The Importance of Brand Building in B2B Marketing
Brands and Brand Equity B2B purchases are based on performance and differentiation from the competition. The challenge is to create and amplify differentiation so that your brand is preferred over...
View ArticleMarketing to Watch: Cannabis Food Safety
Cannabis Testing: The Current State in the US The drug of choice for many, cannabis has grown up into a mature industry. The product has reached impressive levels of sophistication in terms of...
View ArticleMarketing Food Safety Testing to the Beverage Industry
Beverages Are Big Money In our thirst for marketing food safety testing products to the beverage industry, consider the ubiquitous nature of beverages. Because of their portability and stability,...
View ArticleMarketing Food Safety Tests to Combat Food Fraud
Marketing Food Safety Tests and Food Fraud The Food Safety Modernization Act of 2011 (FSMA) was the biggest update to U.S. food safety laws since the 1930s, and basically placed the onus of compliance...
View ArticleDigital Marketing Best Practices: Optimizing Advertising Frequency
Frequency vs. Fatigue Having just lived through the election season, we all understand the principle of frequency as it relates to advertising. The more an ad is repeated, the more likely you are to...
View ArticleSocial Media Marketing for Food Safety Testing Products
Social Media Marketing Perplexes B2B Marketers Social media has profoundly and permanently changed the way we communicate. Nobody would argue that it’s caused dramatic shifts in how we interact with...
View ArticleHow to Work with Customer Service for Effective Digital Marketing
Why Include Your Customer Service Team? Customer service teams are more than product or service troubleshooting experts. They take orders, handle complaints, and solve any problem the customer...
View ArticleDigital Marketing Best Practices: Voice of the Customer
Unpacking VOC What is VOC? Voice of the Customer (VOC) is a marketing research technique used to solicit feedback from customers to determine perceptions, needs, and expectations. When is VOC...
View ArticleB2B Marketing Trends and Challenges for 2021
The Train Has Left the Station It doesn’t take a crystal ball to understand that the pandemic has changed the world forever — and impacted every part of society. Though vaccines are expected to ease...
View ArticleLinkedIn Primer for B2B Marketing
Why Use LinkedIn for B2B Marketing? For business-to-business (B2B) marketing and advertising, LinkedIn is a powerful marketing and advertising tool for audiences that use it. Why? Because unlike other...
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