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Brand Syntax: The Blog

Get super solid advice, guidance, and education on what works (and what doesn’t) for B2B software marketing from the experts at Brand Syntax.

KRO

How to Build An Authentic, Compelling, and Story-driven B2B Brand

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.

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KRO

Why Successful Marketing Engines Focus On More than Lead Generation

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.

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KRO

Data Privacy is the Future & The Cookie Monster is On A Diet

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?

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KRO

Three Levels of Mastery: The Lost Art of Tradecraft in Marketing

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.

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content marketing
KRO

Is Gated Content Really the Right Strategy for Lead Generation?

As we embrace a new, fast-paced, customer-centric B2B ecosystem, it’s time to take a hard look at gated content. Is it really boosting revenues? Are the leads worth it? Does gated content work for everyone? And, most importantly, how does gated content impact your overall value, customers, and brand?

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KRO

B2B Marketing Trends to Watch in 2021

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!

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Misconceptions about marketing
KRO

8 Major Misconceptions About B2B Marketing

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.”

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Kara Kuryllowicz

How to Create B2B Case Studies That Actually Help Close Deals – Part 2

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.

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Kara Kuryllowicz

How to Create B2B Case Studies That Actually Help Close Deals – Part 1

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.

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Kalli Sutton

Why You Should Consider Fractional Event Management

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.

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KRO

Stop Passing Crappy B2B Software Leads to your Sales Team

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.

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Kalli Sutton

Picking the Right Event Management Software

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.

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KRO

Email Marketing – Does It Really Even Work Anymore?

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.

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KRO

When the Best Marketing in the World Cannot Help You

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.

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KRO

Why You Need to Start Thinking of Marketing as Future-Proofing Your Software Business

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).

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KRO

The Rising Need for Fractional CMOs in Tech

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.

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Sales
KRO

Tales of Woe from Habitually Inconsistent Salespeople

There are a number of external forces that can cause underperformance for your sales team. Most sales people hold themselves accountable, but eventually you’ll run across a consistent underperformer who always has an excuse. These excuses usually share one common theme: blaming someone else.

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B2B Software
KRO

Know Your Audience: How B2B Marketing Compares to B2C

The common narrative that B2B and B2C campaigns should be strategized similarly is false and could be costing your business thousands in wasted marketing dollars. To understand why, marketers must have a solid understanding of how consumer businesses differ from their B2B counterparts.

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B2B Software
KRO

Making Waves: Why Marketing is About Creating Momentum

At its very core, marketing isn’t about generating revenue, or leads, or customer satisfaction — those are just outcomes. Really good marketing is a long term investment, and it’s focused on building momentum in your industry. On a foundational level, momentum is the single biggest factor in the success of a company’s marketing program. Patience and persistence is vital to this process, experimentation is critical, and having a healthy mix of marketing channels/programs is the only way to achieve sustainable goals without backsliding.

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