The world of B2B is stereotypically based on an overload of reason and logic, almost to a fault. The stereotype comes from a good place – orders made to scale cannot afford to be wrong. Companies are spending more money, they are trying to find long-term supply chain partners, and the purchases have larger customer…Read More
You Make Our Life a Living Hell No offense, I love being tricked into thinking a Twinkie will make my day better, or that breakfast at Taco Bell really is a good decision, but you still get to live in a carefree life of old school advertising. Simply tell enough people and somebody will respond.…Read More
Our #CMWorld day one is done. And, these two first-timers are energized by the networking, excited to leverage what we’ve learned, and, okay, maybe just a little tired. Here’s what’s caught Corey and Kate’s attention in Cleveland. First, content marketers as a whole are working more from assumptions than fact. Consider: 57 percent…Read More
The Olympics Inspire B2B Excellence The Olympics has become one of the most anticipated events throughout the globe. You may even have favorite athletes or events that you always enjoy watching. With such stories of triumph, unity, and humanity the Olympic brand is personal and inspirational. From watching some of the games with my family,…Read More
B2B Buyers Seek Personalization Efforts It is no secret that personalization is essential when marketing to B2C buyers. In fact, according to a recent article, 80% of marketers believe personalized content is more effective. So then why is there a lack of personalization within B2B marketing? This is something that those in highly personal…Read More
Lessons Learned from the 2016 ISC West Show As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for…Read More
Part Two: 5 Design Trends from IBS 2016 Every year, the International Builders’ Show (IBS) is the best place for marketers to keep a finger on the pulse of where the building products industry is going. The ER Marketing team and I attended this year, and we were able to learn everything from the…Read More
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