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b2b industrial marketing

How to Make Your B2B Industrial Marketing REALLY Work

By B2B Marketing Strategy, Blender B2B Marketing Blogs

From mining and transportation to construction and manufacturing industries, industrial companies have high-ticket sales and LONG sales cycles with many stakeholders. This complexity makes it easy to have a sales-centric mindset and focus on closing the next big deal instead of on how to fill the pipeline long term. But industrial product and service companies can ONLY remain competitive through economic ups and downs if they take a big picture view and build a B2B industrial marketing strategy that includes the most effective tactics. 

As a bonus, branding and marketing actually helps accelerate the sales pipeline and close deals faster!

Strong Branding Is the Cornerstone of Industrial B2B Marketing

Brand identity, awareness, visibility, and reputation are all critical to survival in the revenue cycles of a typical industrial products or services company. Even in challenging times, brand should be a key area of investment. Consider this: your sales team may be unable to make much progress in the “bust” times that impact your customers’ ability to buy industrial products. But you want to make sure

 YOUR brand is the one they remember when the money starts flowing again. Your brand should make a consistent and lasting impression so it builds trust and is the obvious choice to consider in the buying process. Brand building primes your buyers to choose YOU instead of the competition. It also allows you to compete on trust instead of just price.

b2b industrial marketing example

Here’s an example of B2B industrial marketing for one of our clients.

What should Your B2B Industrial Marketing Brand Look Like?

In one word: SIGNIFICANT. The amazing thing about industrial companies is that they are usually building or creating things that can be represented really well in a visual way. After all, companies like yours are doing important things in the overall market for your customers and the people they serve. You are literally keeping the wheels of industry turning. 

The mind believes what the eyes see, so your brand identity should be striking. When your brand makes a powerful and positive impression, this creates a positive expectation about what your brand will deliver. This helps attract your customers and also your future employees. 

From our CEO, Dacia Coffey,

“The humanity and realism in industrial environments can be so stunningly beautiful. The photography can be incredibly cool and it can really resonate with core values to communicate about the way an organization specializes in serving your customers.”

Marketing B2B Industrial Products and Services During the Good Times

Boom times in the economy and specific industries can make it seem like the gravy train will never end. It is easy to think you have your pipeline all sorted out when things are easy. However, this is not the time to slack off on industrial B2B marketing. It’s the time to double down and focus on investing in and building REPEATABLE marketing processes. This means you need to explore WHY you are winning so you can keep doing those things on purpose when the purse strings tighten again in the future. 

You should also focus on perfecting your systems to make the most of the good times by maximizing the effectiveness of the sales team and their processes. This is all about data. That means your CRM needs to be helping you track the real length of your sales cycle (hint: it’s probably longer than you think). It should also be helping you systemize and automate as much of the buyer journey as possible. 

Making everything in your marketing system work is doable, but it is complex. That’s why there are very few B2B industrial marketing agencies out there doing what we do here at Blender!

Don’t Let Competitors Outmaneuver You 

Here’s a scary thought: When times are good for you, they are good for your competitors too.

  • What if your competitors are actually growing faster than you? 
  • What if they are using the boom times to grow and innovate and prepare to outpace you? 
  • What if an alternative outside your competitor pool is coming into play and you aren’t aware of it?

These are all very good reasons to invest more in market intelligence to know the emerging threats and stay ahead of competitors in developing what customers will want to buy next.

Want more insights from the experts in our B2B industrial marketing firm? Watch our recent podcast episode about “5 Tips for B2B Industrial Marketing” on YouTube.

What About Marketing Industrial B2B Products and Service During a Downturn?

Again, this is the time to keep your brand piping hot and top of mind for your target market. Don’t assume that your brand reputation and your brand visibility are the same thing. Just because your customers say good things about you doesn’t mean that the market at large knows your brand position – or even that you exist. Word of mouth is fantastic, but it is not repeatable, scalable, and systematic. That means it should NOT be the only lever you are pulling to get your brand known. Be prepared to spend on brand visibility even when no one is in a buying cycle. 

From Dacia Coffey, CEO of our industrial B2B marketing agency:

“Your brand reputation should extend beyond the relationship your sales people have with their contacts. You need true brand authority and the correct market perception if you want long-term viability and scalability.” 

What about the segment of your market that does know who you are but doesn’t yet have the budget to make a purchase? Make sure you are continuing to help them solve problems and make progress even if it’s just with knowledge resources and tools. 

This is also when you want to focus on building out rapid lead generation and sales activation campaigns that you can rapidly switch on and optimize when things start turning around. That way you can ramp up quickly to capitalize on revenue opportunities and profitability as soon as the deal pipeline opens up again.

Know the TRUTH about Your Customers and Competitors

Often, when our industrial marketing firm starts working with a new client, our digital audit reveals competitors they didn’t even know they had. They might assume they are up against a handful of companies that they have routinely competed with over the past 40 years. But a look at the online landscape, especially around keywords they want to be found for online, tells a different story. 

It isn’t unusual for us to identify half a dozen previously unnoticed competitors that have high visibility online (where many purchasers go to research and select vendors). They may also have competition that “owning” the narrative on one or more social media platforms. You can’t afford not to know who these people are and how their brand positioning and messaging is shaping the minds of your prospective buyers. Since the mind of your buyer is where competition really happens, the digital landscape where they are being influenced is something you need to know in detail.

That brings us to our final point: Know Your Buyers. Not just their demographics, but their psychographics. How they do research, how they make decisions, their emotional triggers, what they care about, and who they trust. Then, you need to put the RIGHT message in front of them everywhere they go. This messaging has to be choreographed based on where they are in the buyer journey. This is how we define what you say when so it sinks in and helps buyers progress through their journey faster. 

Want to Supercharge Your B2B Industrial Marketing?

Our fractions Chief Marketing Officers are well-versed in helping industrial companies improve their revenue, reputation, and resilience. If you want help from a B2B industrial marketing agency with over a decade of experience, contact Blender today.

B2B Digital Marketing Strategy

5 Steps for Creating a B2B Digital Marketing Strategy

By B2B Digital Marketing, B2B Marketing Strategy, Blender B2B Marketing Blogs

A robust B2B digital marketing strategy can and WILL drive growth in revenue, reputation, and resilience for your business. But you have to know what’s important and what isn’t. Otherwise, you’ll get overwhelmed by ALL the options available for marketing online. These are our best tips for helping you focus on what matters. 

Understanding B2B Digital Marketing Strategies

Unlike B2C marketing, which focuses on reaching individual consumers who can often make an immediate decision, B2B marketing typically involves multiple decision makers, longer sales cycles, and higher price points. It requires building strong relationships with potential business clients, understanding their specific needs and pain points, and tailoring marketing strategies to address those concerns effectively.

Because B2B digital marketing involves targeting a specialized audience, it requires in-depth market research and the use of targeted messaging and content to engage and educate potential business customers. Sometimes, you need to influence multiple decision makers or a “buying committee” through your digital marketing if you want to drive conversions that result in revenue. 

Learn about B2B digital marketing strategies from our own expert, Ramsey Sanchez in this episode of The Marketing Blender Show.

Steps in Creating a Your Digital Marketing Strategy

#1 Identifying Your Target Audience

The first step towards building a successful B2B digital marketing strategy is identifying your target audience. Understand their needs, pain points, and decision-making processes. This knowledge forms the foundation of your digital marketing efforts. Go deeper than demographics and even firmographics. The psychographics of your audience is where you will find the levers that will move marketing forward. Even the most logical business decision has emotion at its core. From a digital perspective, you can research commonly searched problems or pain points to understand how to position your marketing and advertising.

#2 Setting Measurable Goals

What do you aim to achieve with your B2B digital marketing strategies? Whether it’s boosting brand awareness, generating leads, or improving conversion rates, setting clear and measurable goals is crucial. This allows you to aim your marketing budget and resources and solve the right problem. If no one knows about your brand, awareness is the top priority. If plenty of people visit your website, but you aren’t getting leads, then conversion should be the focus. 

#3 Choosing the Right Digital Marketing Channels

Not all digital marketing channels yield the same results. Select the ones that your target audience frequently uses. These could include LinkedIn, email marketing, content marketing, or SEO. Maybe you are targeting busy CEOs. They often listen to podcasts or YouTube videos. You cannot afford to be everywhere. Focus on going where your buyers go. If you aren’t sure where this is, it’s time to start interviewing your existing and potential customers to find out. 

#4 Creating Engaging Content

Content is king in digital marketing. Create engaging, relevant, and value-packed content that resonates with your audience. This can help position your business as a thought leader in your industry. Every touch point matters, so put the same attention into writing great ad copy as you would into a blog or a social media post. Today, it’s popular to use AI to generate content. We find it is OK to use for helping create outlines, dig up research, and give you a starting point. However, you MUST add your own unique viewpoint and expertise. Remember that the goal is to help your audience make progress toward their goals. Everything you put in front of them with your B2B digital marketing content should aim at serving them.

#5 Implementing SEO Strategies

Search Engine Optimization (SEO) is a vital part of any B2B digital marketing strategy. It helps improve your website’s visibility on search engines, thereby increasing traffic and potential leads. It’s often ideal if you can focus your organic and paid keyword strategy on commercial or “bottom of the funnel” keywords that indicate your target audience is about to make a purchase decision. However, these are often the most expensive to bid on. This means you may need to look farther up in the funnel for how you can engage your audience while they are still learning about their problem. That’s a great way to help them start trusting YOU to be the one who helps them solve it. 

Bear in mind that organic SEO is usually a long-term strategy that helps fill top of funnel (awareness and nurture). Paid is often targeted at direct lead generation. Set your expectations around timelines and outcomes accordingly.

Go here for tips on creating a winning digital marketing plan.

How to Start Tracking Your Digital Marketing Efforts

Every digital marketing tool has its own reporting and analytics that you will eventually learn to use, but where do you actually start? Always begin with Google Analytics and get your tracking set up for your website. If your web development or hosting company set this up for you, they should help you get access. That way, you get more insight into your user base, the people that are finding you on your website or on Google or Bing. You might need some coaching to figure out what a user is, how to use a behavior map where you can track how users go from one page to the next. That’s OK. It’s worth the time to learn. Being able to see and interpret this data will help you optimize the digital journey.

For more advanced businesses, the path forward is setting up a CRM such as Sharpspring or HubSpot. There are many CRMs out there that help with that attribution and tracking. They can also help you with everything from managing email outreach  and social to tracking lead flow and viewing your entire marketing/sales pipeline. You should also connect your ads to your CRM so these tools can communicate with each other and drive automated optimization. Your CRM reporting tools are gold for helping you make informed decisions.

Your pipeline does not start the first time you have a conversation with a sales rep. It starts when these prospective buyers start researching you. So if you can’t answer how many people are visiting your website and how long are they staying on your website and what are the most important pages, you are missing out on a huge opportunity. If you layer in more advanced tracking, how are they finding your website, what keywords, what pathways are leading them, you are really establishing pipeline management. 

But you shouldn’t just look at the data in the system. Have real conversations with your team. If leads are coming in, Sales and Marketing NEED to talk. Were those good leads? Is the sales team being accountable and working the leads? What was the outcome? How can this insight be used to improve marketing?

5 Additional Elements of a Successful B2B Digital Marketing Strategy

In the world of B2B digital marketing, several key elements contribute to a successful strategy. These elements play a significant role in attracting and engaging potential clients and driving business growth. Let’s explore some of these crucial components:

  • Strong Brand Identity: Developing a strong brand identity helps differentiate your business and builds recognition, trust, and loyalty among clients. From a digital marketing perspective, you want to surround your prospective buyers with your brand wherever they go online. Familiarity engenders trust and primes them to buy from you.
  • Multi-channel Approach: Utilizing multiple channels such as paid advertising, organic SEO, social media, and email helps you build a strong ecosystem with your B2B digital marketing.
  • Lead Generation and Nurturing: Implementing effective lead generation strategies and nurturing those leads through targeted campaigns are crucial for converting prospects into customers. B2B companies that fail to follow up consistently with the leads in their pipeline are missing out on most of the revenue potential they have paid good marketing dollars to generate.
  • Personalization: Customizing marketing messages based on individual preferences and behaviors enhances customer experience and fosters stronger connections. This can mean creating targeted campaigns for different audiences, segmenting your email list, or even using automation tools to create a curated website experience.
  • Data-driven Insights: Leveraging analytics and data-driven insights enables informed decision-making and optimization of marketing campaigns for better results. With your B2B digital marketing, identify the metrics that actually matter for each tactic. For example, impressions actually are important for brand awareness in B2B. But if you aren’t also getting conversion actions like form fills, you are likely missing a puzzle piece in the journey from awareness to consideration.

Common Pitfalls to Avoid

  • Failing to track outcomes appropriately
  • Pivoting too slowly in the face of data insights
  • Paying attention to ALL the data instead of figuring out what really matters
  • Forgetting to continuously optimize the digital funnel
  • Not following up to nurture leads
  • Ignoring what the competition is doing
  • Using the wrong tools and tactics to reach your specific audience
  • Not being mobile friendly

Many companies are also failing to leverage all the different kinds of B2B marketing assets (paid, owned, earned and shared). Here’s where to go to learn about the 4 types of B2B digital marketing assets.

The Future of Digital Marketing for B2B Companies

Emerging trends like AI, machine learning, and voice search are shaping the future of B2B digital marketing. Staying ahead of these trends can give your business a competitive edge. A well-planned B2B digital marketing strategy can help your business reach its goals, build strong relationships, and stay ahead in the competitive digital landscape. Always remember to keep your customers at the heart of all your marketing efforts. By implementing our tips for creating a B2B digital marketing strategy, you will have a head start on achieving your marketing goals and driving your business forward. 

Want to have Blender run your digital marketing to maximize your ROI? Talk with us today.

Fractional CMO Services

What Should Fractional CMO Services Include?

By Fractional CMO, Outsourced CMO

Fractional CMO services should include strategy and planning, brand messaging and positioning, budgeting, tracking, reporting, and managing execution across all marketing resources (internal team,  freelancers, agencies, and the marketing tech stack). These are the typical accountabilities for a Chief Marketing Officer. 

