How many times have marketers been given the advice to “be authentic”? Authenticity is a buzzword that seems to pop up in every strategy meeting or branding discussion. In fact, we’re constantly being told that authenticity is crucial, but what exactly does it mean, and why is it so important in our marketing efforts? It […]
From Hype to Heart: Mastering Authenticity In Marketing Read More »
To be competitive, companies of all sizes invest in external public relations to build brand reputation, establish thought leadership, and engage with potential customers. However, the importance of internal PR initiatives is often overlooked. The reality is that internal PR should be a component of any company foundation, as it plays a key role in
Why PR Is Essential For Internal Teams Too Read More »
Last week, Carabiner CEO Peter Baron and I were given a glimpse into the future of building technology at the 2023 AEC Shadow Summit in Atlanta—hosted by Shadow Partners and its founder KP Reddy. During the two-day event, we participated in more than 15 informative sessions and met with dozens of thought leaders in the
AEC Shadow Summit: Advancing the Science of Building Technology Read More »
It’s nearly Halloween, so we’re setting the stage for some major chills in the form of marketing and PR nightmares. Warning: They could happen to you if you’re not properly prepared (cue the lightning flashes and creepy Vincent Price laugh). Seriously, there are many marketing and PR ghost stories to tell—some based on our own
6 Marketing Nightmares (And How to Avoid Them) Read More »
While blogging is an important part of any successful online marketing strategy, writing blog posts is a task many marketers dread. The average blog post takes about four hours to write, and because new blog content is required regularly for driving website traffic, it’s also a job that’s never finished as there is always another
6 Ways to Enhance Your Blog Content Read More »
Even the most engaging marketing content can fail to achieve its goals if it isn’t clear about what it wants the audience to do next. For instance, does your content encourage the prospect to watch a video, download a free white paper, or make a phone call to interact with a salesperson? If not, then
How to Create Effective CTAs Read More »
A buyer persona is a representation of your ideal customer based on market research and gathered data on existing customers. When done properly, it can help your B2B to better understand its audience—including its needs, motivations, and buying hesitancies. Knowing these factors helps marketers to create tailored and more compelling marketing content and campaigns. In
Inform Your Marketing Programs With Buyer Personas Read More »
With social media now a firmly established tool in the marketing arsenal, most B2B marketers dedicate a solid amount of time to posting to at least one platform, if not more than one. But do you ever wonder if your social activities are worth all the time and effort? Sure, your audience is on social,
5 Ways to Wake Up Sleepy Social Media Efforts Read More »
When it comes to understanding your market, research is vital. While you may have some pretty solid assumptions about who your target audience is and what they care about, research can confirm it so that you aren’t just going with your gut. Additionally, market research can provide new insights that can help you to build
Should Your Business Be Utilizing Market Research? Read More »
For the most part, the answer is “yes.” When your product or company receives such recognition, it means that an objective third party has vetted and chosen it, positively impacting your brand image. Awards have the following advantages: Increase visibility through media coverage and social posts announcing the win Boost credibility and establish trust so
Are Awards Submissions Worth It? Read More »
