The MarTech Digest
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Bypass Branding No More: Why It Matters More than Ever For Today's Customer-Centric B2B Marketer - Forrester

Bypass Branding No More: Why It Matters More than Ever For Today's Customer-Centric B2B Marketer - Forrester | The MarTech Digest | Scoop.it
That's because today’s digital-first B2B buyers act more like consumers than their old-school analog forbears could ever imagine. They start the research process for a six-figure purchase with a Google search. They don’t want to talk to your sales reps while they learn about your markets. And they expect their experience with your brand to be as slick and sophisticated as anything that Apple offers. Fall short on that last dimension, and you may never make the shortlist — even if your products or services crush the competition.

CYDigital/marteq.io's insight:

Tread carefully, given the era of attribution.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Rebranding Strategy Guide | Branding Strategy Insider

Rebranding Strategy Guide | Branding Strategy Insider | The MarTech Digest | Scoop.it
Rebranding is one of the most difficult brand strategies to pull off successfully. Many try, many fail. To help marketers better understand when a rebrand is prudent, we asked the Branding Strategy Insider team to share their views.
CYDigital/marteq.io's insight:

Action item: If this is on the agenda, then you'll want to click through for some guidance.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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5 Ways To Generate Website Domain Name Ideas - SEMrush

5 Ways To Generate Website Domain Name Ideas - SEMrush | The MarTech Digest | Scoop.it
Deleted Domains via Name.com

Expired Domains via Name.com

What You Are Plus +

SEMrush Domain Competitor Keyword Ideas

Short, Simple, Build a Brand
CYDigital/marteq.io's insight:

Unique approaches.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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It's Time For B2B Brand Equity To Step Out Of The Shadows  - Forrester

It's Time For B2B Brand Equity To Step Out Of The Shadows  - Forrester | The MarTech Digest | Scoop.it
25% of B2B CMOs consider Brand Awareness an important marketing metric; only 15% believe Brand Equity is important.

Brand Equity Is Crucial: Metrics such as awareness and consideration are static “weather reports.” They do not address the core worth of the brand asset. To measure and manage brands for dynamic brand building, firms must focus on brand equity.

Equity Is Experiential And Emotional: The worth of a brand derives both from its fulfillment of its brand promises and from the emotional resonance it strikes. Measuring equity requires a framework that encompasses functional as well as emotional attributes.

B2B CMOs Can Measure And Track B2B Equity: Tailor B2B brand equity assessment models to incorporate greater complexity in decision-making and a different set of emotional attributes than for B2C brands. Uniquely customized frameworks can help B2B CMOs estimate and track their brand’s equity.
CYDigital/marteq.io's insight:

After all attribution is in place, and you're exceeding all metrics, and you've exploited all social media channels, and you have your CX plans locked in and working to perfection, ONLY THEN should you address brand equity.

 

MarTech is the New Black. Get fashionable. Contact us to see how. #MarTech #DigitalMarketing

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Why Marketing Needs To Promote The Product, Not The Promise - Forbes

Why Marketing Needs To Promote The Product, Not The Promise - Forbes | The MarTech Digest | Scoop.it
So what’s a marketer to do?

Productize your brand story. Be proud of the specific thing the product does well, and stay true to it. Then layer on the motional hook as the payoff, not the driver.

Show them what the product does. People want to be told, not sold, and they believe what they can experience. So give them a tangible experience of what the product can do for them.

Get straight to the point. Shortening attention spans mean you have to seize the moment. Present the purest essence of the product and its emotional payoff, and you’ll make the most of a fleeting opportunity.
CYDigital/marteq.io's insight:

Lead by millennials!   A significant departure from the norm.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Your Six-Step Road Map to Rebranding [Infographic] - Profs

Your Six-Step Road Map to Rebranding [Infographic] - Profs | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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B2Bs Buckle Down On Branding - CMO.com

B2Bs Buckle Down On Branding - CMO.com | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

In light of the MarTech tsunami and the forthcoming ownership of the Customer Journey, I don't know how the anyone-but-the-monolith B2B CMO can properly manage this.