  • Building Strategy 
  • Managing Execution 
  • Tracking and Optimization
  • Growing the Ecosystem 
  • Maturing MarTech

Building a Marketing Strategy, Plan, and Roadmap

Creating an effective B2B marketing plan requires a thorough understanding of all opportunities and prioritization of those that will have the highest impact short term and long term. Every item that ends up on a marketing plan should align with business goals to drive profitable revenue, improve brand reputation, and strengthen business resilience. This requires a deep dive into the business model including current and potential opportunities with existing customers, current prospects in the pipeline, and future prospects that fit your ideal customer profile (ICP) or buyer persona. 

Strategy also includes market research to analyze your industry, current and emerging competitors, and any changes in customer needs, preferences, and behaviors. By identifying market trends early, your CMO can help you uncover and capture opportunities to seize competitive advantage and drive growth.

Your fractional CMO should develop a strategic plan that includes a roadmap outlining marketing activities over the next 3-6 months along with the KPIs that will be used to measure success. These tasks should be prioritized based on urgency, impact, ease, and resources. Your CMO should also align budget and spend with these priorities so that you can maximize marketing ROI.

Brand Development Is Included in Fractional CMO Services

Brand development is a key component of any marketing strategy, and it should be a major focus of any fractional CMO’s services. This involves defining or refining elements such as:

  • Brand Positioning
  • Brand Differentiation
  • Brand Identity
  • Brand Messaging
  • Brand Character

And much more.

Your fractional CMO should help you create a strong and consistent brand that resonates with your target customers as well as your current and future employees. They will guide you in communicating your brand’s truth, values, and personality. They should also have strategies in place for managing your brand’s reputation, both online and offline.

Wondering if an outsourced CMO can REALLY get to know your business? Find the truth here.

Fractional CMO Services Include Managing Resources & Execution of Marketing Tactics

From project management to overseeing external resources and developing marketing team members, a fractional CMO uplevels your results across the board. A good CMO proactively works with your 3rd party agencies and freelancers to ensure you are getting the most for your marketing dollar. This includes ensuring they have access to and adhere to all brand guidelines, have a full understanding of how their results are being measured, and negotiating to get the greatest value for your marketing dollar.

With your internal team, a CMO should be managing project workload for each member and making sure everyone is able to make the best and highest use of their time. Your fractional CMO can also help with the interviewing, hiring, onboarding, and training process for new marketing hires. Mentoring existing marketing team members and helping them uplevel their skills is another important fractional CMO service. 

From a project management perspective, a fractional CMO is accountable for managing the team to hit deadlines. They should also help with developing processes that make future projects more streamlined by identifying and helping the team document repeatable systems and frameworks.

Tracking and Optimizing Marketing Efforts/Outcomes

A Fractional CMO should begin with an audit to uncover areas of risk and opportunity. This can include:

Backend/Technical SEO Audit – How is your website performing and what needs to be improved?

Organic SEO Audit – What search terms are you being found for and what terms should you target to rank higher and get found more often?

PPC (Paid Ads) Audit – What keywords are your competitors bidding on? What keywords should you run ads for to gain more visibility and drive more traffic?

Social Media Audit – How is your brand perceived on social? What is your competitive landscape and how can you better connect with your audience and build a “tribe”? 

Your fractional CMO will also provide regular performance analysis and reporting. This means tracking key performance indicators (KPIs), analyzing the return on investment (ROI) of your marketing initiatives, and providing regular reports on your marketing performance including what to start, stop, and change, how you stack up against the competition, and how you are tracking toward goals. 

Typical tracking often includes metrics from the following sources:

  • Visibility and web traffic trends from Google Analytics 
  • Search behaviors from Google Search Console
  • Marketing pipeline health and Marketing/Sales alignment from your CRM 
  • Nurture health based on email performance data from your ESP
  • Social presence including reach, engagement, and market sentiment from LinkedIn, YouTube, and other platforms
  • SEO rankings from tools like SEMRush or UberSuggest

This fractional CMO service is critical as it allows you to understand the effectiveness of your marketing strategies and make informed decisions. Your Chief Marketing Officer should provide clear, concise, and comprehensive reports that give you insights into what’s working, what’s not, and what can be improved. Don’t get lost in the details. Remember that your CMO will be accessing potentially hundreds of points of data and distilling this into those that are decision-making criteria for leadership.

Still on the fence? Here’s why you should hire a fractional CMO.

Growing Your Marketing Ecosystem for Brand Awareness & Lead Generation

Your Fractional CMO should understand the latest digital marketing trends and tools, and know how to leverage them to reach your target audience across multiple platforms. The guideline is “Go where your buyers go.”  The CMO should direct their creative and digital team to develop and deploy engaging content, build a strong online presence, and use data-driven strategies to optimize your digital marketing efforts to improve awareness, increase brand authority, and generate leads.

Examples of what should be included in a Digital Marketing Strategy are diverse and can significantly enhance the online footprint of a business. Here are a few:

  • SEO: Implementing keyword research to understand what potential customers are searching for and optimizing website content to rank higher in search engine results.
  • Content Marketing: Creating valuable, relevant content tailored to address the needs and questions of the target audience, such as blog posts, whitepapers, and infographics.
  • Social Media Marketing: Developing a social media calendar and engaging with the audience through regular posts, stories, and interactive sessions across various platforms like LinkedIn and YouTube.
  • Email Marketing: Crafting personalized email campaigns with segmented lists to target different groups within the audience, ensuring content relevance, and fostering customer relationships.
  • Paid Advertising: Using platforms like Google Ads or social media advertising to generate immediate visibility for key campaigns or promotions, with carefully tailored targeting to reach the desired customer demographics.

Each of these strategies should be integrated into a comprehensive digital marketing plan that aligns with the brand’s overall objectives and encourages growth and engagement in the digital space.

Maturing The Marketing Technology Stack for Automation & Efficiency

One of the fastest ways your fractional CMO services will deliver ROI is by helping you realign your MarTech stack around what you actually need. There is often unnecessary spend in this area that can be immediately switched off. As an example, you might have old social media management tools that have been replaced with new, native functionality on social platforms.

Your CMO will also help you maximize ROI on the technology you do keep and help you determine the next solutions to add. As an example, the CRM is one of the most common areas for overinvestment and underutilization. By activating features from automation to analytics, you can rapidly improve your marketing.

Explore Our Strategic Fractional CMO Services

Fractional CMO capabilities can be much more extensive than those listed above. At Blender, our CMO services can also include:

  • Sales & Marketing Alignment
  • Pipeline Acceleration
  • Customer Retention Strategy
  • Comprehensive Brand Experience Development
  • “Big Idea” Innovation and Blue Ocean Strategy
  • Merger & Acquisition Strategic Support
  • Mission, Vision, and Values Alignment
  • Marketing Team Leadership & Mentorship
  • Board and Investor Communications
  • Employee and Internal Communications
  • Learning & Development Asset Creation
  • Employer Branding, Talent Branding and Culture Branding/Messaging

In addition, our fractional marketing team can fill any gaps in your current marketing department. This include branding, creative, digital marketing, social, copywriting, email marketing, and much more.

Are you ready to find out what an experienced fractional CMO can do for your business?

Contact Blender today.

b2b manufacturing marketing strategy

B2B Manufacturing Marketing Strategy: Beyond the Tradition of Trade Shows

By B2B Marketing Strategy, Blender B2B Marketing Blogs

The emphasis on a digital-first B2B manufacturing marketing strategy has become crystal-clear. As in-person sales became less viable, the need to transition to a more robust, digital-centric approach became urgent. In this discussion, we’ll delve into effective strategies that can transform the B2B manufacturing marketing landscape and ensure a steady flow of high-quality leads.

Rethinking Trade Shows for Your B2B Manufacturing Marketing Strategy

Trade shows have been the cornerstone of a traditional B2B manufacturing marketing strategy, prized for their networking and deal-making potential. Yet, their steep costs and modest ROI present clear downsides. B2B manufacturing companies are now recognizing that without a meticulous strategy before, during, and after the show, they lose out on maximizing opportunities. Pivoting to digital marketing strategies provides a precision-focused and cost-effective alternative that can enhance global outreach and optimize resource allocation.

Unleashing Digital Strategies in B2B Manufacturing Marketing

A solid B2B manufacturing marketing strategy leverages the power of digital channels to penetrate markets and engage audiences more effectively. By utilizing real-time tracking and data-driven decision-making, manufacturing companies can gain a competitive advantage that traditional strategies often lack. Digital methods not only provide the agility and reach necessary for success, but they also offer opportunities for targeted marketing, personalized communication, and seamless customer experiences. With the ability to adapt quickly to changing market demands and consumer preferences, manufacturing companies can truly thrive in today’s rapidly evolving business landscape.

Want an even deeper dive into the best practices for B2B manufacturing marketing? Catch this episode of The Marketing Blender Show.

Maximizing PPC in Your Manufacturing Marketing Strategy

Incorporating PPC (Pay-Per-Click) advertising into your B2B manufacturing marketing strategy can be highly effective. By leveraging platforms like Google AdWords and LinkedIn, you have the opportunity to generate leads rapidly. Take Bison IP as an example. This manufacturing leader understands the importance of strategically bidding on targeted keywords that potential customers are actively searching for. By doing so, they position their offerings in front of an audience with high intent, resulting in improved conversion rates. With the right approach to PPC advertising, your B2B manufacturing business can also achieve remarkable growth and success.

Harnessing Display Advertising and Retargeting

Integrating display advertising into your B2B manufacturing marketing is a powerful way to ensure your brand remains visible to your target demographic. By utilizing retargeting techniques, you can reconnect with potential clients who have previously engaged with your website. This not only reinforces your brand’s presence in their minds but also increases the likelihood of conversion. With an expanded reach and enhanced brand recognition, your marketing efforts can drive more impactful results and ultimately contribute to the growth of your business.

LinkedIn Social Selling for B2B Manufacturing

Leverage the extensive network of LinkedIn to develop a robust B2B manufacturing marketing strategy. Cultivate meaningful relationships and foster inbound inquiries, ultimately resulting in organic lead generation. Concentrate on creating valuable and insightful content that not only establishes your company as an industry authority but also engages your target audience and drives business growth.

Optimizing Websites for Manufacturing

The ability of your website to convert visitors is crucial for your B2B manufacturing marketing strategy. To optimize this, consider incorporating engaging features such as compelling video content. Not only can this enhance your SEO rankings, but it also captures the attention of potential clients. Additionally, interactive elements like chatbots can be utilized to engage with prospects promptly and provide them with the necessary information they seek. By implementing these strategies, you can maximize the effectiveness of your website in attracting and converting leads.

Speaking Engagements for B2B Manufacturing

Secure speaking slots at industry events to assert your position as a thought leader. By sharing your expertise and insights with a targeted audience, you can establish yourself as a trusted authority in your field. This strategic approach complements your B2B manufacturing marketing strategy, enhancing your visibility and credibility among key stakeholders. Even in the digital age, the power of in-person engagement cannot be underestimated. So seize the opportunity to connect with industry peers, build valuable relationships, and showcase your knowledge to drive success in your business.

Leveraging Co-Promotion in Your B2B Manufacturing Marketing Plan

Embrace co-promotion to extend your B2B manufacturing marketing strategy’s reach. This tactic allows you to access new audiences and reinforce your standing by associating with respected industry peers.

In summary, adapting your B2B manufacturing marketing strategy for the digital era is not just about damage control—it’s a strategic move towards a more resilient and scalable business model. By integrating digital marketing methodologies and selectively incorporating traditional practices, B2B manufacturing companies can craft a dynamic approach to lead generation and sustainable growth. Contact us at The Marketing Blender to learn more about how we can help you achieve success in your business.

fractional CMO agency

How to Select a Fractional CMO Agency for B2B

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Fractional CMO, Outsourced CMO

The complexity of business-to-business sales and marketing can make it hard to find a marketing agency or Chief Marketing Officer with the right experience to help you hit your revenue targets. Here is our guide for how to select a fractional CMO agency if you run a B2B company.

It’s Time to Contact a Fractional CMO Agency When…

Here are a few key indicators that your organization should look for a fractional Chief Marketing Officer.

  • You are a sales-led organization that has hit a revenue plateau
  • You have a marketing manager or director in house, but no one in the C-level role to set strategy
  • You have tried working with traditional marketing agencies with mixed or disappointing results
  • You are poised for growth but face challenges have no systematic lead generation working to drive sales
  • You have challenges with budgeting for marketing or knowing how to get ROI for your spend

Understanding the Role of a Fractional CMO

A Fractional CMO is a marketing leader who offers extensive marketing expertise to companies on a part-time, outsourced basis. This arrangement provides businesses access to high-level marketing expertise, without the commitment, expense, or risks of hiring and onboarding a full-time executive in-house. 

In a B2B context, a fractional CMO is responsible for helping create and implement strategies to drive business growth and health. 

Here’s what that looks like when your CMO is doing a great job for you:

Revenue – You are landing more near-term, larger, or recurring deals and cultivating long-tail opportunities

Reputation – Your brand is known for the right things by more of your target audience of decision-makers 

Resilience – You have more stability in future pipeline, lead generation ecosystem, opportunity for next big innovation collaboration

These Are Some of the Accountabilities for a Fractional CMO

  • Building Marketing Strategy (Including Tactics, Priorities, Budget, and Timelines)
  • Managing Execution of Marketing Tactics and Resources
  • Tracking and Optimizing Marketing Efforts/Outcomes
  • Growing Marketing Ecosystem for Brand Awareness & Lead Generation
  • Maturing Marketing Technology Stack for Automation and Efficiency

What Is a Fractional CMO?

Assessing the Experience & Expertise of a Fractional CMO Company

Experience and expertise are crucial when it comes to choosing a Fractional CMO agency. You want an agency that has a proven track record in B2B marketing, with a deep understanding of its nuances and complexities. Ask potential agencies about their previous work, the results they’ve achieved, and the strategies they used. 

