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B2B Product Messaging Checklist
Product messaging to B2B audiences is challenging. Marketers need to convey complex messages in simple but compelling terms. Here are five recommendations that will help you in the initial stages of message development, when decisions about message content, benefits and value propositions are made.
Read MoreUsing research for content marketing
A recent Content Marketing Institute study found that 44% of B2B marketers use research reports in their content marketing strategy. Isurus regularly conducts custom studies to provide data for content marketing initiatives; the sponsoring client leverages the results to create reports, webinars, infographics, whitepapers, microsites, and a range of social and email marketing to promote and share the content.
Read MoreBuilding the corporate brand
A new book “The People Powered Brand: A Blueprint for B2B Brand and Culture” makes a compelling case that the oft-neglected B2B corporate brand is actually of greater importance than product brands and that more companies should treat the corporate brand as a valuable asset.
Read MoreFinding the right amount of edgy for B2B advertising
A tension exists between most marketers and their advertising agencies. Agencies want to push the envelope as far as they can to create advertising that cuts through the clutter and engages the audience. Marketers—especially B2B marketers—tend to be conservative and worry that edgy advertising will alienate customers and prospects. Who’s right? Research conducted by Jonah Berger of the Wharton School and Zoey Chen of the University of Miami indicates that both may be.
Read MoreMarketing to the evolving IT organization
Two recent articles in CIO Magazine feature companies (Yum Restaurants, Quintiles Transnational) in which IT departments are taking on new roles in order to more effectively serve their organizations. With a focus on what’s new and noteworthy, these articles profile departments that are leading their peers in reorganizing and redefining how they provide value. Such a shift has important implications for the value propositions, messages, and creative aimed at this audience.
Read MoreFinding the right message for B2B decision makers
New research from McKinsey & Company reveals a gap between the messaging themes that B2B companies communicate and the attributes most valued by B2B buyers. While most B2B companies emphasis themes like corporate social responsibility, sustainability, and global reach their target audience is most influenced by messages about honest and open dialogue, responsible supply chain management, and specialist expertise. In addition to this gap, the research also shows a lack of differentiation among B2B brand messages: Most B2B companies are communicating the same themes.
Read MoreHumanized brands still need to be relevant and focused
Many marketers these days are focused on the importance of “humanizing” the brand in order to be more authentic and engage more deeply with customers. A lot of the discussion on this topic focuses on the opportunities (especially through social media) to showcase the real people behind a brand and engage consumers in two-way conversations.
Read MoreRelevant messaging in a changing IT outsourcing landscape
IT organizations are becoming more mature users of outsourced services and delivery models. Isurus’ research across multiple technology categories shows a shift in how IT evaluates outsourcing options and its use of various models (offshore vs. domestic, in-house vs. outsourced, on-premise vs. offsite hosting, etc.), and these trends are also evident in research conducted by CIO Magazine, Forrester, and others.
Read MoreOne from the archives: 7 Communication tips from the B2B trenches
Based on research with business decision makers we’ve developed broad recommendations for B2B marketers aiming to overcome these challenges. Although each company and sector faces a unique set of communications challenges, the following seven themes apply in some degree to any company–including yours.
Read MoreWords matter. Exhibit A: The “fiscal cliff”
Most readers of this blog need no convincing when it comes to the importance of the words we use to name and describe products, companies, and issues. We spend significant hours and budgets thinking about the most compelling, resonant language with which to describe our offerings.
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