Differentiated branding is the B2B buyers' shortcut This article is the fifth in a “What’s new, what’s next" series examining how B2B buying has quietly but fundamentally changed. Each piece explores a…
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Demand without desire is just noise This article is the fourth in a “What’s new, what’s next" series examining how B2B buying has quietly but fundamentally changed. Each piece explores a…
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Is your B2B brand built for today's buyer? Here’s the uncomfortable truth: many B2B brands are optimized for a buying process that no longer exists. They were designed for a…
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What's new, what's next: What's new isn't AI. It's buyer-controlled discovery. This article is the third in a “What’s new, what’s next" series examining how B2B buying has quietly but fundamentally…
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What's new, what's next: Your funnel isn't broken. It's built for yesterday's buyer. This article is the second in a “What’s new, what’s next" series examining how B2B buying has quietly but…
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What's new, what's next: The real reason B2B buyers stopped responding. This article is the first in a “What’s new, what’s next" series examining how B2B buying has quietly but fundamentally…
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BrandDemand isn’t just for B2B: Rethinking growth strategy for low-consideration buyers You don't need to be selling a six-figure software deal to feel the pressure of a skeptical buyer. Increasingly,…
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Are backlinks dead? Rethinking authority in the AI search era. A few of us recently attended a Marketing Profs webinar on AI Search, and it got us thinking … remember…
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Leveraging NIL in college football for B2B marketing success: A BrandDemand approach What’s in a name? With the NCAA’s 2021 decision to permit athletes to monetize Name, Image and Likeness…
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Taking the long view with a BrandDemand approach Imagine this: Only 5% of potential buyers are actively looking to make a purchase at any given moment. That leaves a whopping…
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