One interesting fact is that it doesn’t matter as much as you might think whether a CMO has experience in YOUR specific industry or niche. It matters more that they know how to use B2B marketing to drive results across a variety of industries. This means they KNOW the fundamentals and can easily pick up on the nuances of your business. It also means they won’t just be rinsing and repeating what all of your competitors are doing because they bring a broader perspective to the table.

Learn more about how well an outsourced CMO can REALLY know your business

What Should a Fractional CMO Engagement Look Like?

A well-run fractional CMO agency will have standardized frameworks and processes that are used for onboarding all new clients. This is a simple example of what a roadmap might look like over the first 3-6 months of your engagement from building a B2B marketing plan to accelerating execution.

EXAMPLE ROADMAP

  • Deep Dive Buyer Personas 
  • Define Brand Truth and Build Messaging Choreography
  • Explore Full Marketing/Sales Landscape and Opportunities
  • Build Strategic Marketing Plan
  • Validate Plan in Alignment with Revenue Goals
  • Determine Budget and Resource Requirements
  • Build Execution Roadmap and Onboard Creative/Digital Team 
  • Launch Top Priority Marketing Initiatives 
  • Build Scorecard to Track Outcomes
  • Begin Brand Building Activities for Near and Long-term Growth
  • Capture Immediate Revenue Opportunities with Sales Activation
  • Develop Marketing/Sales Alignment
  • Initiate Marketing Automation
  • Track, Optimize, and Create Reporting around Marketing Efforts
  • Investigate and Improve MarTech Stack (e.g., CRM usage)
  • Mature the Marketing Effort for Repeatability and Scalability
  • Continue Ideation for Fresh Opportunities

Understanding the CMO Agency’s Approach to B2B Marketing

Every agency has its unique approach to marketing. Some might focus on digital strategies, while others may excel at traditional marketing methods. Some might be data-driven, while others might prioritize creativity and storytelling. Your Fractional CMO should have experience across the range of marketing tactics that are most effective for reaching your target market.

It’s essential that the agency’s approach aligns with your business goals, target market, and brand identity. Ask potential agencies to explain their methodologies, and how they tailor their strategies to meet the specific needs and challenges of each client.

Evaluating the Cost and Value of the Service

Hiring a Fractional CMO agency is an investment, and you want to ensure you’re getting good value for your money. Find out what the agency’s services include, and compare this against their fees. Also, consider the potential return on investment. An agency that can deliver strong results and drive significant growth is worth a higher investment. Also, consider how long they can stay with your organization. A good fractional CMO will continue providing value long term.

Factors to Look at in the Cost of a Fractional CMO Agency

  • Transparent Fee Structure: Ensure the CMO agency provides a clear breakdown of costs, including any additional expenses that could arise during the partnership. Flat rate monthly arrangements that cover a bucket of hours to be used for strategy, research, team oversight, and execution on key deliverables make it easy for the CMO to allocate their time wisely month to month.
  • Flexible Payment Models: Check if the agency offers different payment models that align with your business cash flow and risk preferences. For example, having a package that is the same amount of money each month can help you manage your budget more effectively. You might want to sign up for a 3-6 month initial engagement before signing an annual agreement. Or, you might choose for a longer-term option if it brings the total cost down.
  • Scope of Services Offered: Confirm the breadth of services included in the cost— from digital marketing to strategic planning and execution. The more comprehensive the services, the higher the potential value (but only if the services are aligned with the marketing problems you need to solve).
  • ROI and Performance Metrics: Investigate the agency’s track record for generating return on investment for their clients. High-value agencies will have strong case studies and metrics that demonstrate their impact. For example, you may look at # of MQLs and SQLs generated, YoY revenue increases, and the impact on brand visibility and reputation.
  • Expertise and Specialty: Higher fees are sometimes justified if the agency possesses rare expertise or specializes in high-impact areas of marketing that promise better results for your specific industry. For example, few B2B CMOs have experience with true Marketing/Sales alignment. This is a significant value add for most B2B companies.
  • Long-Term Strategic Value: Consider not only immediate gains but also the long-term strategic value that an experienced Fractional CMO can bring to your brand and market position. For example, an experienced CMO can help you find ways to attract investors, attract key talent, or improve the valuation of your business for a profitable exit.

See typical fractional CMO rates here.

Checking Agency References and Reviews

It is always appropriate to ask to speak with an agency’s past and current clients. Ask for references, and take the time to contact them. Inquire about their experiences working with the CMO provided by the agency, the results they saw, and any challenges they encountered. 

Online reviews can also provide valuable insights. Look for patterns in the feedback – consistent praise or criticism can give you a good idea of the agency’s strengths and weaknesses. LinkedIn recommendations are another place to look for insight into a specific fractional CMO from a B2B marketing agency.

Are We the Right Fractional CMO Agency for Your B2B Business?

Fractional CMO Agency

Our Team of Fractional CMOs Has Decades of B2B Marketing Experience

At The Marketing Blender, we have been helping B2B companies build and execute EFFECTIVE strategies for over a decade. Our fractional CMOs are hand-picked for their ability to drive results for B2B companies and equipped with Blender’s proprietary and proven systems to enhance your business revenue, reputation, and resilience. 

Contact us today to inquire about hiring a fractional CMO for your business.

b2b manufacturing marketing

Master B2B Manufacturing Marketing with These Tips

By B2B Digital Marketing, B2B Marketing Strategy, Blender B2B Marketing Blogs, Marketing Plan

In the dynamic world of B2B manufacturing, marketing can be a complex maze. Companies in this space face unique challenges, from intricate supply chain issues to global competition, long buying cycles, and specialized vendor requirements. For example, a manufacturer selling into the building materials sector may need to influence multiple stakeholders, including architects, engineers, contractors, and property owners, not to mention distributors or channel partners. That’s a lot of people who have to say, “Yes” to your marketing!

This complexity heightens the difficulty of marketing to multiple personas with different needs and tracking attribution amidst off-screen decisions that can sometimes span multiple organizations. However, despite these challenges, there are effective strategies that B2B manufacturers can employ to successfully navigate the marketing labyrinth. Here are proven tactics for your B2B manufacturing marketing.

Want a Deep Dive on Manufacturing Marketing? Watch Dacia Coffey and Daisy McCarty in this episode of The Marketing Blender Show.

Multi-Channel B2B Marketing: The Key to Success 

In today’s digital age, relying on a single marketing channel is a mistake. Even if one channel seems to be performing well, it may falter tomorrow. Diversify your approach now. By leveraging brand marketing, demand generation, and search intent marketing, you can “own” your space, both in search results and in your target audience’s mind (which is where your brand lives).

Platforms like LinkedIn, Google, and YouTube offer excellent opportunities for targeted advertising in B2B Marketing. Meanwhile, partnerships with publications can boost your brand’s visibility. Email marketing also remains a powerful tool; starting with a LinkedIn newsletter can be a great first step if you haven’t built a large contact database.

What about Google Ads? Search ads that bring people to you at the point when they are most likely to buy is invaluable for rapid lead generation. But don’t forget to bid on your own brand name as well since this can enhance your organic search visibility as well. Remember, ceding any ground to your competitors is not an option!

Harnessing Thought Leadership in B2B Manufacturing Marketing

Thought leadership is a potent weapon in the B2B marketing arsenal. Investing resources into speaking engagements and presentations can position your company as an authority in your space. Each expo, conference, or trade show you choose to attend should provide an opportunity for a presentation, workshop, or educational track. This is the #1 way to maximize your trade show spend. 

Building and marketing resources that aid your buyers’ progress is fundamental. For instance, in the architecture and building materials sector, topics like biophilic design and green roofs are gaining traction. By becoming a voice of authority on such subjects, one of our clients at Blender is seeking to influence a broad spectrum of entities, from “green city” non-profits to architecture firms. 

Engaging Sales Teams in Your Social Media Marketing 

Manufacturing remains a relationship-driven industry, making your sales team’s role in social media marketing crucial. They should be adept at making YOUR CUSTOMERS look great, spotlighting people, projects, products, and purpose. This can often mean sharing others’ content. Make this a measurable performance metric and streamline the process wherever possible for ease. 

Invest in training around social selling and make SURE your sales team knows the difference between selling and spamming (hint: social selling is about being social!)

Understanding the Sales Cycle and Customer Triggers

If you have a lengthy sales cycle, this leaves a LOT of time for attrition to happen. Don’t let people fall out of your sales funnel when you could be using digital marketing to nurture them instead. Explore ways you can help your buyers make progress toward their goals and how you can touch base in a way that is serving instead of nagging. Being an expert on trends and bringing real considerations to the table will set you apart. Reach out on social or via email with insights and resources that make you a partner in their progress.

Knowing Your Real Competition B2B Manufacturing Marketing

Identifying your competition is more than just knowing who they are. It’s about understanding what you’re being compared to, even if it’s not a one-to-one comparison. Even if you disagree with the comparison your buyers are making, it matters if that’s how they think. 

Make it your mission to understand what they are really buying and why. It might be a commodity that does the job “well enough” or an alternative product that solves the problem in a completely different way. 

Also, don’t think you know all the names in your industry. This is often not all of your actual competition when it comes to SEO and PPC. A digital audit may uncover other companies bidding on keywords in your space, even if they are selling something completely different. They are still your competition if they are spending on the keywords you want to “own” online.

Navigating B2B2C Complexities

In a B2B2C scenario, understanding market demand versus strategy for your buyers is key. You need to craft different messages, metrics, and strategic thinking for selling through your distributor. You cannot rely solely on your B2B buyers to create demand for you. Instead, you should share the responsibility for making your products highly desirable.

Dealing with Distributed Sales Teams/Distributors

In some cases, your real buyer persona might be your distributors and their sales teams. Salespeople aim to hit their numbers and will sell what’s easiest to sell and message. Creating a “marketing in a box” campaign is a fantastic way to help distributors or resellers move your product. This can include creating a documented buyer persona, messaging choreography (what to say when), a sales cheat sheet for objection handling, a web page, and an email series or set of outreach scripts.  

B2B Manufacturing Marketing Is a Solvable Problem

By implementing a multi-channel approach, leveraging thought leadership, engaging sales teams in social media marketing, understanding your sales cycle and competition, and navigating B2B2C complexities, you will see a major difference in your revenue, reputation, and resilience! 

The Marketing Blender is the best agency for manufacturing companies because they excel in today’s highly competitive market. We can be your partner in standing out, driving sales, and creating a robust B2B manufacturing marketing strategy. With the Blenders expertise, they offer comprehensive campaigns that equip distributors and resellers with the necessary materials and resources to effectively promote your product. By understanding your target audience and crafting detailed buyer personas, they ensure your campaign is tailored to reach the right customers. Trust The Marketing Blender and contact us to elevate your manufacturing business to new heights.

marketing plan template

How to Use Our B2B Marketing Plan Template Effectively

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Marketing Plan

Maximize online success with a comprehensive marketing strategy that boosts your online presence, increases visibility, and drives targeted traffic to your website. Stay ahead of the competition by implementing proven methods, leveraging social media platforms, optimizing search engine rankings, engaging with your target audience, and crafting compelling content that resonates with your customers. With expertise and a tailored approach, achieve online goals and reach new heights in your digital journey. Enhance your B2B marketing plan with this free template.

B2B Marketing Plan Template

Goals for This Marketing Plan Template

The primary goal is to increase brand awareness and drive sales. To achieve this, a multi-faceted approach is taken. Firstly, the aim is to position as thought leaders in the industry through sharing valuable insights and expertise. This helps build trust and credibility and attracts potential customers seeking reliable information. Additionally, digital advertising is leveraged to generate leads and reach the target audience effectively. Targeted campaigns are employed to maximize reach and ensure the message resonates with the right people. 

Lastly, prioritizing customer education about products and services showcases commitment to providing value. Through these marketing strategies, success and a strong market presence are confidently expected.

Key Objectives of a Marketing Plan Template

Clearly defined key objectives serve as stepping stones towards achieving goals. These objectives are designed to guide progress in the right direction and ensure alignment with the overarching vision. Focusing on these objectives enables effective measurement of success and informed decision-making.

Each objective plays a crucial role in shaping the path and propelling towards success:

  1. Thought Leadership: Generating interest and awareness by presenting new ideas and becoming thought leaders in the field.
  2. Lead Generation: Using digital advertising and media to generate leads.
  3. Customer Education: Building credibility, authority, and rapport by educating customers about products and services.
  4. Sales Effort: Strengthening sales efforts by delivering value and staying top of mind.
  5. Closing Deals: Accelerating closing times and improving the ratio of deals won.
  6. Customer Loyalty: Rewarding customer loyalty and building brand champions.
  7. Marketing ROI: Creating a repeatable process for driving ROI from marketing efforts.
  8. Accountability: Implementing processes and accountability measures.

Sales Cycle Stages

The strategy is divided into three distinct stages that encompass the sales cycle. These stages serve as a roadmap to guide the sales process, ensuring efficiency and effectiveness in every step. By strategically segmenting the approach, efforts can be optimized and success maximized at each stage of the sales cycle.

  1. Awareness: Making potential customers aware of the brand and what is offered.
  2. Consideration: Helping potential customers consider whether the product or service is right for them.
  3. Decision: Encouraging customers to make a purchase decision.

Outcomes from Using Our Free Template

Implementing this plan anticipates several positive outcomes. Improved efficiency across operations allows streamlining of processes and effective resource allocation. Increased productivity enables accomplishing more in less time. Enhanced customer satisfaction is expected as improved efficiency and productivity translate into better products and services. Ultimately, realizing these outcomes builds confidence in the ability to achieve greater success in reaching goals and driving organizational growth. Increased brand awareness, more leads generated, stronger sales effort, faster closing times and more deals won, loyal customers who become brand champions, a repeatable process for driving ROI from marketing.

Tools and Tactics from a Marketing Plan Template

To achieve objectives, a wide range of tools and tactics are employed. These tools and tactics are carefully selected and implemented to ensure effectiveness and efficiency in reaching goals. By utilizing a diverse array of strategies, chances of success are maximized and challenges overcome. Commitment to utilizing the right tools and employing the most effective tactics drives towards achieving desired outcomes.

