Article
Fix Your Lukewarm Value Prop Before It Costs You
Strategy Fatigue is real—but the right strategic tools, powered by AI, can help you differentiate what you deliver and prove...
Article
Want Better Stories? Start with Better Positioning
Before you craft the perfect narrative, know what you want to be known for. Everyone is trying to tell better...
Article
Why Market Shaping is the Strategic Imperative You Can’t Ignore
Is your growth limited because your technical product isn’t being effectively positioned to meet important business needs? Is your mature...
Podcast
Influencing with Impact: What B2B’s Can Learn from This Year’s Best Super Bowl Ads
In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the...
Article
How B2B Marketers Can Benefit from This Year’s Best Super Bowl Ads
Super Bowl ads are a battleground for consumer product advertisers vying for audience attention. But B2B marketers can gain valuable...
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Article
Three Ways to Effectively Position Any B2B Brand
The Forgotten Step in Developing Your Message Positioning a new brand or product seems obvious by the time you get...
Article
Did This Milk Delivery Man Teach Us A Competitive Positioning Lesson
In the beginning… I want to take a trip down memory lane as a set-up for this short article. Of...
Article
Don’t Overreact To These 2022 Value Proposition Trends
B2B marketers can become skeptical of new business trends. It’s due to the fact that many phenomena — like content...
Podcast
Can Gamification Help B2Bs Sell “Serious” Products?
The trend of gamification applies aspects of game-playing to business, in order to invite more customer interaction on your website, help you invent new products, and even get employees to go the extra mile to take care of customers. The team discusses what you can do to leverage fun and games in your business!
Podcast
The Case of the 19th Century Content Marketer
This week we focus on the agricultural giant John Deere. Amongst the many reasons for Deere's long-term success is an astonishing fact: they began practicing content marketing over 120 years ago! The team digs into the principles of B2B content marketing. Why does it work? How should companies be guided in developing content? Learn the differences between B2C and B2B content marketing strategies.