Most B2B brands are stuck issuing watered-down press releases, churning out seldom-read whitepapers and buying advertising that yields little more than anonymous impressions. This outdated approach is ineffective for engaging sophisticated buyers that conduct extensive online research before choosing to connect with a vendor. Based on our proprietary research, we know that 48 percent of business decision-makers believe effective thought leadership drives consideration, purchasing and customer loyalty – and yet 77 percent of B2B marketers have no way of linking their content to business opportunities or sales.*
To break out of this dynamic, companies must think and operate outside of traditional communications siloes in order to seize a distinct advantage over their competitors.
Our Business Marketing team is a different kind of agency partner. We design targeted communications strategies that leverage the best of PR, marketing, advertising and demand generation – all underpinned by an editorial mindset that sets us apart. Our integrated approach elevates brands beyond their functional benefits, cuts through the noise and delivers stories that influence customers in the right places, at the right times.
We are an unusually effective combination of B2B communications and marketing strategists, former business journalists, creatives and media and martech experts that you will not find elsewhere. On any given day, we’re conducting buyer research to help clients seize crucial touchpoints in the customer journey, developing thought leadership platforms to earn standout media coverage, or executing targeted paid media programs to drive digital hand raisers and earned-exposed audiences into the funnel.
We help B2B brands:
- Create communications of substance, earn thought leadership and win preference in the minds of B2B customers. Buyers and influencers responsible for high-value, complex decisions need more than shallow marketing messages to inform their thinking. Seventy-three percent of B2B marketers say that when their thought leadership efforts are successful, it is because of deep thinking and intellectual rigor.* Editorial insights and compelling content that drills down to customer pain points are at the core of what we do.
- Move beyond generic, feature/benefit marketing to engage the buyer committee with specificity. Nearly six in 10 business decision-makers believe that thought leadership content is a more trustworthy basis for assessing a company’s capabilities than its marketing materials or product sheets.* And yet most companies struggle to stop talking only about themselves. We help clients understand the unique needs of specific decision-makers and win during critical touchpoints of the customer journey.
- Make sense of the increasingly complicated marketing technology stack. Marketers are now inundated with a dizzying array of tools and promises. B2B companies must leverage modern martech, data and media – but wisely. From ABM and marketing automation to predictive intent and CRM, we are tool-agnostic and highly experienced in matching the right technical solutions to our clients’ specific needs – including maximizing the return on your existing martech investments.
As part of a global, family-owned communications firm, our Business Marketing offering brings a uniquely independent perspective to both established and emerging leaders in B2B. We have a long history of helping clients succeed in industries such as enterprise technology, aerospace, energy, financial services, manufacturing, transportation and more. Business Marketing applies deep industry expertise with a pragmatic, integrated and tailored approach designed to begin delivering value on day one.
* Source: Edelman-LinkedIn 2020 B2B Thought Leadership Impact Report
Awards & Accolades
ANA – 2020 B2 Large Agency of the Year – Gold
B2B Ignite – Best Multichannel Campaign: Gold (2020)
SABRE – Corporate Branding (2020)