  • Educational Content: Utilizing blog posts, white papers, and webinars to educate customers and generate interest.
  • Digital Advertising and Media Campaigns: Using digital advertising and media campaigns to generate leads.
  • Public Relations and Outreach: Utilizing PR and outreach to build credibility and authority.
  • CRM Software: Managing and analyzing customer interactions and data using customer relationship management software.
  • Marketing Automation Software: Automating repetitive marketing tasks using marketing automation software.

KPIs to Track in Your Marketing Plan

Key Performance Indicators (KPIs) play a vital role in monitoring progress and success. These measurable metrics allow gauging performance and ensuring progress towards goals. By defining and tracking relevant KPIs, informed decisions can be made, areas for improvement identified, and continuous growth driven. Keeping a close eye on these KPIs serves as a compass on the journey to success.

  • Website traffic
  • Lead generation
  • Sales conversion rates
  • Customer lifetime value
  • Return on investment (ROI)

Assigning Personas in Your Marketing Plan

To gain a deeper understanding of the audience, identify the key personas that are the focus of your marketing efforts. These personas help tailor strategies and messages to effectively engage with the target customers. Developing a comprehensive understanding of their needs, preferences, and behaviors enables creating personalized experiences that resonate with each persona and drive impactful results.

Marketing Plan Template Completion

B2B Marketing Plan Template

This comprehensive and targeted digital marketing strategy is poised to drive growth, increase efficiency, and yield substantive, measurable results. By building on a foundation of thought leadership, customer education, and sales effort, and through the effective use of diverse tools and tactics, we aim to heighten brand awareness, generate leads, and foster customer loyalty.

Monitoring Key Performance Indicators (KPIs) will ensure that we remain on track and accountable to our goals. This template is flexible and adaptable to the unique needs and objectives of our business. As you embark on this journey, and look forward to seeing the positive impact and success that your efforts will undoubtedly bring. Contact us today to learn more about how we can help your company reach its full potential through innovative marketing strategies and solutions.

outsourced cmo

How Well Can an Outsourced CMO REALLY Know Your Business?

By B2B Messaging, Blender B2B Marketing Blogs, Fractional CMO, Outsourced CMO

Having a full-time Chief Marketing Officer (CMO) or marketing manager in-house certainly provides a sense of comfort. After all, this individual, completely immersed in your team, should ideally have the best understanding of your company’s intricate workings. However, “knowing your business” takes many forms, even within your existing team. That’s why outsourced CMO is something that many businesses are turning to. Here we will discuss the sub topic of relative point and its importance when it comes to outsourcing your marketing needs.

Knowing Your Offering vs. Knowing Your Business

There’s a significant difference between knowing the details of your offering versus comprehending your business, market, message, and differentiators. A fractional CMO can quickly become familiar with these aspects because they don’t spend months figuring out what to do. They are proactive, onboard themselves, and focus on how to achieve goals rather than just achieving them.

So, can an outsourced or fractional CMO attain the same level of connection and knowledge? The answer is a resounding yes. Here’s why and how:

  • Understanding Your Market

Often, organizations have a massive blind spot when it comes to their market. There’s a difference between buyer personas and a market or sector. You can sell to anyone, but you shouldn’t market to everyone. 

Having a documented strategy is essential, and having an objective outside perspective is actually very valuable. A fractional CMO is going to bring a wealth of knowledge to the table that it is hard to see from inside the business.

  • Grasping Your Message

Understanding your message involves recognizing real differentiators valued by the market, identifying attention triggers, comprehending brand tone and voice, and internalizing core values. An outsourced CMO is hearing you with fresh ears and is going to give you push back if something doesn’t make sense. 

They are committed to ensuring the success of your marketing since they know that this will determine how long they keep you as a client. In contrast, a full time, in house CMO often has to dilute their attention by focusing on the internal politics of the workplace and how it will impact their career.

  • Evaluating and Optimizing Your Resources

One of the most challenging tasks in marketing is prioritizing. This includes managing human resources such as time and attention, establishing decision-making criteria, budgeting and calculating ROI, and being able to pivot and adjust smoothly and proactively. 

A fractional CMO already knows how to manage a blend of freelancers, internal team, external team, interns, and multiple agencies. You want this type of effectiveness when it comes to making the most of your resources.

Outsourced CMOs Dive Deep into Your Numbers

A proficient fractional CMO wants to know as much about your business as possible, whether on-site or remote. They will delve into your overall business structure, examine your profit and loss statement, explore all the ways you bring in and grow revenue, analyze your profit margins, and understand what’s most profitable.

In addition, they’ll want to know how you define success (e.g., revenue growth vs. profitability), how you plan to scale operationally if marketing/sales bring in more business, how sales compensation aligns with business goals, and your full business growth strategy.

Moreover, they’ll strive to understand your company culture, how your team works together, the business goals beyond revenue, and each executive’s objectives. All of this ties into being an effective Chief Marketing Officer for your business.

Inviting Your Outsourced CMO Deeper into Your Strategy

Unfortunately, outsourced CMOs are often excluded from critical business conversations – usually unintentionally. Businesses are used to outsourcing marketing activities to agencies, but an agency doesn’t have the responsibility for building and executing a marketing strategy; a fractional CMO does. Whenever you discuss growing and strengthening your business, your marketing executive should be included.

At The Marketing Blender, our outsourced CMOs help drive value for the companies we serve by participating in these critical conversations. You’ll find that a fractional CMO can indeed know your business in all the ways that matter for driving results around Revenue, Reputation, and Resilience.

Key Conversations That Should Include Your Outsourced CMO

Here are a few examples of the types of conversations to plug your fractional CMO into this year:

  • Talent Acquisition: Talent/employer branding ARE marketing responsibilities since they deal with communication and how your organization is perceived.
  • EOS® Quarterly Meetings: Include your CMO in any of your other strategy meetings where you are talking about solving problems with business growth and organizational health.
  • Mergers & Acquisitions: These decisions have a profound impact on branding and market opportunity as well as communication.
  • Exit Planning: Branding has a strong influence on business valuation, and your fractional CMO can find ways to improve your multiplier.
  • New Product Design & Development: You must build what your market wants, or it won’t sell. Who better to help you gather that intelligence than your marketing leader?
  • Board and Investor Meetings: Marketing is about communication, and your key stakeholders need to FULLY understand what you are trying to get across.

Many B2B business leaders still see Marketing as something on the periphery of the “core” of the company. But a skilled fractional CMO brings value across many areas of business strategy.

Outsourced CMO & Business Growth

In the evolving world of business, the role of a CMO is no longer confined to merely overseeing marketing campaigns. Instead, a skilled fractional CMO can contribute significantly across many areas of your business strategy. From talent acquisition and employer branding to EOS® Quarterly meetings, Mergers & Acquisitions, Exit Planning, New Product Design & Development, and Board and Investor Meetings, a fractional CMO can offer valuable insights and strategies that drive business growth and health. Contact us to learn more about how a fractional CMO can help take your business to the next level.

Gone are the days when marketing was viewed as something on the periphery of a company’s core operations. In today’s fast-paced and competitive market, successful businesses recognize that effective marketing is crucial for growth and sustainability. However, with constantly changing technology and consumer behavior, it can be challenging for a company to keep up and stay ahead of the curve.

This is where a fractional CMO (Chief Marketing Officer) comes in. By hiring an outsourced CMO, companies can tap into a wealth of knowledge and experience without committing to a full-time executive salary. A fractional CMO brings value across various areas of business strategy, making them an invaluable

why employer branding is important for recruiting

Why Is Employer Branding Important for Recruiting?

By B2B Messaging, B2B Talent Branding, Blender B2B Marketing Blogs, Brand Messaging, Company Culture

In the competitive job market of today, employer branding has become a critical component in attracting and retaining top talent. Talent or employer branding is the image or perception of your company as a great place to work in the minds of current employees and active and passive job seekers.

It’s the unique blend of values, culture, and company reputation that sets you apart from other employers. In this blog, we’ll delve into why employer branding is crucial in recruitment, its importance, strategies for enhancing it, and how to improve your branding for recruitment purposes.

Understanding Branding in Recruitment

Employer branding in recruitment refers to how your organization markets what it has to offer to potential employees. It’s about showcasing your company culture, values, and work environment to attract potential candidates.

A strong employer or talent brand plays a significant role in attracting potential candidates. It piques their interest and entices them to learn more about your company. It’s the first impression candidates have of your company, and a positive one can significantly influence their decision to apply.

Your employer branding strategy isn’t just about attracting potential candidates. It also influences a candidate’s decision to apply and accept a job offer. A compelling employer brand can convince candidates that your company is the ideal place to advance their career.

The Importance of Employer/Talent Branding in Recruitment

The importance of employer branding in recruitment cannot be overstated. A strong employer brand sets companies apart from their competitors. It makes your company stand out in the job market, making it easier to attract and retain top talent.

Moreover, a robust employer brand has a profound impact on recruitment costs and time-to-hire. Companies with strong employer brands often spend less on recruitment efforts because they attract more high-quality candidates organically. They also tend to fill vacancies faster because candidates are more likely to accept job offers from companies with positive employer brands.

Lastly, a strong employer brand leads to higher quality applicants and improved employee retention. Candidates are more likely to apply when they perceive the company positively, leading to a larger pool of qualified candidates. Furthermore, employees are more likely to stay with a company that has a strong employer brand because they identify with the company’s values and culture.

Employer Branding Recruitment Marketing Strategies

Employer branding recruitment marketing is about promoting your company as an attractive place to work. It involves showcasing your company’s unique traits and benefits to potential candidates.

One effective strategy is to leverage social media to showcase your company culture. Share photos of company events, employee testimonials, and behind-the-scenes looks at your office. These posts can give potential candidates a glimpse into what it’s like to work at your company.

Another strategy is content marketing. Write blogs and articles about your company culture, values, and what makes your company a great place to work. This type of content can attract potential candidates and convince them to apply.

How to Improve Your Branding for Recruitment

Improving your employer branding for recruitment involves several steps. First, you need to define your employer brand. What makes your company unique? What are your company’s values? Once you’ve defined your employer brand, make sure it’s reflected in all aspects of your recruitment process.

Secondly, use the right tools and technologies to promote your employer brand. This could include social media platforms, job boards, your company website, and recruitment marketing software.

Lastly, remember that everyone at your company plays a role in shaping your employer brand. Encourage your employees to share their experiences working at your company on social media. Their testimonials can be a powerful tool for attracting potential candidates.

Want to Work on Your Employer Branding?

A strong employer brand can set your company apart from competitors, reduce recruitment costs, attract higher quality candidates, and improve employee retention. By understanding the importance of employer or talent branding in recruitment and implementing effective strategies, you can enhance your company’s employer brand and attract top talent. So, start investing in your employer brand today, and reap the benefits tomorrow.

Get in contact with us at The Marketing Blender to learn more about creating a solid employer brand and taking your recruitment efforts to the next level. Our team of experts can help you craft a unique employer brand that showcases your company’s values, culture, and benefits in an authentic and engaging way. Remember, a strong employer brand is not just about attracting talent, but also retaining it for long-term success. Don’t miss out on this opportunity to stand out in the job market and become an employer of choice.

Employer Branding

What You Should Know about Talent Branding, Employer Branding, and Culture Branding

By B2B Marketing Strategy, B2B Messaging, Brand Messaging, Company Culture

There’s a lot of confusion around employer branding, talent branding, and even culture branding in today’s B2B world. Here’s the truth. ALL of these terms are pointing to the same thing, which is how your brand is perceived by YOUR PEOPLE. The audience for all these forms of branding is your current and future team members. That is your “target persona” for the purposes of brand messaging. 

Here’s another truth. If the branding you use for marketing to customers and end users is completely different from your talent or employer branding, you are in trouble. Your B2B brand should represent your TRUTH in the marketplace, whether that target audience is talent or customers. If there is a disconnect, this will become evident and erode trust in your brand among all stakeholders, internal and external. 

Employer branding or talent branding is simply the facet of your brand that answers critical “What’s in it for me” questions for current and potential employees. These questions look like this:

  • “Do you care about me?”
  • “Do you align with my values?”
  • “Will you set me up for success?”
  • “Will you help me make progress toward my goals?”
  • “Will I be proud to work at your company?”

Note: Culture Branding is a slightly broader concept, since it may overlap with branding for your external customers. More and more, in the era of “tribal marketing”, people are making decisions about what brands to buy from based on values alignment. Capturing attention in the brand awareness stage and building long term loyalty is often easier when there is a cultural fit between a company and its customers.

Why Is Employer and Talent Branding Important?

Branding in this context is the process of promoting a company as an ideal employer to attract and retain the right talent and reinforcing a positive perception of the company among existing employees. It involves showcasing and promoting the company’s values, culture, compensation, and career opportunities to create a positive image in the minds of current and potential employees. The goal is to make the company a preferred choice for the best talent in the market. 

What Are The Components of Talent, Culture, and Employer Branding?

Employer, Culture, and Talent brand is about how a company positions itself as an organization or a team – and how employees perceive and promote the company. Here are a number of factors that inform and impact this type of B2B branding:

  • The stated purpose of the organization (mission, vision, purpose) or “Why” it exists
  • The values the organization expresses in daily action 
  • The character or personality of the organization as a whole
  • The type of work environment provided (from pay and benefits to the working location, leadership style, and atmosphere)
  • The visual elements and messaging used to communicate about the brand
  • The candidate and employee experience at each step when interacting with the organization
  • Internal communication (e.g., how you roll out communications to your people)
  • How people are rewarded and recognized 

In the B2B context, employer, culture, and talent branding hold significant importance. A strong brand can attract high-quality candidates, reduce hiring costs, and improve retention rates while increasing productivity and engagement.

You Can’t Dictate Your Brand Perception

While you have the ability to guide and influence your employer and talent branding, remember that it is also heavily influenced by:

  • Experiences, perceptions, and sentiments of the existing workforce (and ex-employees)
  • The perception of job candidates (regardless of whether they end up being hired)

In the digital age, current, former, and future employees all have many platforms at their disposal to shape your brand. This includes Google and Glass Door reviews as well as social media sites. 

