How do I make a transformative difference rather than simply an incremental gain?Stop, drop & scroll
Better understand and connect with today’s business buyers.
Knowing how to create a transformative b2b marketing strategy requires a deeper connection with your audience. When you understand what truly drives their purchase process, you can connect emotionally, creatively and personally with buyers—defining the brand strategy around what they value most and perceive to be different. You can create unique brand experiences at key touch points in their purchase process. And you can ultimately build greater brand involvement and advocacy through digital communities, social channels and professional networks.
create a disruptive brand
Disruptive b2b brands systematically challenge the conventional beliefs and patterns of customer buying behavior to generate innovative market approaches. These new approaches are based on what the buyers value most when they buy; what their unique world view is; what their aspirations are; and how they perceive a b2b brand can deliver on their vision in a powerful and distinctive way. The goal is to encourage buyers to perceive the brand as a unique choice that fits their personal point of view and aspirations.
Break down the silos between sales and marketing by understanding what customers really buy
Uncovering insights into your buyers’ worldview is a solid start. Having both sales and marketing teams deliver the brand in the same way across all touch points of the purchase/repurchase process is key. External messages are integrated to strategically communicate your unique value. Internal processes seamlessly deliver this value. This cohesive and unified approach to brand delivery across the entire organization will always produce a positive perception of both customer service and product quality.
Take marketing to the next level
Seize the opportunity to create a powerful digital platform that brings new meaning and life to your brand and forms a true integration hub for your marketing strategy. A robust platform provides your audience with utility, turning brand messages into digital interactions and generating dialogue and brand stories that can be spread via other media. Most importantly, a digital platform embodies the brand—demonstrating the core attributes that relate to the users’ most valued purchase criteria.
Find and establish new, uncontested market space where you don’t compete as a commodity.
One way to stand out against the competition is not to compete in the first place. Position yourself as a category all your own; a unique solution to your buyers’ perceptions of how their world should or could be. A one-of-a-kind, what-if-we-do-it-better, blue ocean alternative to all those generic choices constantly slugging it out for market share. Then support your unique category with engaging, compelling and valuable thought leadership content that helps your customers and prospects do their jobs better.
Our full–circle approach
Every agency has a process. Ours just happens to put our clients' customers and prospects smack-dab at the center of everything we do. That's because we believe it's their perceptions, their buying criteria, and their emotional drivers that should be at the heart of truly transformative business brands.
- Define >
- Integrate >
- Culturalize >
- Measure >
We talk to customers and prospects and management and stakeholders—anyone who can help us to understand how our client's brand delivers on the target audiences' most important buying criteria versus other competitive brand choices.
Using a super-secret positioning process based on statistical analysis and a little marketing juju, we turn key research insights into a clear, concise and sustainable brand position for our clients that will resonate strongly with audiences and be uniquely differentiated from all competitors.
We create a compelling buying concept for our clients and leverage it across paid, owned and earned media via creative ideas that are steeped in brand strategy yet strike an emotional chord with today's business buyers.
Wouldn't it be great if the entire organization—yes, every single employee—delivered the brand in a way that matches buyer expectations? Here's where we introduce internal marketing tools and techniques to weave the brand into the fabric of our client's internal culture.
Never have metrics mattered so much to marketers. We tailor benchmarking and program analytics to our clients' unique requirements. In fact, we have a dedicated analytics team whose sole focus is asking the right questions…and putting the tools in place to get the right answers.