We do B2B branding, positioning & strategy
The best B2B tech marketing comes from brands that know exactly who they are and who they’re for.
We like to capture all of this in what we call your Galvanizing Story—the red thread that unites everything you do and say. It starts with the change in the world that makes your prospects have to reconsider the status quo. And it builds from there.
Without a Galvanizing Story, your marketing tactics are stuck in their separate swim lanes.
With one, everything works together and performs better—from demand gen and content programs to your website, performance marketing, analyst relations, investor relations… everything.
Our positioning, branding and strategy work then helps B2B tech companies answer three questions, from the buyer’s perspective:
Who the hell are you?
Why should I care?
Why should I believe you?
We wrote about this in The Holy Trinity of B2B Marketing, if you’d like to hear why we think of it this way.
Content marketing strategy isn’t rocket science
All it takes is some hard work (B2B tech experience helps too).
To figure out who your ideal prospects are.
Not just the demographics but the psychographics too.
To identify what they care most about.
What they’re hungry to know right now.
To spot gaps in the competitive content landscape.
So your stuff stands out.
To discover your content sweet spot.
Where you’ve earned real authority and credibility.
To find the heart inside your brand.
Because the best brands make people feel something.
Once you’ve nailed this, it’s a lot easier to come up with the themes, topics and tactics most likely to resonate with your prospects.
Bringing everyone along.
The next big challenge is stakeholder alignment: getting all your stakeholders (even that bolshy head of sales) agreeing on the fundamental things—from ideal prospects to voice and attitude. This is huge—so big we wrote a slidey, scrolly, interactive piece all about it (and give talks on it around the world) (well, Cleveland, London and Boston).
You need a content playbook
A content playbook is where you capture your entire strategy and the way you’re taking your stories to market.
Whether you’re new to this content thing or in your seventh year, a Content Playbook is more than a snapshot of where you are and where you’re going. It’s more like GPS for content teams.