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Marketing Tips

7 Examples of Great Brand Positioning Strategy

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BRAND STRATEGY Great brand strategy revolves around clearly articulating your differentiation against competitors. You must continually push these differentiators to customers. One of the best ways to achieve this is by aligning your branding with your unique value propositions. CREATE A NEW VALUE CURVE The Blue Ocean Strategy Canvas advises that you compete on attributes that your competitors have failed to serve. For years high growth companies have entered markets by first catering to an underserved niche market. Netflix started…

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The Secret To Building A Great Brand

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How is it that companies like Apple can come out with literally anything (TVs, phones, watches, etc.) and people come out in droves to buy them? Is it their product? Maybe. But more likely, it’s branding, branding, and more branding. With all of our projects at Figmints, we always recommend branding as an essential starting point. Want a new website? An engaging testimonial video? A new digital marketing strategy? We love it—but the success of these projects are…

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customer retention

How to Retain Your Current Customers

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I recently read an article, “The B2B Elements of Value,” from Harvard Business Review that describes different values you can appeal to in order to acquire new customers—but I think it also speaks volumes about customer retention. This is especially important because acquiring a new customer is five times as expensive as retaining an existing one.1 It all comes down to whether we are providing value to our customers in endways that matter to them….

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3-Pronged Approach to Build Your Pipeline

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Today’s marketing allows you to build your pipeline in ways we never could have five years ago.  There have been people over the years who have promoted a singular tactic to drive sales but where we are settling in is exactly where we should be – looking at integrated tactics that marketing and sales can tackle together.  It is called Account Based Marketing [ABM] and, if done right, it is a game-changer for companies.  It…

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inbound marketing one trick pony

Inbound Marketing: Riding a Prancing One-Trick Pony

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Inbound!  Inbound!  Inbound!!  For awhile there, it was all anyone was talking about. Far too many online marketing companies were making it sound like inbound was all any company needed, the proverbial “magic bullet” of marketing solutions. Now, it’s easy to see the appeal.  Inbound can be less expensive and fairly easy to implement. Combined with some decently researched SEO, and an inbound focus can help companies -especially smaller firms- gain some leads and overall visibility. But… that’s about it.   In…

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Redefining How Marketing Supports Sales – One Sales Rep at a Time

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From the very beginning of my days at North Star Marketing, one thing that made me successful then and still today is my respect and love for sales people.  As a marketer, that is unfortunately unique.  It is with that spirit that we have developed marketing with an eye towards today’s marketing and sales landscape. Today’s marketing and sales landscape Sales people struggle with the limited amount of hours in a day and all they…

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Marketing’s Role Continues to Evolve, But Many Are Still Not Changing

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The Life of the Marketer in 2010 In 2010, I spoke with over 150 CMOs and heads of marketing. For many, it was not a fun time to be in that role. They were all feeling some degree of pressure in these four areas: 1. Due to budget cuts and decreasing staff they felt they were more reactive than proactive when it came to marketing. 2. They often felt like an outsider with no “seat at the…

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Reaching the Right Audience at the Right Time Starts with Content Strategy

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With 91% of B2B marketers using content marketing, it’s pretty clear that it’s more than just a fad. From blogs, white papers, videos, webinars, case studies, events and a whole lot more, B2B companies are generating staggering amounts of content. But how do you know that your content is reaching the right audience at the right time? Enter content strategy. Content strategy is the glue behind content marketing. While content marketing focuses on generating content…

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Your Brand Needs to Be a Key Differentiator

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One of the things marketing and sales can agree on, is the need to differentiate themselves in an ever crowded marketplace. What they may be less likely to agree on, is just how to do that. I believe you have to go back to the beginning and the beginning of differentiation, has to be your brand.  Many sales folks don’t have a clear understanding of how important their company’s brand is to their success- and…

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