in marketing, staying current is a challenge that requires considerable time [...]

By | July 29th, 2015|B2B Insights|0 Comments

Creating an Effective Launchpad for Your New Product

Introducing a new product or service can fuel growth and boost sales and market share. Yet according to almost any study of product launch success, 60–70 percent of new product launches fail. This is particularly common among mid-sized B2B companies, which — unlike smaller companies and startups that have cultures of innovation and are very nimble, [...]

By | July 8th, 2015|B2B Insights|1 Comment

Google’s Mobilegeddon Two Months Out: Was It an End or a Beginning?

“Mobilegeddon” was the affectionate nickname, but over 60 days after Google’s April 21st release date favoring mobile-friendly sites in their new algorithm, it’s clear that name was more bark than bite. Did you make it or miss it? Either way, there is good news. On February 26th, 2015, Google announced the pending release of an [...]

By | June 26th, 2015|B2B Insights|1 Comment

Think “Exposure to Closure” for Lead Management Success

Generating a lead and following it to closure is a pretty simple concept. You define your target audience, develop a compelling offer, communicate the offer to your target, they respond, you follow up, and voilà: a sale happens. As you can imagine, in the real world of business-to-business marketing, it quickly becomes more complex. Whether [...]

By | June 8th, 2015|B2B Insights|0 Comments

BMA Board Member Q&A: Dru Shipper

In this second installment of our BMA Board Member Q&A series, we sat down with Dru Shipper to discuss the changes and challenges in the ever-shifting B2B marketing space. As vice president and director of digital campaigns with BMO Financial Group and a member of BMA Chicago’s board of directors, we knew Mr. Shipper would [...]

By | April 30th, 2015|BMA Board Member Q&A|1 Comment

What Do B2B Buyers Need?

Rick Chavez, chief solutions officer of the Microsoft Advertising and Consumer Monetization Business Group, presented a new paradigm for mapping consumer needs at the April Luncheon. We know what you’re thinking: “What does mapping consumer needs have to do with business buyers?” Don’t let the terminology fool you. At their core, whether they’re decision-makers, influencers [...]

By | April 9th, 2015|BMA Events|0 Comments

Relevance Is the New Killer App

Your audience is surrounded by a sea of content that grows wider and deeper every day. You need to get their attention, but as more companies make the move into content marketing, the challenge can seem increasingly daunting. While the volume of content continues to expand, attention spans and available reading time do not. Advances [...]

By | March 31st, 2015|B2B Insights|0 Comments

How to Protect Your Company From Brand Vandals

In today’s digital world, engagement isn’t an option. It’s a necessity. Steve Earl, managing director of Zeno Group’s European region, emphasized brands’ vulnerability in the age of the Internet during his presentation at the March BMA breakfast seminar. Earl encouraged attendees to protect their company from “brand vandals.” Earl defines brand vandals as “people who [...]

By | March 24th, 2015|BMA Events|0 Comments