How to Improve Your B2B Employer & Talent Branding

  • Invest in making the employee and candidate experience seamless and outstanding. 
  • Actively engage your talent to collaborate in building a positive brand presence. 
  • Make your internal communication just as intentional as your external marketing.
  • Showcase your people so they can shine and attract your next set of top team members.

Conclusion:

A strong employer or talent brand can significantly influence your company’s reputation. It can help attract high-quality candidates, reduce hiring costs, and improve retention rates. It can also positively impact customer perception, as companies with happy employees often provide better customer service. When your team feels valued and engaged, they are also more likely to become brand ambassadors for your organization, enhancing social reputation. Schedule a call with us today to learn how we can help you develop a strong employer brand and attract top talent for your company. Remember, investing in your employees is an investment in your brand’s success. 

fractional cmo rates

What Are Fractional CMO Rates?

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Brand Messaging, Fractional CMO, Outsourced CMO

Fractional CMO Rates vary from $200-300 per hour. Even if they are working with your business 10-40 per month, this is typically much less expensive than paying a fulltime executive salary plus benefits and other overhead. In addition, an outsourced CMO can onboard themselves quickly and you don’t have to worry about the cost of having to hire a new one every 2-3 years (the typical tenure of a B2B CMO).

What Makes a Fractional CMO a Cost-Effective and Strategic Option?

In the ever-evolving world of business, fractional CMOs (Chief Marketing Officers) have emerged as a popular choice for many organizations. A fractional CMO is a professional who offers their marketing expertise part-time or on a contract basis, providing businesses with strategic direction for a fraction of the cost of a full time executive. These seasoned professionals bring a wealth of experience and knowledge, making them an attractive option for businesses seeking to boost their marketing results and grow their revenue more aggressively.

How Much Does a Fractional CMO Cost?

Understanding fractional CMO rates is crucial for any business considering this route. This understanding aids in budgeting and provides a clear picture of the value proposition offered by a fractional CMO. Let’s dive into the fractional CMO hourly rate, how much it costs to hire a fractional CMO, the structure of their teams, and how to integrate them into your business.

If you’re concerned about how well a fractional CMO can really learn your business, watch this episode of The Marketing Blender Show!

Average Cost of Hiring a Fractional CMO

The average hourly rate for a fractional Chief Marketing Officer is typically between $200 – $300 per hour. You can expect that there will be an initial phase that requires more hours in order to research the competitive ecosystem, your buyer, and build the marketing plan and messaging. The ongoing costs once this is built will depend on the amount and type of work they will need to do or oversee. For larger companies entering new markets or structuring a system that can scale, hours might be 10-20 per week. For smaller companies where the CMO is helping with ROI, strategy and oversight, the hours could be as low as 10-15 per month. The key is to have clear conversations with your fractional CMO about how they will drive progress and what their assumptions are about what resources will be needed to achieve the milestones.

Additional Costs to Consider 

Hiring a fractional CMO involves several costs beyond their hourly rate. Expenses may include additional fees for specific projects (such as a new website or trade show booth), the need for tactical marketers (with lower rates) to execute the day-to-day requirements such as a graphic designer or digital marketer. Additionally, most companies need to budget for the media fees to advertise.

A great CMO should be able to help you budget and allocate resources and ownership to the appropriate people whether internally or externally. Their role is a leadership role where you should receive recommendations and plans to review and approve.

An experienced CMO will not need you to figure this portion out, but should be your guide to understand the investment, the best way to maximize your resources, and how to have clarity that will drive the results you need. A fractional CMO’s flexibility and expertise allows them to adapt to the needs and limitations of the business, fill gaps in the current team, and aggressively deliver results quickly to provide a significant return on investment.

When considering the return on investment, it’s not just about the direct costs. The benefits brought to the company’s marketing strategy and overall growth should also be considered. Some CMOs can assist with internal communication strategies and support and drive your culture initiatives and improve your recruiting efforts.  A fractional CMO can bring fresh perspectives, innovative strategies, and a wealth of experience that expands beyond traditional marketing tactics, all of which can contribute to increased revenue, reputation, and resilience.

Fractional Marketing Team Structures

Fractional CMOs typically work with a team structure that includes various roles and responsibilities. This structure can vary depending on the needs of the business and the particular expertise of the CMO.

One of the key benefits of this structure is its flexibility. This structure can also be more cost-effective than hiring multiple full-time employees.

The Marketing Blender CMOs frequently manage, mentor, hire, and collaborate with dispersed teams that might include a combination of in-house talent, other marketing agencies, or even freelancers. When a client has a Head of Sales, we work closely with them to fill and optimize the pipeline and the technology that improves accurate projections. Additionally, our CMOs ensure messaging is aligned across all team members and vendors and rolling up to the company’s goals. A key benefit is a CMO will be able to maximize the effectiveness of team members and eliminate waste and redundancies that won’t drive revenue. 

Integrating a Fractional CMO into Your Business

Integrating a fractional CMO into your business involves several steps. These include setting clear expectations, aligning goals with the CMO, and facilitating open and regular communication. It’s important to have a clear understanding of what you want the CMO to achieve and how their success will be measured.

At The Marketing Blender, our CMOs follow a time-tested process that creates clarity and confidence for the client and positions the engagement to have near-term impact while working on other longer-term projects at the same time. With every engagement, we 

  • Build a Brand Message Playbook
  • Write a marketing plan that rolls up to your growth goals
  • Assists with prioritization, budgeting, and project ownership creating a practical and proactive execution roadmap for every quarter
  • Builds a clear scorecard that aligns with your pipeline and revenue strategy
  • Is involve with building the execution system that can be optimized and scaled with growth and change
  • Has a repeating cadence of reporting with the leadership team and is involve with strategic planning

Successful integration of a fractional CMO can bring significant benefits to a business. Real-world examples abound of businesses that have seen substantial growth and improved marketing efficiency after bringing a fractional CMO on board.

Are You Ready to Hire a Fractional CMO?

Understanding fractional CMO rates and the associated costs is crucial when considering this option for your business. Despite the costs, the value that a fractional CMO can bring in terms of flexibility, expertise, and quick results often justifies the investment. The unique team structure and the potential challenges it brings are worth considering, as is the process of integrating a fractional CMO into your business. With careful planning and effective communication, a fractional CMO can be a valuable asset to your business, driving growth and enhancing your marketing efforts.

Reach out to us at The Marketing Blender to learn more about how a fractional CMO can make a difference for your business.

hire a fractional CMO

Why You Should Hire A Fractional CMO

By Blender B2B Marketing Blogs, Fractional CMO, Outsourced CMO

Think it might be time to hire a fractional CMO? As we navigate the ever-changing terrain of today’s business landscape, new roles continue to emerge, adapting to the unique needs and demands of various industries. One example is the growing popularity of the fractional Chief Marketing Officer (CMO). This innovative role provides a flexible, efficient solution for businesses seeking high-level marketing expertise without the need for a full-time executive hire. 

Who Needs a Fractional CMO?

A fractional CMO is not just for any business. They are most beneficial for small to medium-sized businesses that need strategic marketing leadership but cannot justify the cost of a full-time CMO.

Startups, in particular, can greatly benefit from the expertise of a fractional CMO as they often lack the resources to hire a full suite of marketing executives. Businesses going through transitional phases such as mergers, acquisitions, or rapid growth may also find the services of a fractional CMO useful. They bring a fresh perspective and can help navigate the company through these challenging periods with their strategic marketing insights.

The impact of a fractional CMO on a business can be transformative. They can drive marketing strategy, drive ROI improvement, build and mentor the marketing team, define the brand, and measure marketing performance, leading to increased visibility, improved brand perception, and ultimately, business growth.

Why Should You Hire an Outsourced Chief Marketing Officer?

In today’s competitive business landscape, hiring a fractional Chief Marketing Officer (CMO) can be a game-changer. This article explores the advantages of having a fractional CMO within your organization and highlights how businesses can benefit from their expertise.

Hiring a full-time CMO can be expensive, especially for small and medium-sized businesses. A fractional CMO offers a more affordable solution, providing top-level marketing expertise without the hefty price tag. Fractional CMOs offer a flexible arrangement, allowing you to scale their services based on your business needs. Whether you require strategic guidance, campaign management, or marketing team oversight, they can adapt their role to support your goals. Fractional CMOs bring a wealth of experience from working with various organizations across different industries. Their diverse skill set enables them to bring fresh perspectives and innovative strategies to your marketing initiatives.

Benefits of Hiring a Fractional Leader for Marketing:

A fractional CMO can provide valuable insights and help you develop a comprehensive marketing strategy aligned with your business objectives. Their expertise can guide your marketing efforts, ensuring they are targeted, effective, and impactful.

With a fractional CMO on board, you gain access to industry best practices and proven marketing techniques. They can optimize your marketing campaigns, improve lead generation, and drive customer engagement, ultimately boosting your overall marketing performance.

By outsourcing your marketing leadership to a fractional CMO, you free up valuable time and resources within your organization. This allows your internal team to focus on their core responsibilities while leveraging the expertise of the fractional CMO to drive marketing success.

Where to Find a Fractional CMO

Numerous online platforms and resources can help you find a reliable fractional CMO. LinkedIn, for instance, is an excellent platform to find experienced professionals. Freelance marketplaces like Upwork and Toptal also feature profiles of fractional CMOs. However, the best place to find a B2B CMO is right here at The Marketing Blender. 

When choosing a fractional CMO, consider their industry experience, skill set, and track record. Look for someone who has experience in your industry and understands your target audience. The hiring process typically involves an initial consultation, proposal, and agreement on terms and deliverables.

The Fractional Marketing Team

A fractional CMO usually works with a team that may consist of marketing strategists, content creators, digital marketers, and data analysts. Each member plays a crucial role, contributing their unique skills and expertise. A Fractional CMO leads the team, providing strategic direction and making key decisions. The marketing strategists develop and implement marketing plans, the content creators produce engaging materials, the digital marketers manage online campaigns, and the data analysts measure performance and provide insights.

A well-coordinated fractional marketing team can significantly enhance your business strategy. They can provide a comprehensive marketing solution, aligning all aspects of marketing with your business goals, leading to improved performance and growth.

Ready to Get Started with a Fractional or Outsourced CMO?

Understanding the concept of a fractional CMO, who needs one, where to find them, and how they operate is crucial for any business considering this route. A fractional CMO could be the solution your business needs, offering expert marketing leadership without the commitment of a full-time hire. As with any significant business decision, it’s important to weigh the pros and cons, consider your specific needs and circumstances, and choose wisely. With the right fractional CMO, your business can soar to new heights in its marketing efforts, driving growth and success in an increasingly competitive marketplace. Contact us to learn more about our fractional CMO services and how we can help your business achieve its marketing goals. Let’s take your brand to the next level together.

B2B organizations

Unleashing the Power of Brand Messaging in B2B Organizations

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Brand Messaging

In this post, let’s dive into one of our favorite topics at Blender: building a brand messaging strategy that drives success in B2B organizations.

Marketing Frameworks & Best Practices

Contrary to the perception that every marketing strategy is entirely custom, the truth is that it all boils down to frameworks, processes, and best practices. While there’s specialization for different industries, there are fundamental principles that remain constant. In this blog, we’ll explore these fundamentals that form the basis of a successful marketing strategy.

The first step in creating a robust marketing strategy is understanding your market. Whether you call it buyer personas, avatars, or target markets, knowing who is most suited to pay for your service or product is crucial. This blog will guide you through the process of identifying your ideal customer profile.

People are Complex, Your Marketing Should be Too

Understanding the complexity of your audience is key to effective marketing. In a world that’s constantly moving, being proactive in predicting your market’s problems and triggers is essential. We’ll explore how to navigate the intricacies of buyer personas and why it’s essential to recognize that people are complicated.

Knowing your market goes hand in hand with understanding the buyer’s journey. We’ll discuss the tried-and-true awareness, consideration, decision framework and how it varies across different personas. Discover how to tailor your marketing strategy to meet the unique needs of your audience at each stage of the buyer’s journey.

Messaging That Makes A Difference

Why do B2B organizations need to focus on their brand messaging? Messaging is the linchpin of a successful marketing strategy. It’s not just about a value proposition or a tagline – it’s about distributing consistent messaging across diverse personalities, expertise levels, and organizational hierarchies. Learn how to craft messaging that resonates and how to scale it effectively throughout your organization.

In our next installment, we’ll continue to explore the components of a winning B2B marketing strategy. Stay tuned for insights on scaling consistent messaging and arming your team with the tools they need for a successful marketing machine. The Marketing Blender is here to guide you every step of the way.

Strategic Alignment for Seamless Communication

One undeniable advantage of having a shared brand messaging playbook is the ease with which marketing and sales teams can align their efforts. The contextual delivery within the buyer journey allows for pinpoint accuracy in communication. This strategic alignment empowers teams to identify the specific messages required at each stage, ensuring relevance and resonance.

Navigating the Buyer Journey in B2B organizations

The buyer journey serves as a guiding compass for marketers and sales professionals. By understanding what information is crucial at different stages, teams can tailor their messages effectively. This not only prevents missteps but also fosters a deeper connection with potential clients. Recognizing when to introduce certain topics eliminates the risk of apathetic responses and ensures a meaningful progression in the buyer’s decision-making process.

Positioning: Shaping Perceptions Beyond Competition

A common misconception is that competitors define an organization’s position in the market. In reality, it’s the buyers who determine this position. Working collaboratively with buyers to create agreement about the organization’s position is key. Rather than positioning against competitors, it’s about understanding how buyers make comparisons and aligning messaging accordingly. This mindset is crucial for avoiding the pitfalls of competitor orientation.

Decoding Positioning in B2B Strategy

Positioning is not a battle against competitors; it’s a collaborative effort with buyers. The goal is to create agreement about what makes the organization unique and valuable. Whether it’s being the most affordable high-end solution for small businesses or the go-to choice in a high-ticket market, understanding and aligning with buyer perspectives shape effective positioning.

