Featured Message Testing

B2B Marketing Strategy: What’s a Real Differentiator? – B2B Marketing Article

A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by. Tech Needs Better Differentiators Here are a few ways technology companies tend to target the commonplace when they should be highlighting the unique. Multi-Cloud Is Not a Differentiator Sure, “multi-cloud” used to mean something special. When AWS was the only game in town, Azure was struggling to get recognized, and GCP was still on…

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A Cautionary Tale of Marketing Buzzwords – B2B Marketing Article

Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do?  If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Stop Recycling Buzzy Taglines- Just Throw Them Out Unfortunately, B2B tech marketing has a tendency to go for fluff over substance. And marketers keep relying on the buzzwords that annoy and confuse customers…

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B2B Messaging: It’s Harder Than B2C – B2B Marketing Article

Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical. These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights. B2B Buying Happens By Committee With B2C sales, a marketer…

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