What we think.

Fresh perspectives and musings from Marjoram

How to Successfully Reframe Your B2B Brand Marketing 

Stop Refreshing and Start Reframing Complex B2B brands often reach a perplexing point of stasis. They know something isn’t working with their marketing…but what, exactly? Is their message just not cutting through marketplace noise—or worse, is it nonexistent? Either way, they’re aware the impression they’re making on potential customers isn’t reflective of the real brand. Lacking a…


Create Killer B2B Product Marketing Campaigns in 5 Steps 

An effective B2B product marketing campaign drives sales. It’s as simple as that. Many B2B brands, however, have difficulty producing campaigns efficiently or effectively because B2B product marketers face myriad challenges. From poorly calibrated brand guidelines to product messaging too-heavily influenced by technical language, there are multiple issues to address before you can conquer the…


How to Bridge the Messaging Chasm Between Brand and Product

Bridging the Gap between Product and Brand

Brand messaging is hard to maintain in large, complex B2B environments. And it’s not particularly hard to understand why.  Each product, division, or sub-brand has its own unique marketing challenges and needs. And each requires its own tailored communication approach. Fitting these varying messaging strategies under the umbrella of the overarching brand — which has…


5 Steps to Modernize Your B2B Website’s Product Catalogs

With few exceptions, printed B2B product catalogs have gone the way of the rotary phone and floppy disk — all relics of the past.  The product catalog is just one of many B2B industrial and ingredient brand marketing elements that must make the digital shift. When industrial companies are in the early stages of adopting a…


Marketing Clarity for Complex B2B Brands

What do you make (possible)?

Marjoram Manifesto

We see the piece that makes the whole better. We know how to help your customers see it, too. We help B2B industrial and ingredient brands step out of the shadows and into the spotlight, into the place where they tell relevant stories about what they make possible. Does Tide list a bunch of chemical…


Is Your Corporate B2B Website Homepage Doing Its Job?

Your Website Should Welcome

Is your industrial or ingredient B2B brand homepage doing its job? Learn how to improve your corporate website homepage to connect with users.


The Agency Dating Game: Finding Your Ideal B2B Marketing Agency Partner  

B2B marketing teams are stretched thin. Learn how to find supplemental help in an ideal marketing agency partner for your industrial or ingredient brand.


Don’t Burn Down Your B2B Corporate Website Yet

Set the Stage for an Impactful Refresh of Your Industrial or Ingredient Brand Site  Your corporate website is your flagship digital marketing instrument. Are you using it to its full potential?  Too few B2B industrial and ingredient brands take sufficient advantage of the substantial digital marketing capabilities their websites offer. Your site should actively help…


Why You Should Embrace a More Consultative Approach to B2B Marketing 

In a highly competitive marketplace, companies providing industrial and ingredient B2B solutions must focus on delivering value your competitors can’t. Brands that adopt a more consultative approach — establishing themselves as expert providers of solutions, rather than just makers of products — stand a better chance of creating more meaningful, lasting and profitable customer relationships. …


Overcome Corporate Website Constraints to Market Effectively 

Overcome Corporate Website Constraints to Market Effectively

Does your corporate website help you market your product solutions? For many B2B marketers, or at least those willing to offer an honest opinion, the answer is often a firm “no.” A corporate website serves a number of purposes for ingredient and industrial brands in the B2B sector. The site unifies numerous divisions, products and…


Fresh Perspectives

A newsletter we send every other Friday to share our ramblings, perspectives, thoughts, and rants on all things B2B branding, messaging and marketing.

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