What we think.

Fresh perspectives and musings from Marjoram

Positioning vs. Messaging. The Dynamic Duo of Your B2B Marketing.

Positioning versus Messaging

In the competitive world of complex B2B marketing, you succeed by capturing attention quickly and resonating on an emotional level with your prospects. How do you achieve this? By focusing on your positioning and messaging. Often used interchangeably — despite key differences between them — positioning and messaging are the dynamic duo of any rational…


How To Build a Messaging Strategy for Multiple Verticals

Graphic of Building Strategy in Multiple Verticals

Why speaking the same way to everybody ends up speaking to nobody.


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…


Complexity Kills: How to Simplify Your B2B 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 brands, complexity is an admirable, cherished value — even a source of pride. It’s…


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:…


How to Create a Surefire B2B Content Marketing 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…


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…


Fresh Perspectives

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

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