For everyone, 2020 was a year of immense challenge, change and the unexpected. To help put marketing efforts of this past year in perspective, we give you a look at some of our top content pieces of 2020. While many of these pieces were crafted for the trends and changes 2020 brought, they can serve as building blocks to start off 2021.
It can be difficult to succeed with the cutthroat competition in the business environment today, especially with a large number of organizations going through a digital transformation. To gain an edge on your competition, there are two popular strategies your organization can use. Introduced by W. Chan Kim and Renée Mauborgne in 2005, red ocean strategies and blue ocean strategies can be impactful in your marketing strategy. Here are three elements detailed in the Red vs. Blue Ocean Strategies blog post:
- What a red ocean strategy is, key goals and an example of an industry that utilized this type of strategy and succeeded.
- What a blue ocean strategy is, key goals and an example of a company that successfully executed this type of strategy.
- The verdict on which strategy works best and things to think about before implementing.
In 2020, virtual events rose in popularity across all industries, especially within B2B organizations. As almost all in-person events were cancelled, virtual events increased by 1000%. In this blog, we cover all aspects of how B2B organizations can capitalize off of virtual events. This piece will be useful when tackling the event challenges that 2021 will bring. Here are some highlights from this blog:
- Best practices to attending, speaking at, and sponsoring virtual events. You might be eager to jump into the virtual event space but following these best practices can ensure you are making the most of your event.
- Useful tools for webinars, such as BrightTALK, as well as insight on how to create the best presentations in a virtual world.
It’s important to have a messaging framework as it allows you to outline how to best position your solution and engage the ideal buyers. The three components on how to build, or refine, your messaging framework for complete and compelling company messaging are highlighted in this blog. Key takeaways include:
- Convey your brand with company messaging by establishing brand pillars and thinking big picture.
- Differentiate your organization with your product by taking a deep dive into your key value proposition and points of differentiation that will allow you to stand out among the rest.
- Speak to your audience with tailored messages that address the unique pain points and needs of your buyer personas.
- Substantiate solution messaging: Use customer feedback, research panels and more to gain insight on how to improve your messaging to best evoke the values and benefits of your solution to prospects
- Maximize product launch impact: Learn the techniques to best leverage inbound and outbound marketing efforts to promote a new product.
- Centralize customer experience (CX) in digital marketing: Consider what buyers are looking for the most in their digital CX.
- Unify sales and marketing: One of the biggest keys to success is aligning sales and marketing. Closed-loop communication and reporting on successes of marketing activities is useful in adjusting strategy moving forward.
eBook: B2B Product Launch Toolkit
The Product Launch toolkit is a comprehensive guide for getting new products and services on the right trajectory. As your team prepares for launching a new product, this resource examines the product launch steps closely and serves as a guide for B2B leaders when implementing them. These are the topics are that are covered in this eBook:
- Defining your product launch goals.
- Establishing brand identity elements tied to your launch.
- Identifying techniques to successfully measure and track the progress of your launch.