While most technology companies don’t have the large marketing departments associated with consumer brands (for whom positioning is a fundamental element of product branding and promotion), positioning is as vital to effective B2B communications with engineers, scientists, and technical customers as it is for the household names targeting end customers. Much has been written about […]
The Power Of Product Positioning Read More »
Scientific marketers often have a harder challenge than their peers in reaching their target audience, many of whom spend significant times in the lab. The COVID-19 crisis, while devastating, provides some unique opportunities to reach these people, while they are working from home and sitting on computers. There is currently a unique opportunity for marketers
Marketing Personas. Why Do We Need Them? And How To Develop Them Read More »
This Customer Panel is focused on brand perception; how scientists see different brands, what drives positive and negative brand perception and to what extent that perception influences the sale. …
A Look Behind the Curtain — What Do Your Customers and Prospects Really Think About You Read More »
When the C-suite turns their attention to you and asks, “Is our marketing working?”, do you have a satisfying answer? You will if you have a proper marketing operations framework that is poised to generate the data-driven answers your executives hunger for. …
4 Things You’re Missing When It Comes to Linking Revenue to Marketing Spends Read More »
The lines are blurring between marketing, branding and strategy. What is working today to provide better results for your customers, for your company, for your department and for your career? …
6 Things You’re Doing Wrong with your Marketing Strategy Read More »
