Brand Syntax: The Blog

Nowadays, a company’s website is like its “front door” to the vast majority of consumers. It’s a living document, one that needs to reflect well on the business behind it. In fact, a website’s appearance and functionality can attract customers to an organization — or send them running for cover.

If you haven’t heard much about this topic yet, get ready. The pendulum of marketing trends is swinging back from revenue & lead-driven demand generation towards branding. You’re going to hear all sorts of “marketing” people telling you that you need to focus time, money, and energy on creating a brand. But, the truth is simply this: you can’t really create a brand.

Eighty-five percent of B2B marketers say lead gen is their single most important goal. That’s unfortunate. Believe it or not, marketing has never been about generating leads. It’s all about growth. In fact, 83 percent of global CEOs believe that marketing should be responsible for almost all of their company’s growth agenda. In other words, CEOs don’t want marketing to produce leads; they want growth. And these two objectives are held together by the most fragile of threads.

As we all step gently into the new age of data privacy and consumer trust, traditional methods of data collection, attribution, and personalization are changing. Both businesses and marketers are struggling to adjust.

The only thing more terrifying than trying to navigate through this new privacy-centric era is attempting to find your way forward. What’s next? How do you adjust? And, better yet, how do you find value in personalization and data privacy simultaneously?

Instead of focusing on providing experience and training to junior marketing professionals through mentorship, most businesses rely on college credentials and past work experience. But, there are definitely some lessons we should learn from master tradecraft pros that take on the responsibility of teaching that craft to the next generation of masters.

2021 is upon us, and with a new year comes a new approach to your B2B marketing strategy. Unfortunately for all of us, the impacts of and uncertainty from COVID-19 still linger, and this as well as larger trends will force more adjustments to your approach to marketing your software this year. Buckle in, because it’s going to be an interesting ride!

What if marketing isn’t just about securing leads, driving sales, and statistic-laden blog posts? Here are 8 common misconceptions about marketing that you need to avoid. Get ready to rethink everything you thought you knew about the constantly overused and sometimes abused word “marketing.”

Preparation is the key to effective B2B case studies. Your case study writers need to do their homework! Talk to the account managers before you interview the customers. ALWAYS prepare the questions and share them with the customers well before the interview. Find out more about how to interview customers, what you need in a B2B case study writer and why format and design are SO important.

B2B case studies help close sales because your clients are telling prospects how your software solved their problems and delivered measurable results. In this post, we look at how B2B buyers and prospects assess software providers and what makes B2B case studies believable and credible. We’ll also share tips on how to select customers for your case study and how to get customers to go public about their relationship with your company in a case study.

For niche companies in the oh-so-competitive B2B software marketplace, the vast majority of marketing tips don’t plug-and-play with your customers without some tweaks. Read more for the 4 marketing strategy tips we recommend.

Business is becoming increasingly competitive. You already know that conferences, trade shows, and fairs help boost your business’s visibility. What you might not know is that hiring the perfect event manager is often just the thing needed to give your business the edge and help your brand outshine your competitors.

Ah, the marketing message. Done right, it can be a godsend for your company. Done wrong, it can be a source of endless ridicule and frustration.

Let’s face it — marketing likes big numbers. All visitors to a company’s website and fill out a form go to the company’s sales team. Most of these leads won’t pan out and you’re wasting your sales team’s time. Having specializations for your sales team can help or you can hire a company to monitor these leads.

Companies, big and small, often allocate a big budget to their marketing campaigns, thinking they have to spend money to make money. And as technology has evolved, it would now be a sin to start a marketing campaign without properly setting up tracking first.

One of the interesting things about many businesses is how repurposing content and information from virtual events to create on-demand content is often overlooked.

Technology is now the key to planning successful events and meetings. As the reliance on technology grows, you can now simplify an otherwise mostly manual process using event management software. It saves time, helps prove event success, and provides increased data and analytics.

There was a time when email marketing was the go-to method for generating sales. Today, many business owners are looking at email marketing and asking themselves, does email marketing even work anymore?

The answer isn’t as simple as a plain yes or no. It really depends on what you want to accomplish with your email marketing program.

Not being able to host or attend the in-person events that you were anticipating when you planned your annual budget may have you wondering what to officially do with your 2020 events budget.

Content marketing is extremely important to your business’s future success. High-quality content marketing helps: Establishes a trusting relationship between you and your target market  Drastically

Marketing can work wonders for many B2B software companies, but it is not always a magic bullet. However, sometimes the real issue with the business is more profound, and marketing alone cannot help. In such cases, increasing the sales and marketing budget is just burning money. Read on to find out the signs, instances, and problems that even the best marketing strategies cannot fix.

While many businesses focus marketing goals and ROI calculations on short-term yields such as the number of leads, it is necessary to set a mixture of short-term, mid-term, and long-term goals. Marketing is not something that happens overnight and must be prioritized as a long-term strategy, which can be difficult when you’re not seeing results. You can’t treat it like sales with a pipeline and deals. You have to treat it like a 401k. Sure, you’ll see some immediate gains, but in reality, plan for your investment there to compound and grow over time (probably several years).

Every revenue dollar matters, especially as the global economy continues to face struggles. As the owner or operator of a tech company, it’s up to you to achieve your revenue objectives while keeping your operations are as lean as possible. One of the best ways to achieve this goal is to hire a fractional CMO.