The Essence of Truth Branding

Beyond the visual elements of branding, the strategy behind it is equally crucial. Truth branding involves documenting core elements like brand archetypes, purpose, core values, and cultural heartbeat. This documentation serves as a foundation for infusing authenticity into messaging. Additionally, fascination triggers play a vital role in capturing attention. These triggers are innate qualities that, when intentionally emphasized, compel audiences to engage with a brand.

Identifying and leveraging fascination triggers is an ongoing process. It involves understanding how the brand makes buyers feel. Whether it’s a sense of safety, excitement, excellence, or connection, these triggers contribute to a brand’s uniqueness. Uncovering what truly fascinates the target audience often surprises organizations, emphasizing the importance of external perspectives in this exploration.

Executing Strategy: Beyond Planning to Decision-Making Criteria

A crucial distinction in marketing strategy lies in understanding that it’s not synonymous with a business plan. While a business plan outlines broader organizational goals, a marketing strategy hones in on building brand awareness, reputation, revenue, and resilience. Every element of the strategy should serve as decision-making criteria, ensuring that planned actions align with the overarching goals.

Unlocking Success with Actionable Strategy

The effectiveness of a marketing strategy hinges on its execution. It’s not just about planning; it’s about implementing decisions that align with the documented strategy. This is where the rubber meets the road, and strategic elements transform into tangible results.

As you embark on refining your B2B marketing strategy, keep in mind that strategic alignment, positioning, and truth branding are not one-time exercises. Continuous refinement, validation, and optimization are essential. 

Remember, your brand’s value is ultimately determined by your customers, and strategic clarity is the compass guiding you toward sustained success in the dynamic B2B landscape. Onward and upward! Contact us at The Marketing Blender to help you bring your B2B Organizations brand voice to life.

B2B Marketing Plan

What to Include In Your B2B Marketing Plan for 2024

By Blender B2B Marketing Blogs, Marketing Plan

Do you have a B2B marketing plan that will take you through 2024 and beyond with ease? In the fast-paced realm of B2B marketing, change is not just inevitable—it’s the key to staying ahead of the game.

Today, we’re diving deep into the transformative shifts in B2B marketing that might be jeopardizing your pipeline. It’s crucial to understand that the rules of the game have changed, and those who adapt will thrive while others wonder why they’re falling behind.

Stages of the Buyer’s Journey: The New Dynamics

In the past 15 years, the B2B buyer’s journey has transformed significantly. Traditionally, buyers were two-thirds through their pre-buying research before engaging with a human. Now, research suggests they are 80-85% through their decision-making process before human interaction. Understanding this shift is pivotal, as it emphasizes the need for strategic, customer-centric marketing.

Marketing has become more critical than ever, and its significance will only continue to grow. Success in modern B2B marketing requires an in-depth understanding of customers, precise assumptions, and effective tracking. The days of generic marketing advice are over; it’s time to align marketing, sales, and operations for optimal results.

Battling for Attention in a Noisy World

With the world becoming increasingly noisy due to widespread digital marketing, the battle for attention has intensified. Winning in this crowded space requires businesses to elevate their marketing efforts. The use of AI and automation, while promising, also contributes to the noise. Being better than ever is essential, and the war on attention is a challenge that won’t diminish.

Adapting to AI and Automation is changing the marketing game, and businesses need to adapt. We’ll discuss how AI is not only accelerating the pace of change but also creating more noise in the digital space. Businesses must be strategic in utilizing AI to stand out rather than contributing to the noise.

The Resurgence of Traditional Tactics in the Average B2B Marketing Plan:

Trade Shows

Trade shows are making a comeback, but the effectiveness of these events relies on optimization and a clear understanding of their role. Maximizing the impact of trade shows involves strategic planning, early engagement, and post-event follow-up. The key is to treat trade shows as part of a broader system rather than isolated events.

Webinars: Adapting to Avoid Fatigue

Webinars, once a powerful tool, are now facing fatigue. However, the solution isn’t abandoning them; it’s about adapting. Hosting webinars around specific, high-demand topics and ensuring a clear pathway for follow-up engagements can revitalize their effectiveness. The key is to align webinars with the changing needs and preferences of the audience.

The Pipeline: Understanding Impact and Timing

Understanding the impact and timing of marketing tactics is crucial for effective pipeline management. Recognizing where leads are lost in the pipeline is essential. Often, the issue lies in not providing a clear next step for engaged prospects. Whether it’s a high-value event or social media engagement, a structured pathway must guide prospects through the next steps.

Connecting Marketing and Sales in Your B2B Marketing Plan: The Brand Experience

In today’s ever-evolving digital marketing landscape, the importance of connecting online campaigns with real-life interactions cannot be overstated. It is no longer enough to engage customers solely through online channels; businesses must now focus on creating a seamless transition from digital engagement to meaningful conversations in the physical world.

This holistic approach to marketing, sales, and customer service, all working together under the umbrella of brand experience, is essential in ensuring that no potential leads slip through the cracks. By prioritizing the alignment of these key departments, businesses can create a positive and cohesive brand experience that sets them apart from the competition.

The Transformed Buyer’s Journey in B2B Marketing

The buyer’s journey in B2B has undergone a remarkable transformation, and in this blog, we’ll uncover the statistics and trends shaping this evolution. It’s crucial for marketers to comprehend these changes to effectively engage with their audience.

Recent research indicates that buyers are now more than 80-85% through their decision-making process before engaging with a human. This signifies a profound shift in how businesses approach marketing.

The Squirrel Moment: Email Marketing Pitfalls

While discussing change, a “squirrel moment” arises – the tendency to focus on tactics without a comprehensive strategy. Email marketing, for instance, can backfire when used for cold lead generation without thoughtful planning. Don’t let a disregard for laws and technology undermine your email campaigns.

Instead of dismissing a tactic outright, ask better questions. Understand where it fits in the buyer’s journey and how it contributes to building trust. Continuously optimize email campaigns based on real-time data and responses.

Humanizing Digital Marketing: Connecting Marketing and Sales

In the digital realm, campaigns are dynamic and ever-changing. However, the connection between marketing and sales often gets overlooked. Ensuring a seamless transition from a click on a digital ad to a live conversation is essential for a positive brand experience.

Integrate marketing, sales, and customer service under the umbrella of brand experience. The human touch remains crucial, especially when a prospect transitions from digital marketing to a live conversation. Aligning all facets of your business towards a unified brand experience ensures consistency and fosters trust.

Embracing Change: Serving Instead of Selling

In the face of rapid change, human fundamentals remain constant. Remember that every click represents a human seeking a solution or pursuing a goal. Instead of complicating strategies, focus on serving your audience. The more closely you align with their needs, the better you navigate change and outperform your competition.

For more information on How to Write an Amazing B2B Marketing Plan for 2024 click Below!

Best Practices for Building a B2B Marketing Plan

In the ever-changing landscape of B2B marketing, the fundamentals remain rooted in understanding human behavior and serving the needs of customers. By embracing change, adapting strategies, and fostering alignment across marketing, sales, and customer service, businesses can navigate the evolving landscape successfully. Remember, change is not a threat but an opportunity for those ready to seize it. Onward and upward! Contact us today to learn how our team can help you create a successful B2B marketing plan. 

Employer Branding

Unleashing the Power of Employer Branding Strategy on Company Culture

By Blender B2B Marketing Blogs, Company Culture

The marketing landscape is brimming with buzzwords like talent, employee, and culture branding, all representing various aspects of the human interaction with a brand. But here’s the kicker—they ultimately converge into one crucial aspect: employer branding strategy.

The Symbiosis of Internal and External Employer Branding

Branding isn’t just about selling products. It encompasses all stakeholders and represents the totality of what a company stands for. Yet, there’s a disconnection between the external branding focused on marketing and sales and the internal branding for culture and talent. These should always be aligned around the same values, but should take into consideration the widely different goals of employees vs. customers.

Internal branding touches upon communication, employee experience, creativity, and the very fabric of a company’s culture. The recent shift to remote work has thrown a spotlight on aspects of culture that may have been overlooked, impacting how employees and future talent perceive your brand.

Purpose-Driven Brands and the Culture Equation

Before we dive into the tactical applications, let’s address a critical point. Purpose-driven brands outperform those centered around products or services. Research suggests that purpose-driven companies can outperform by over a thousand percent. It might sound astonishing, but it underscores the importance of aligning branding with a deeper purpose. Imagine if your employees loved your brand as much as your customers do—it’s a game-changer. The idea is to invest in your brand, making it integral to the experience inside your corporate walls, whether physical or virtual. This shift from “the customer is always right” to “our people always matter” emphasizes the significance of prioritizing employees for long-term brand success.

Brand Evangelism: Turning Employees into Advocates

Brand evangelism is the secret sauce that transforms employees into brand ambassadors. The actions your employees take to promote and showcase your brand in the market matter immensely. In the age of social media, employees are key players in shaping the external perception of your organization. Culture branding, talent branding, and employee branding become pivotal in shaping how the entire market views your organization. The human-centered, people-first approach within the organization naturally extends to customer interactions. This interplay between internal and external branding is a dynamic force that can’t be underestimated.

Tangible Elements of a Strong Employer Branding Strategy

Bringing everything together, let’s discuss tangible tactics for building a strong culture brand. We share an example of a client who actively involved employees in identifying the characteristics of their best performers. This not only fosters a sense of involvement but also aids in attracting more talent aligned with the company’s culture. We emphasize that a robust culture brand should outlive its leaders. It should persist through leadership changes, retirements, and even acquisitions. The core values and culture you’ve built should be a guiding light for the organization, regardless of who is at the helm.

Are You Ready to Start Building a Employer Branding Strategy That Supports Your Company Culture?

Branding’s impact on company culture is profound and far-reaching. It’s not just about creating a marketable image but about shaping a workplace where employees thrive and are proud to be associated with the brand. By integrating purpose-driven principles, fostering brand evangelism, and implementing actionable tactics, businesses can scale their culture effectively. The key is to make culture branding, talent branding, and employee branding intentional, actionable, and aligned with the core values that define the organization.

If you have questions or thoughts on employer branding and culture, reach out to us on social media. Your comments are valuable, and who knows, your topic might be featured in a future episode. Don’t forget to like and subscribe for the latest insights on marketing success. Onward and upward!

AI in Marketing

Exploring AI in Marketing: The Best AI Marketing Tools and Insights for 2024

By Blender B2B Marketing Blogs

We are living in an exhilarating era, where the captivating realm of Artificial Intelligence (AI) is making a profound impact on the realms of marketing and sales. We are excited to share our insights and experiences with AI in marketing as a powerful tool for businesses. AI has been making waves in various industries, and as a company invested in AI, we believe it’s essential to explore how it can benefit your marketing and sales strategies. So, let’s dive in and discuss the evolving landscape of AI in the business world.

Leveraging AI in Digital Marketing: A Game Changer

AI has become a ubiquitous presence in the digital marketing realm, and its impact is undeniable. As a company utilizing AI, we recognize the tremendous potential AI holds for transforming marketing and sales strategies. The integration of AI is not a new concept for us; we’ve been testing, experimenting, and adapting to this technology for a few years now. While AI has recently gained more mainstream attention, it’s essential to understand what AI means to your business and how it aligns with your goals.

The AI Buzz: Excitement and Skepticism

There’s no denying the excitement surrounding AI, but it’s crucial to approach it with a balanced perspective. Marketers are particularly enthusiastic about AI, often with high expectations. However, it’s essential to manage these expectations and not rely on AI to make all marketing decisions. AI, while powerful, is not a one-size-fits-all solution. It’s vital for B2B companies to maintain a close connection with their sales teams and customers to ensure that AI aligns with their needs effectively.

Data-Driven Decision Making

AI empowers the CMO with valuable data insights, enabling data-driven decision-making. Predictive AI tools, like Junction AI, provide real-time insights into campaign performance, helping the CMO make informed choices to optimize marketing efforts. This data-driven in AI approach enhances the precision and efficiency of marketing campaigns, delivering measurable results.

AI and the Noise Factor

AI has the potential to both amplify and alleviate the noise in the marketing space. On one hand, AI can generate content and marketing materials more quickly and efficiently. However, without proper oversight and human input, this can lead to poorly written, vague, and untargeted content. As a company, we emphasize the need for human involvement to ensure the quality and alignment of AI-generated content. It’s vital to think strategically and intentionally about the information you want to communicate to your audience, integrating it with your brand voice through automations.

Providing Value and Verifiability

AI tools often source information widely available on the internet. It’s essential to recognize that they might not always provide perfectly accurate facts. As a responsible company, we stress the importance of validating the information AI generates. Ensure that the sources cited by AI align with your desired level of accuracy and credibility. This approach allows you to control the integrity of the content you offer, ultimately providing value to your audience.

AI for Content Marketing: Our Favorite AI Tools 

At our company, we have explored various AI tools that have proven effective for marketing and SEO. Here are a few of our favorites:

1. Jasper AI

Jasper AI has been a valuable tool for marketing efforts. It offers an efficient way to create blog outlines, which can be further refined by human writers to align with brand guidelines. While AI is proficient in structuring content, the human touch remains essential to maintain quality and alignment with your brand.

2. Surfer SEO

Surfer SEO is another tool we’ve found beneficial, particularly for keyword research. While these advanced tools can help identify potential keywords, human intervention is necessary to validate and refine the list to ensure it resonates with the target audience.

3. Junction AI

Junction AI excels in predictive AI, making it a valuable resource for optimizing campaigns, especially in social media. AI can quickly identify trends and data patterns, offering valuable insights that can be applied to campaigns in real-time.

4. Userbot

Userbot is an intelligent chatbot that helps convert website traffic into meaningful conversations with the sales team. It excels at understanding conversational queries and knowing when to transition to human sales interaction.

These tools are just the beginning of our AI journey, and we are excited to see how AI continues to evolve in the marketing and sales space.

AI in Marketing: Opportunities and Caution

As AI continues to shape the marketing and sales landscape, it’s crucial to recognize the opportunities it presents while exercising caution. AI offers the potential to streamline processes and gain deeper insights into customer behavior. However, it’s essential to use AI thoughtfully, with a focus on your business goals for revenue, reputation, and resilience. AI should align with your brand voice, values, and objectives to deliver meaningful results.