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Ecommerce: How parent brands can reduce user friction and anxiety | MarketingExperiments

Ecommerce: How parent brands can reduce user friction and anxiety | MarketingExperiments | The MarTech Digest | Scoop.it

 

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CYDigital/marteq.io's insight:

The brand halo effect. This is not a new concept.

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Three Scientifically Proven Tests to Select a Name That Works - Profs

Three Scientifically Proven Tests to Select a Name That Works - Profs | The MarTech Digest | Scoop.it

Digest...


Here are three simple tests to select a name that works.

1. Is your name easy to say?

Forget Greek, forget Latin, forget inventing new words. The very first (and most important!) test comes down to fluency: Is your name easy to say?

 

2. Does your name clearly describe who you are or what you do?

If you have to explain, translate, unpack, justify, or do anything else other than just say your name, something's gone wrong. Your name should be screamingly obvious. Again, clarity trumps creativity... and absolutely murders clever.

 

3. Is your name about them or you?

You know who "them" are, right? "Them" are your prospects, your customers, your audience. Like everything in marketing, your name should be about "them," not about "you." To be effective, your name should be about the people you're trying to reach. Your name should address their problems, their fears, their solutions, and their hopes. It should hint at the hell from which you'll deliver them and the heaven to which you'll save them.

 

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CYDigital/marteq.io's insight:

A post for SMBs. So simple...so difficult.

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Infographic: Digital media can help increase frequency of purchase by 11% - The Drum

Infographic: Digital media can help increase frequency of purchase by 11% - The Drum | The MarTech Digest | Scoop.it

 

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CYDigital/marteq.io's insight:

Click to expand.

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12 Ways to Build Brand Advocates - Infographic.com

12 Ways to Build Brand Advocates - Infographic.com | The MarTech Digest | Scoop.it

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A Lesson for B-to-B From Consumer Marketing: Brand Does Matter - Ad Age

A Lesson for B-to-B From Consumer Marketing: Brand Does Matter - Ad Age | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Brand should matter to b-to-b organizations. Aligning a b-to-b organization around one story and expressing it in a consistent manner throughout every touch point is key to generating more business.

 

1. Brands should not only align around a core purpose, but also demonstrate their impact in a manner that a consumer (meaning anyone) finds tangible.

2. Bring consumers into the business process, most notably R&D and innovation.

3. Get consumers (who work at the companies b-to-b marketers are selling to) to help you generate business demand.

4. Use design and brand thinking to clarify your portfolio.

 

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CYDigital/marteq.io's insight:

Brands should matter, but we're in the age of the measurable, and I find it hard to justify expenditures above and beyond that which verifiably drives revenue.

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The ABCs of Personal Branding [Infographic] - HubSpot | #TheMarketingTechAlert

The ABCs of Personal Branding [Infographic] - HubSpot | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Looking for your next gig? Here are the key elements of a solid personal brand.


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CYDigital/marteq.io's insight:

Because no one is permanent.

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Ximena Adamo's curator insight, July 9, 2014 9:17 AM

Make sure you know your ABC's.

Amber McGuirk's curator insight, September 23, 2014 10:20 PM

As a PR student, I'm going to have to brand myself in order to get what I want out of my career, even though we haven't covered it in class, I feel like this is helpful to keep in mind for myself and future clients

Amol Singh's curator insight, October 2, 2014 10:58 PM

basics of branding  of explained  creatively

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Branding Strategy Insider | 7 Ways To Build A B2B Brand Advantage | #TheMarketingAutomationAlert

Branding Strategy Insider | 7 Ways To Build A B2B Brand Advantage | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
We tend to put the onus for likeability on B2C brands, but while B2B brands may work to different dynamics and different decision trees, people still want to do business with people they like spending time with.


Intermediate/ Digest...


Here are 7 ways your B2B brand can increase other businesses’ inclination to work with you.

 

1. Build your authority – the fastest way to de-risk the decision to go with you is to show that you are a wise choice. Do that through story and demonstration not hype and hope.

 

2. Be uplifting – genuine energy is hugely infectious. People want to do business with brands that are passionate about what they do and the difference they can make.

 

3. Problem solve – it’s not about what you offer, it’s all about what they need.

 

4. Have real personalityStand apart by presenting yourselves in a colorful and savvy way – in your actions and in your marketing.

