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…
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 Industrial Brand Message
“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…
How Industrial Brands Can Use Video Content Marketing (On Any Budget)
There’s a reason video content is highly compelling. Science says that 65% of us are visual learners. And our brains process images – moving or still – 60,000 times faster than text. Simply put, it’s just easier to get attention with video. Marketers have known this for quite a while. According to a 2022 State…
How to Win Internal Approval for Your B2B Product Messaging Campaigns
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…
Create Killer B2B Product Marketing Campaigns in 5 Steps
The outside perspective an external agency provides can be invaluable in helping to refocus your product marketing strategy. At Marjoram, we rely on a 5-step process to ideate, create and execute product marketing campaigns that resonate with B2B buyers and deliver results: Discover Distill Define Deliver Delight The same process can help your product…
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…
Make Your Creative Bench Deep Enough to Support Your Brand
Large industrial brands have considerable marketing and creative needs. These needs can’t be met solely by internal marketing teams. In fact, they shouldn’t be. An outside perspective is invaluable in marketing. Managing your portfolio of marketing needs requires a balancing act between developing and optimizing your internal marketing resources and supplementing your needs with trusted,…
Room for Interpretation? How Flexibility in Brand Guidelines Helps Product Messaging
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…
How to Bridge the Messaging Chasm 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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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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