Marketing and Brand Strategy

Content Marketing

Content Marketing: There’s More Than One Way to Tell a Story

This blog series kicked off with Going Back to the Basics. So many marketing trends, so little time. We touched on four key focus areas: Branding and messaging Developing collateral and content Knowing your audience Positioning sales for success First, you learned How B2B’s Can Embrace the Shift to Digital Buying, showing time-proven areas that …

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Unleashing the Full Power of your Customer References

The right references, at the right time, can help your sales teams advance their conversations with prospects. Are you successfully optimizing your portfolio of reference assets to maximize their value to sales, effectively targeting the purchasing stage your prospect is in? Have you considered: The key decision points in the sales journey to leverage references …

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Q&A with David Sroka from Point of Reference

Kim Glover, customer reference marketing professional and consultant with Porter Consulting sat down with David Sroka, CEO of Point of Reference to discuss some best practices for implementing and working with customer reference databases. David shares some great benefits realized with his company’s customer marketing technology, ReferenceEdge. Question: ​​What do you see as the most …

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Selecting a Customer Reference Database

Are you a Reference Manager in need of a software tool to help you track and report on reference candidates, projects, and assets? While there are many different tools available to choose from, they all fall under three main categories, and each come with their own pros and cons. Below we’ve outlined these categories and …

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Marketing team gathered around a work station

Scared of 2022 Marketing Trends? It’s Ok to Go Back to the Basics

2022 is here – and with it comes the bombardment of blogs and emails telling you about marketing and sales trends. I promise you this isn’t one of them. This is about getting back to basics, setting yourself up for success, and using marketing to drive sales and revenue. After working for decades in this …

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6 Best Practices for Rebranding Customer References

You’ve spent a ton of time putting together marketing collateral for your company, which includes a healthy supply of customer references. Now your company is going through a rebrand. Maybe this just involves a company name change. Perhaps your company is being acquired. Or maybe you’re spinning off one of your company’s brands and will …

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