Net Promoter Score (NPS) Benchmarks in B2B: A Primer

Hands holding a superimposed 5-star symbol and happy face indicating customer satisfaction.

Net Promoter Score (NPS) is one of the most commonly-used business performance metrics—a simple and straightforward rating scale that helps businesses understand how well they’re serving their customers. But measuring the score isn’t enough to truly inform your future brand strategy. To understand NPS in context, companies must put it into context using B2B Net Promoter Score benchmarks. We’ve created…

How CMOs Can Develop a Perfect Marketing Strategy

Company CMO talking to her team about how to develop a marketing strategy

As a Chief Marketing Officer (CMO), it’s your responsibility to create and execute a marketing strategy that drives results for your organization. But where do you start? In this article, we’ll walk you through how to develop a marketing strategy that consistently delivers. Step 1: Define Your Target Audience The first step in developing a marketing strategy is to define…

Brand Extension in B2B: 3 Under-the-Radar Insights

Team at B2B company explore brand extension opportunities in a strategy meeting.

Brand extension occurs when companies use their existing brand and reputation to launch new products, gain a new customer base, or enter a new market outside of their current offerings.  Some of the world’s now-largest and most recognizable brands — think Amazon, Apple, GE, and the like — have attained their current positions at the top of multiple markets by…

The Power of First-Party Data in Marketing

Customers sharing their first-party data through their mobile devices.

In the ever-evolving world of B2B marketing, data plays a pivotal role in understanding consumer behavior and preferences. And among the various types of data available, first-party data stands out as perhaps the most valuable asset. This is truer now than ever before as tech giants like Apple and Google phase out the use of third-party cookies (See: “cookiepocolypse” to…

Time Management for CMOs: 6 Tips to Maximize Productivity

adult businessman in a city checking the time because he has good time management for cmos

As a Chief Marketing Officer (CMO), your role is a critical one that often requires you to juggle multiple responsibilities simultaneously. From overseeing campaigns to managing teams, attending meetings, and handling day-to-day operations, the list of tasks you’re responsible for can be endless. With so much on your plate, managing your time effectively is essential to ensure you’re able to…

Effective Brand Communication in B2B Marketing: A Primer

Marketing team brainstorms their brand communication strategy.

In today’s highly competitive business landscape, effective brand communication plays a vital role in the success of B2B marketing strategies. The way a brand communicates its message, values, and offerings to its target audience can significantly impact its brand reputation, customer relationships, and overall business growth.  In this article, we will explore the importance of brand communication in B2B marketing,…

Measuring B2B Brand Value in 5 Simple Steps

A team of cartoon marketers analyzing their brand’s value using the five steps outline in this blog.

Brand value is often considered as an intangible asset that can significantly influence a company’s market performance. Despite its significance, the process of accurately measuring brand value can be complex, especially in the realm of business-to-business (B2B) enterprises.  In this blog, we will guide you through five simple yet effective steps for measuring brand value in the B2B sector. Key…

The Power of Brand Collaborations in B2B Marketing

Representatives from two B2B companies high-five after executing a successful brand collaboration.

Brand collaboration has become a popular marketing strategy for B2B businesses looking to stand out in the market and reach new audiences.  By partnering with a complementary brand, businesses can tap into a wider customer base and offer unique solutions that they couldn’t deliver on their own. Further, brand collaborations help boost brand reputation and create excitement around joint offerings…

Leadership Development for CMOs: The Path to the Top

Female executive running a CEO leadership development workshop.

The role of Chief Marketing Officer (CMO) has evolved in recent years to have a wider strategic impact on organizations, and it’s still changing dynamically as the business world does the same. Leadership development for CMOs is becoming essential to meeting these changing demands. CMOs are now tasked with not only developing brand messaging and campaigns but also understanding the…

B2B Brand Development: The Definitive Guide

Two colleagues work together on a brand development project.

Building a strong B2B brand is critical to the success of any business, and this is especially true for B2B companies. A strong brand can differentiate you from competitors, build trust with customers, and help you achieve your business goals.  In this definitive guide, we will explore what brand development means for B2B companies, the key components of brand development,…