What we think.

Fresh perspectives and musings from Marjoram

How to Win Internal Approval for Your B2B Product Messaging Campaigns

B2B Product Messaging Campaign Approval

Imagine that feeling in the pit of your stomach when a pitch you’ve sunk considerable time and resources into has just crashed and burned. Maybe you don’t have to imagine. If you’ve been a part of a marketing pitch gone wrong, you remember the experience viscerally.  The reason a lot of product marketing strategies fail…

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Why Your B2B Product Messaging Must Lead with Benefits Over Features 

Good marketing simply meets the customer where they are. But great marketing brings with it a compelling argument that helps your product stand out from the rest.  A product feature list, no matter how nicely presented, just doesn’t cut it.  Bottom line: It’s the story that sells. You can make the most technically sound product…

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Room for Interpretation? How Flexibility in Brand Guidelines Helps Product Messaging

Brand Flexibility

Brand guidelines are created for a reason. A few very good reasons, actually.  Branding efforts help your company define an identity and stand out from the pack. And brand standards and guidelines make certain that your organization is presented in a systematic and easily recognizable manner.  Your company does many different things and talks to…

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How to Bridge the Messaging Chasm Between Product and Brand

Bridging the Gap between Product and Brand

Brand messaging is hard to maintain in large, industrial corporate 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…

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Turn what you make into what you make possible.

Ingredient branding go-to-market strategies.

Weather forecasting has really been through an evolution. While the Farmers’ Almanac still has space on many a dusty bookshelf, modern meteorology uses different facets of technology for complex data modeling, weather satellite data analysis and historical temperature range review. The combination of these components, or ingredients, improves prediction accuracy and presents a higher level…

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Are you framing the solution or the problem?

Your messaging must address their unique pain, too—not just your specific awesome.

BUILDING RAPPORT Chances are you don’t personally know your potential client, so picking up the phone and just talking one of your old college buddies into a professional blind date isn’t an option – but that shouldn’t stop you from understanding their problems and how you can help them. One thing you do definitely know:…

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Are You an Ingredient Brand?

Ingredient Brands: The things that make things better. What they are, why it matters, and how to market them more effectively.

Are You an Ingredient Brand?

To put it plainly, “ingredients” are the parts or components (chips, adhesives, algorithms) that power a product (computers, packaging, search).

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Launching your product brand overseas?

A go-to guide for launching your component technology abroad.

Launching an ingredient brand overseas

Are you getting ready to launch (or relaunch) a product or technology internationally? If so, here are some great tips to turn your marketing strategy into a resounding success.

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Are you focused on the customer experience?

A go-to guide for industrial brands.

Customer Experience

Much like the three laws of motion that govern general physics, there’s a set of six fundamental truths about how the customer experience operates for ingredient brands–or any brand, for that matter. And whether we know these truths or not, they’re operating like software underneath every marketing program we develop.

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