The Intersection of AI in Marketing

The world of AI is brimming with opportunities, and we encourage businesses to make smart choices when integrating AI into their marketing and sales strategies. While AI has the potential to transform your business, it should always be a tool that supports your goals and objectives. As an AI-driven company, we believe that by understanding, adapting, and using AI wisely, you can leverage its capabilities effectively.

We hope this discussion has provided you with valuable insights into AI in marketing and sales. If you have any thoughts, questions, or experiences to share, please do so in the comments or reach out to us directly. We look forward to continued learning and growth in the ever-evolving world of AI. Onward and upward!

B2B Revenue

How To Drive B2B Revenue Growth

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Budgeting and Marketing ROI

Do you find yourself wondering why your business’s revenue isn’t growing as fast as you’d like it to? You’re not alone. Many entrepreneurs and business owners struggle to drive B2B revenue growth.

In this blog, we’ll explore the reasons behind this common concern and provide insights into how you can accelerate your revenue growth. At the Marketing Blender, we understand the frustrations and questions that business owners have, and we’re here to help you find the solutions you need. Let’s dive in!

If you’re more of the podcast or video type, you can watch our discussion of this topic here. 

Insufficient Marketing Investment for B2B Revenue Growth

One of the primary reasons your revenue might not be growing as quickly as you want is underinvesting in marketing. Marketing is the engine that drives growth, and if you’re not allocating a reasonable budget to it, you’ll likely struggle to reach your revenue goals.

To put things into perspective, consider the following benchmarks:

  • To maintain your current revenue, allocate at least 5% of your total revenue to marketing.
  • To achieve growth, you should aim for 10-12% of your total revenue, with potentially higher investments in competitive industries like tech.

It’s essential to understand that marketing is a scalable process, and not investing enough can hinder your business’s growth potential. So, if you’ve been scraping together loose change for your marketing budget, it’s time to reassess and allocate a more appropriate budget to drive results.

Lack of B2B Growth Strategy

Having a marketing budget is crucial, but it’s equally important to have a well-defined marketing strategy. Without a clear strategy, you might be wasting your resources on tactics that don’t align with your goals.

Your strategy should answer questions like:

  • Who is your target audience?
  • What are their pain points and needs?
  • How will you reach and engage them?
  • What are your unique selling points?

Without a solid marketing strategy, your efforts can lack direction and effectiveness. It’s crucial to align your tactics with your strategic goals to ensure that every marketing dollar spent contributes to revenue growth.

Ignoring Existing B2B Customers

Many B2B businesses focus on acquiring new customers but overlook the growth potential of their existing customer base. Your current customers are a valuable resource for driving additional revenue and fueling business growth. They can offer insights on product improvements, identify upsell opportunities, and become your best advocates for referrals and evangelism.

Your existing customers are a goldmine of untapped potential Without a clear understanding of your marketing and sales metrics in the B2B space, you might be missing opportunities for growth. You need to track and analyze the right data to identify what’s working and what’s not. Important metrics to monitor include average deal size, customer retention rates, lead conversion rates, sales cycle length, and growth indicators.

These metrics can guide your marketing and sales efforts, helping you make informed decisions to optimize your strategies and drive growth in today’s data-driven world. They have already demonstrated trust in your brand, making it easier to upsell or cross-sell additional products or services. However, overlooking this segment can be a significant barrier to growth.

Don’t forget to appreciate and reward your existing customers, as their satisfaction and loyalty can significantly impact your bottom line. Develop customer retention strategies and create processes to nurture these relationships in order to drive sustainable B2B growth.

Unproductive Sales and Marketing Teams

If your sales and marketing teams are not working in synergy or if you have the wrong people in the wrong roles, it can hinder your revenue growth. Sales and marketing should complement each other, and there should be a clear handover process for leads to move smoothly through the sales funnel.

Sometimes, individuals within the organization may be resistant to growth due to fear or a lack of understanding of how it will impact their roles. Ensure that your teams are aligned with the growth goals and have the right skills, training, and motivation to drive revenue.

Poor B2B Messaging and Branding

Effective messaging is essential to connect with your target audience. If your messaging is unclear, generic, or unconvincing, it can lead to missed opportunities. Your messages should resonate with your audience, providing reasons to choose your products or services.

Messaging is an area that requires continuous optimization and testing. It’s not about having the perfect tagline but rather about crafting messages that address your customers’ needs, showcase your unique value, and stand out in your industry.

Data Blind Spots That Hinder B2B Growth

Without a clear understanding of your B2B marketing and sales metrics, you might be missing opportunities for growth. You need to track and analyze the right data to identify what’s working and what’s not. Important metrics to monitor include average deal size, customer retention rates, lead conversion rates, and sales cycle length.

These metrics can guide your marketing and sales efforts, helping you make informed decisions to optimize your strategies.

In today’s data-driven world, not having a comprehensive understanding of your marketing and sales metrics can hinder your growth efforts. Here’s what you should be tracking:

  • Average Deal Size: Understanding the typical deal size can help you set revenue goals and allocate resources accordingly.
  • Customer Retention Rates: Monitoring customer retention rates helps identify opportunities to keep existing customers engaged and satisfied.
  • Lead Conversion Rates: Keep an eye on how leads move through your marketing and sales funnels. Identify where leads drop off and make improvements to enhance conversion rates.
  • Sales Cycle Length: Analyzing the length of your sales cycle can help you make more accurate revenue forecasts and optimize your sales processes.
  • Churn Rate: For subscription-based businesses, tracking the churn rate (the rate at which customers cancel their subscriptions) is crucial for maintaining revenue growth.

Not B2B Testing and Experimenting

Successful marketing and revenue growth require continuous testing and experimentation. If you’re not testing new tactics, channels, or messaging, you might miss out on opportunities to improve your results. Try different approaches and evaluate the outcomes to refine your strategies.

Experimentation can include:

  • A/B Testing: Create variations of your marketing materials (emails, ads, landing pages) and test them to see which performs better. Use the winning version for future campaigns.
  • New Channels: Don’t limit yourself to the channels you’ve always used. Explore emerging platforms and channels that align with your audience’s behavior and preferences.
  • Content Experimentation: Try different types of content, from blog posts to videos, podcasts, or webinars. Measure engagement and adjust your content strategy based on the results.
  • Targeting Options: Experiment with different audience segments and targeting options within digital advertising platforms to find the most responsive audience.

Are You Ready to Drive More B2B Revenue Growth?

Accelerating B2B revenue growth is a common goal for businesses, but various factors can impede progress. To overcome these challenges, consider investing more in marketing, developing a clear strategy, nurturing existing customers, aligning your teams, perfecting your messaging, tracking relevant data, and experimenting with new tactics. By addressing these issues, you can work toward achieving the revenue growth you desire.

At the Marketing Blender, we’re here to help you navigate these challenges and create a tailored marketing strategy that drives results. Remember, your business has a unique story to tell, and we’re here to help you share it with the world. Contact us today to learn more about our services and how we can support your revenue growth journey.  We look forward to hearing from you!

B2B Lead Generation

Optimizing B2B Lead Generation: Uncovering Common Pitfalls

By B2B Content and Email Marketing, B2B Digital Marketing, B2B Marketing Strategy, Blender B2B Marketing Blogs

Greetings and welcome to The Marketing Blender. We are continuing our exploration of lead generation, specifically focusing on the reasons why B2B lead generation might not be yielding the desired results. If you want to watch our in-depth discussion on our podcast, click the video below. Otherwise, read on…

B2B Lead Gen: Pursuing the Path Your Buyers Take 

One of the most frequent hurdles we observe in B2B lead generation is the oversight of a fundamental piece of advice: follow the path your buyers tread. Historically, companies have often presumed that their target audience frequents trade shows, leading them to invest in booth spaces and hope for buyer interactions. But more often than not, your target audience might not attend these grand events. Sometimes, online presence, primarily through Google ads or organic SEO, may not necessarily be the ideal solution either. 

Your prospective B2B customers may have concealed meeting points. For instance, engineers, as specialized professionals, have specific online podcasts, niche magazines, or discussion forums that they patronize. These platforms present opportunities for us to insert our B2B marketing strategies or advertising content, potentially offering exposure that your competitors overlook.

Avoiding Excessive Narrowness When Generation B2B Leads

Many businesses confine their perspectives to their own preferences, failing to view their target audience as multifaceted human beings. In reality, your customers seek inspiration, meaningful conversations, informative content, and avenues for personal development. It is essential to broaden your horizons and explore places where your target audience derives value. By doing so, you can access opportunities that you might have otherwise missed.

Offering Meaningful Content For B2B

Another common issue in lead generation is the lack of substantial content. While we frequently emphasize the importance of messaging, this aspect remains critical. It is vital to remember that in lead generation, your primary objective is to initiate a conversation, not to seal the deal. It is not advisable to delve into intricate details prematurely, proclaiming your uniqueness and qualifications. This approach may alienate potential leads rather than attract them, as it often comes across as a one-sided lecture. Instead, focus on presenting thought-provoking content that captures the audience’s attention and encourages them to participate in a dialogue.

Providing Clear Guidance

In the realm of brand awareness and demand generation, thought leadership plays a pivotal role. Nevertheless, it is essential to impart it effectively. Your messaging should center on what your prospective customers are eager to learn about, not what you wish to convey. This principle should be your guiding force when conducting webinars, workshops, or speaking engagements. It is essential to concentrate on addressing the most significant problems that your target audience faces rather than highlighting your expertise. Avoid the common trap of assuming that your knowledge is precisely what your audience desires; instead, prioritize what is valuable to B2B leads and their goals.

Offer a Defined Next Step

At every interaction point, it is crucial to provide a clear and tangible next step. Your audience should not be left with vague calls to action such as “learn more” or “click here.” Instead, grant them a reason to advance further, assuring that they comprehend the necessary course of action.

Concentrate on What Matters to Your B2B Customers

Furthermore, concentrate on what truly matters to your customers. In the business world, value is subjective and defined by the customer, not the business. Regardless of your business’s size or longevity, your success hinges on how well you can deliver something that your b2b customers deem valuable. Your product or service should be positioned as a solution that fulfills your customers’ requirements and addresses their problems effectively.

Diagnosing Your B2B Lead Generation Strategy

If you are struggling with B2B lead generation, it is crucial to identify the areas that require improvement. To diagnose your lead generation strategy effectively, examine the elements within your sales funnel. Recognize the points where potential leads might disengage and the causes of such disengagement. Through systematic testing and optimization, you can improve your messaging, targeting, creatives, and calls to action to address the underperforming areas.

What if B2B Lead Quality is Poor? 

Sometimes it’s not the volume of leads creating a problem, but a lack of qualified leads. If this is an issue, you can continue the conversation in this episode of The Marketing Blender Show.

How About: 5 Ways to Improve B2B Lead Quality!

Conclusion

Successful B2B lead generation centers on comprehending your audience, crafting compelling messaging, and providing value that aligns with your customers’ requirements and interests. By identifying and addressing these common pitfalls, and continually refining your lead generation strategy, you can optimize your efforts and achieve more effective B2B lead generation.

Remember to subscribe to our show to stay informed and receive further insights on marketing. We look forward to our continued journey of learning and growth. Onward and upward! Contact us today with any questions you may have about lead generation and how it can benefit your business. We’re here to help. 

hiring a marketer

How to Hire the Right Marketer: Avoiding Marketing Friction

By Marketing Plan

Our Fractional Chief Marketing Officers are here to shed light on the challenges of hiring great marketers and how to avoid marketing friction within your organization. In the world of marketing, there’s nothing more frustrating for both the leadership team and marketers themselves than when a marketer is not set up for success. This issue often begins with the hiring process and the job description. In this discussion, we aim to explore why it’s so challenging to hire a great marketer and how to achieve great outcomes.

The Unreasonable Job Descriptions for a Marketer

One common problem in the hiring process is the unrealistic job descriptions for marketing roles. Often, these descriptions read like a wish list, expecting marketers to excel in every aspect of the business without clear structure. This approach is not reasonable and sets marketers up for failure. Even experienced CMOs have their areas of expertise and weaknesses. Recognizing the need for a more balanced and realistic job description is the first step in avoiding marketing friction.

The Myth of the Marketing Unicorn

It’s crucial to acknowledge that there’s no such thing as a marketing unicorn – a single marketer who can do it all. Even seasoned marketers have their strengths and weaknesses, and trying to hire for a mythical, all-encompassing skill set is a futile endeavor. Instead, focus on defining the specific skills and expertise your business requires and seek candidates who match those criteria.

Interviewing a Marketer: The Hidden Challenge

One hidden challenge in hiring marketers is that they are naturally adept at communication. Marketers excel in interviews, making it challenging to distinguish between great and not-so-great marketers based solely on their communication skills. Therefore, it’s essential to look beyond the surface and evaluate their true marketing capabilities to ensure they can deliver the results your business needs.

Finding the Right Marketer: Defining Your Needs

Before you start the hiring process, it’s vital to understand the type of marketer your business requires. This understanding will help you define the right job description and set up your marketing team for success. Let’s explore different types of marketers based on the problems they can solve for your business:

1. The Marketing Strategist

If your business lacks a marketing strategy or struggles to align marketing with revenue goals, you need a marketing strategist. This executive-level marketer can set the strategic direction, align marketing and sales, and establish the necessary systems for long-term success.

2. The Tactical Generalist

The tactical generalist is the “doer” in your marketing team. They execute tasks effectively and understand what’s needed to move your marketing efforts forward. This role is often the first hire for sales-led organizations. However, be clear about the tasks and skills required, as even generalists have limitations.

3. The Execution Specialist

For specific marketing functions like graphic design, data analysis, or paid advertising, consider hiring execution specialists with expertise in those areas. These specialists excel in their designated domains and can supplement your team’s skill set.

4. The Communication Master

Marketers are inherently skilled in communication, which makes it challenging to differentiate during interviews. However, effective communication alone doesn’t guarantee marketing success. Look for marketers who can articulate how their communication skills translate into tangible results for your business.