 

5. Listen carefully – monitor the market, provide input, shape debate, engage with others and take onboard what you get back. Then share the insights you’ve gathered generously.

 

6. Start relationships early – expressing an interest in doing business with another brand and then exhibiting the patience to wait till a slot becomes available shows planning and discipline.

 

7. Open doors – making introductions that display no self interest reinforces trust and helps businesses perceive your brand as connected and enabling. You are part of the solution, despite the fact that you didn’t actually contribute directly in addressing the issue.

 

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CYDigital/marteq.io's insight:

Build Thought Leadership...real thought leadership. Deliver incredible value through your content, and be seen as the intellectual, practical, and steeped-in-experience leader.

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:16 AM

Use a effective brand strategy to build a brand advantage in B2B market. Here are the 7 tips. @Ashleigh Ali

John Norman's curator insight, January 7, 2015 6:31 PM

The lesson continues on how to improve our business or personal branding. The advice is mostly generic but still very sound

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Marketing's Mission: Make it Meaningfully Different - HBR | #TheMarketingAutomationAlert

Marketing's Mission: Make it Meaningfully Different - HBR | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Condensed...


People have always been attracted to brands with meaning, whether their experience of that meaning is tangible and functional or more of an emotional nature. Meaning drives volume; brands that stand for something meaningful and different in customers’ minds can generate five times more purchases than less meaningful brands.

 

But marketing plays a broader role in shaping a brand. It does not just manage to get a brand into a customer’s consideration set; it powerfully influences which aspects of that brand the customer notices and experiences. Good marketing helps ensure that brands are meaningful, different, and salient.

 

By working in ways like these to make a brand more meaningful, different, and salient, Marketing drives the positive consumer behaviors that yield financial value growth. Our analysis of the annual reports for 49 corporate brands found that the strongest brands returned an average of 31 percent more operating profit as a proportion of revenues than those that lacked meaningful differentiation. Additional analysis looked at changes in value market share over time and found that meaningful, different, and salient brands are also four times more likely to grow.

 

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CYDigital/marteq.io's insight:

For the B2B marketer, the question is "How?"


The answer is easy: content drives perception.


What you communicate, and how you communicate it, drives the perception. Assuming your personas are defined correctly and your messaging resonates with those personas, then your content, from web site copy to offers to blogs/webinars/infographics to your emails (outbound to nurturing) all shape the perception.


Drive that correctly, and the brand will be built.

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Rethinking Digital Age Marketing Strategy - Branding Strategy Insider

Rethinking Digital Age Marketing Strategy - Branding Strategy Insider | The MarTech Digest | Scoop.it
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too.


Digest...


Marketing strategy is particularly difficult because the rules have changed. A generation ago, brands mostly strove to create buzz and “drive awareness,” now they need to build compelling experiences that keep consumers engaged.

 

However, the old tasks have not gone away. We still need to run TV ads and in-store promotions, man conference booths and hand out brochures, but now on top of that we have a whole new world of algorithms, apps and devices to master. To meet the new challenges, we need a new strategic approach, a new mindset and new organizations.

 

The above chart shows the three core brand objectives aligned with six tactical strategies. Mere platitudes and a “one size fits all” approach will not do, so once we’ve identified a particular area of need, we want to focus on building an approach designed for that specific task, rather than chasing the latest fad.

CYDigital/marteq.io's insight:

There's some applicability to B2B marketing, so there's value when clicking through to read the details to this thoughtful approach. It may be a bit too theoretical, and we're not entirely sure that it had fully embraced the "digital" aspects of what will exist tomorrow.


  • See the article at www.brandingstrategyinsider.com
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Hsin-Ju Tsai's curator insight, October 1, 2014 7:26 AM

In this digital age, traditional branding strategy may not effective to be executed. This article is showing the new brand strategy, three core brand objectives with six tactical strategies. @Ashleigh Ali

 

Matthew Alipour's curator insight, October 2, 2014 1:55 AM

A big question is how can we increase the size of the end of the funnel?

Katia Giovaneli Vatneberg's curator insight, October 28, 2014 4:56 AM

Time to rethink!

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Infographic: What makes customers stay loyal?

Infographic: What makes customers stay loyal? | The MarTech Digest | Scoop.it
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