What we think.

Fresh perspectives and musings from Marjoram

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

Marketing directors supporting industrial and ingredient B2B brands are in charge of product marketing plans, important business goals and expansive strategic responsibilities. Their plates are clearly full.   Talented and dedicated marketing leaders find a way to get the work done. However, getting it done is no easy task. Too often, managing a corporate industrial…

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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…

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How to Create a Surefire B2B Industrial or Ingredient Brand Marketing Content Process 

A productive, disciplined and efficient content development process is a surefire way to support your B2B product marketing and brand awareness efforts.  But, creating standout content is easier said than done for marketing teams supporting industrial and ingredient brands. The process can quickly turn unruly, with too many voices vying for input.   Find out…

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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. …

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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…

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How B2B Industrial Brands Can Infuse Their Messaging with Empathy 

How B2B Industrial Brands Can Infuse Their Messaging with Empathy

“Never assume people will understand how your brand can change their lives. Tell them.” — Donald Miller, Building a StoryBrand  It’s tempting, even natural, to see your brand as the hero of its own brand story. For many ingredient and industrial brands, the hero label is a welcome one. Who wouldn’t want a reputation for…

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Complexity Kills: How to Simplify Your Industrial Brand Message

Complexity Kills

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” Steve Jobs For many B2B industrial and ingredient brands, complexity is an admirable, cherished value — even a source…

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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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