Set Your Marketers Up for Success

To avoid marketing friction and frustration, start with a realistic job description that matches your business needs. Understand the type of marketer you require and the specific skills they should bring to the table. Shared accountability in the hiring process is key to building a successful marketing team that can drive sustainable results for your company.

At The Marketing Blender, we offer fractional CMO services to help you with marketing strategy, messaging, and sustainable results for your business. Visit our website to learn more about our services and how we can assist your company.

Hiring the right marketer is a crucial step in achieving your marketing goals and preventing friction in your marketing efforts. Make informed decisions, set clear expectations, and build a marketing team that aligns with your business objectives.

Conclusion: You Can Find the Right Marketer with Some Help

Hiring the right marketer is a pivotal decision for any business, and it can significantly impact the success of your marketing efforts. Marketing friction and frustration often stem from unrealistic job descriptions and misaligned expectations. By understanding the type of marketer your business needs and setting clear criteria, you can mitigate these challenges and create a marketing team that drives sustainable results.

Remember that there’s no one-size-fits-all solution in marketing. Rather than seeking a marketing unicorn, focus on finding candidates with the specific skills and expertise that match your business requirements. Shared accountability in the hiring process, along with a realistic job description, is the key to avoiding marketing friction and setting your marketers up for success.

At The Marketing Blender, we offer fractional CMO services to help businesses develop marketing strategies, refine messaging, and achieve long-term marketing success. We encourage you to explore our services and consider how our expertise can benefit your company. Contact us today!

How To Create An Effective Brand Messaging Framework

By Brand Messaging

Creating a brand messaging framework ensures your company’s brand message is consistent and effective across all channels. Here’s how to get started.

What Is a Brand Messaging Framework?

It’s a plan that outlines the key messages you want to convey to your target audience and the way in which you want to communicate them. Your brand messaging framework should include your value proposition, brand voice, and target audience, among other things.

Why is having a strong brand messaging framework important?

Having a strong brand messaging framework can help your company to differentiate itself from competitors and communicate its unique value to customers.

When your B2B brand messaging is consistent and effective, it can increase brand awareness, drive sales, and build customer loyalty. A strong brand messaging framework can also help to establish your brand’s personality and tone, making it easier to create content that resonates with your target audience.

What this blog will cover

In this blog post, we will cover the key elements of a brand messaging framework, including your brand message, brand value proposition, target audience, and brand voice. We will explain how to develop a brand messaging strategy that aligns with your company’s goals and values, and we will provide tips on how to create a messaging hierarchy that ensures your brand messaging is consistent across all channels.

We will also share examples of effective brand messaging frameworks and provide practical advice on how to create a framework that works for your company.

Defining your brand message

Your brand message is the core message that you want to communicate to your target audience. It should be clear, concise, and memorable. Your brand message should convey the benefits of your product or service and address the pain points of your target audience.

We will provide tips on how to craft an effective brand message that resonates with your target audience.

Identifying your value proposition

Your value proposition is the unique benefit that your product or service provides to your target audience. It should differentiate your company from competitors and address the needs of your target audience.

We will explain how to identify your value proposition and how to incorporate it into your own content strategy, marketing and brand messaging framework.

Understanding your target audience

Your brand messaging should be tailored to your target audience. We will explain how to identify your target audience and create buyer personas that represent your ideal customer.

We will also provide tips on how to take customer feedback and create messaging that speaks to the needs and pain points of your target audience.

Establishing your brand voice

Your brand voice is the personality and tone of your brand. It should be consistent across all channels and align with your brand values. We will explain how to establish your brand voice and provide tips on how to create messaging that reflects your brand’s personality.

Creating a messaging hierarchy

Creating a messaging hierarchy is a way to ensure that your brand messaging is consistent across all channels. We will explain how to create a messaging hierarchy that prioritizes your key messages and ensures that your brand messaging is consistent across all channels.

Creating a brand messaging framework is an important component of any company’s marketing strategy. By defining your brand message, identifying your value proposition, understanding your target audience, establishing your brand voice, and creating a messaging hierarchy, you can create a comprehensive brand messaging framework that sets your company apart from competitors and resonates with your target audience.

Defining Your Unique Selling Proposition (USP)

As a business owner or marketer, you have likely heard the term “Unique Selling Proposition” or USP before. But what exactly is a USP and why is it important? In short, your USP is what sets your business apart from the competition. It’s the reason why customers should choose your product or service over someone else’s.

To define your USP, you must first identify your brand’s core messaging and brand promise. Your brand promise is the commitment you make to your customers that you will deliver a specific benefit or outcome. Your core messaging is the heart of your brand story – it’s what makes your business unique and why it matters to your target audience.

Once you have a clear understanding of your brand promise and core messaging, you can begin to craft your USP. Your USP should be a concise statement that encapsulates what makes your brand different and better than others in your industry. In just a few words, it should communicate the value that you offer to your customers and why they should choose your product or service.

It’s important to note that your USP should be aligned with your brand messaging strategy and use your brand messaging voice. Your USP should be communicated consistently across all marketing channels and touchpoints to reinforce your brand’s value proposition to your target audience.

Some examples of successful USPs include:

  • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.”
  • Dropbox: “Simplify your life.”
  • Dollar Shave Club: “Shave time. Shave money.”

As you can see, these USPs are memorable and communicate the brand’s value proposition clearly and concisely. By defining your USP and integrating it into your brand messaging framework, you can differentiate your brand from the competition and create a strong connection with your target audience.

Collaboration between marketing teams can also be instrumental in creating a strong brand messaging architecture. By working together, these teams can ensure that messaging is consistent and effective across the marketing team and all channels and touchpoints. With a well-defined USP and core messaging, you can develop a brand story that resonates with your target audience and sets your business apart from the competition.

Brand Messaging Matters: Identifying Your Target Audience

When it comes to creating a strong brand and visual identity, one of the key components is defining your target audience. Knowing who your audience is can help you craft a brand voice description that resonates with them, identify the right talking points, and develop a brand strategy that aligns with their needs and preferences.

Why it’s important to know your target audience

Defining your target audience is essential for creating effective brand messaging that resonates with your customers. Without a clear understanding of who you are speaking to, it’s challenging to craft a message that will appeal to them.

Knowing your target audience helps you tailor your brand messaging to their preferences, needs, and pain points. It enables you to develop a brand voice description that speaks directly to them and to identify the right talking points that will get their attention.

How to define your target audience

When defining your target audience, it’s essential to consider demographics, psychographics, and behaviors. Demographics include age, gender, income, education level, and location. Psychographics include personality, values, attitudes, interests, and lifestyles. Behaviors include purchasing habits, media consumption, and other relevant behaviors.

To define your target audience, start by analyzing your existing customer base. Look for patterns and similarities among your customers. You can also conduct surveys or focus groups to gather more information about your target audience and actual customer’s needs and preferences.

Once you have a clear understanding of your target audience, develop a brand strategy that aligns with their preferences and needs. Your brand messaging should speak directly to your target audience, using a brand voice description that resonates with them. The right talking points will help you connect with your audience and differentiate your brand from the competition.

Examples of successful target audience definitions

Here are some examples of successful target audience definitions:

  1. Nike: Nike’s target audience is athletes and fitness enthusiasts who value high-performance gear and a winning mindset.
  2. Apple: Apple’s target audience is creative professionals and tech-savvy individuals who appreciate innovative design and user-friendly technology.
  3. Coca-Cola: Coca-Cola’s target audience is people who value happiness, positivity, and social connections.

Defining your target audience is a critical component of developing a strong brand messaging framework. By understanding who your audience is and what they care about, you can craft a brand voice description that resonates with them, identify the right talking points, and develop a brand strategy that aligns with their preferences and needs. Taking the time to define your target audience is an investment in the success of your brand.

Crafting Your Brand Strategy

Brand messaging is a key component of any successful marketing strategy. A well-crafted brand story can help your business stand out in a crowded marketplace and connect with your target audience.

But how do you create a brand story that resonates with your audience and aligns with your brand messaging framework? In this post, we’ll cover the components of a brand story, how to create a brand story that resonates with your audience, and examples of successful brand stories.

The Components of a Brand Story in a Brand Messaging Framework

A brand story is more than just a narrative about your business. It’s a way to communicate your brand messaging, personality, and positioning statement in a way that resonates with your audience. Here are the components of a brand story:

Brand messaging:

Your brand messaging is the foundation of your brand story. It’s the value proposition that sets you apart from the competition and communicates the benefits of your product or service.

Brand personality:

Your brand personality is the set of human characteristics that are associated with your brand. It’s the emotional connection that your audience has with your brand.

Brand positioning statement:

Your brand positioning statement is a concise statement that summarizes key points of your brand messaging and value proposition. It’s a way to differentiate your brand from the competition and communicate your unique selling proposition.

Brand identity:

Your brand identity is the visual and written representation of your brand. It includes your logo, color scheme, typography, and other visual elements.

Looking for more information about what brand identity can really do for you? Watch our YouTube video linked below!

How to Create a Brand Story That Resonates With Your Audience

Creating a brand story that resonates with your audience starts with a solid understanding of your target audience. Who are they? What are their pain points? What motivates them to make a purchase? Once you’ve identified your target audience, you can craft a brand story that speaks directly to their needs and desires.

Here are some tips for creating content with a brand story that resonates with your audience:

Use emotional storytelling:

Your brand story should connect with your audience on an emotional level. Use storytelling to create a narrative that resonates with your audience and elicits an emotional response.

Be authentic:

Your brand story should be authentic and true to your brand messaging and personality. Don’t try to be something you’re not.

Use your brand personality:

Your brand personality should shine through in your brand story. Use your brand personality to create a connection with your audience.

Use a consistent brand voice:

Your brand voice should be consistent across all channels and touchpoints. This includes your sales team, website, social media, advertising, press releases and other marketing materials.

Examples of Successful Brand Stories

Some brands have been successful in crafting brand stories that resonate with their audience. Here are a few examples:

Nike: Nike’s brand story is all about inspiring athletes to reach their full potential. Their “Just Do It” campaign is a perfect example of their brand messaging in action.

Apple: Apple’s brand story is all about innovation and design. Their brand personality is sleek, modern, and minimalist, and this is reflected in their product design and their marketing campaigns.

Coca-Cola: Coca-Cola’s brand story is all about happiness and togetherness. Their brand messaging is focused on creating moments of happiness and sharing them with others.

Crafting a brand story that resonates with your audience is an important component of your brand messaging framework. By understanding your target audience and using emotional storytelling, authenticity, and consistency in your brand voice, you can create a brand story that sets your business apart from the competition and connects with your audience on an emotional level.

Crafting Messaging Hierarchies in Your Brand Messaging Framework

A messaging hierarchy is a way to prioritize your brand messaging based on the target audience and the channels you’re using to communicate your message. It’s a framework that helps ensure your messaging is consistent and effective across all touchpoints.

How to create a messaging hierarchy for different audiences and channels

To create a messaging hierarchy, start with your brand messaging framework. Your brand messaging framework should include your brand’s mission statement, brand personality, brand positioning statement, and key selling points.

Once you have your brand messaging framework in place, you can start to prioritize your messaging based on the different audiences and channels you’ll be targeting. This involves creating messaging that is tailored to the specific needs, pain points, and interests of each audience, while still maintaining a consistent brand voice and message.

When creating your messaging hierarchy, consider the different stages of the customer journey and the touchpoints where you’ll be communicating with your audience. For example, your messaging for a lead generation campaign may be different from your messaging for a loyalty campaign. Your messaging for social media may be different from your messaging for email marketing.

Examples of successful messaging hierarchies

One example of a successful messaging hierarchy is the “Just Do It” campaign by Nike. Nike’s brand messaging framework includes messaging pillars: a mission statement that focuses on inspiring and innovating, a brand personality that is authentic, bold, and competitive, and a brand positioning statement that emphasizes performance and the power of sport.

Nike’s messaging hierarchy is tailored to different audiences and channels. For example, their messaging for social media emphasizes the emotional benefits of exercise and the feeling of accomplishment that comes with reaching your fitness goals. Their messaging for their website emphasizes the technical features and performance benefits of their products.

Another example of a successful messaging hierarchy is the “Think Different” campaign by Apple. Apple’s brand messaging framework includes a company mission statement that emphasizes innovation and design, a brand personality that is creative and simple, and a brand positioning statement that positions Apple as a disruptor in the tech industry.

Apple’s messaging hierarchy is tailored to different audiences and channels. For example, their messaging for television commercials emphasizes the emotional benefits of owning an Apple product, such as being part of a community of creative individuals. Their messaging for their website emphasizes the technical features and capabilities of their various products or services.

Final Notes on The Ideal Brand Messaging Framework

In today’s competitive business landscape, having a strong brand messaging framework is essential for success. By crafting a clear and compelling message that resonates with your target audience, you can set your brand apart from the competition and drive meaningful engagement with your customers.

Throughout this blog, we’ve covered a range of topics related to developing an effective brand messaging framework. We’ve discussed the importance of identifying your unique selling proposition (USP), defining your target audience, creating a brand story that resonates, and developing a full messaging template and hierarchy for different channels and target audiences. We’ve also explored the key components of a brand messaging framework, including your brand positioning statement, core messaging, brand voice description, and talking points.

But developing a strong brand messaging framework is not a one-time event. It’s an ongoing process that requires regular revisiting and updating. As your company evolves and your target customers’ needs change, your messaging framework should adapt accordingly. This is why it’s essential to have a full content creation strategy in place that enables you to stay on top of trends and adapt your messaging accordingly.

Ultimately, the success of your brand and sales teams hinges on your ability to effectively communicate your company values and brand pillars to your target customer. By crafting a message that resonates with your audience, you can build a loyal customer base and drive meaningful engagement with your brand.

So, as you move forward with developing your brand messaging strategy, remember to keep your target customer in mind, regularly revisit and update your brand messaging document and framework, and stay aligned with your company’s mission statement and values. By doing so, you’ll be well on your way to developing a powerful brand messaging framework that drives results for your business.