What can B2B organizations do to transform and develop a differentiating brand personality?
60% of B2B content never gets used and never gets seen. We live in a world where content is constantly being churned out, and junk content is all over the place.
How do you stand out in that sea of sameness? How do you differentiate yourself and develop a brand personality that is unique to your customers?
Differentiation is vital nowadays because B2B and B2C customers have the ability to change vendors quite easily. If you want your business to be sustainable, your marketing strategy needs to stand out and truly deliver value to your customers.
In this episode, Margie Agin shares how your business can go through that transformation and develop a brand personality that makes your business truly stand out and breakthrough.
Award-winning marketer Margie Agin helps B2B technology companies discover what makes them unique and find the words to say it. She is the founder and chief strategist of Centerboard Marketing, a marketing agency based in the Washington, DC area, and author of Brand Breakthrough: How to Go Beyond a Catchy Tagline to Build an Authentic, Influential and Sustainable Brand Personality.
As both an external strategist and an in-house marketing leader, Margie has helped companies in the cybersecurity, communications, EdTech, and software industries distill complex topics into content and campaigns that drive action. She has built and led teams through times of rapid change, launched and relaunched brands, and created sustainable marketing programs that prioritize the customer experience.
Before founding Centerboard Marketing, Margie led demand generation efforts for the education technology company Blackboard and digital marketing for video conferencing leaders Tandberg and Cisco. She also taught content marketing and web writing at Johns Hopkins University.
Margie completed her undergraduate work at Tufts University and earned a Master’s degree from American University.
01:24 – Introduction
02:21 – About Margie Agin
06:22 – What is the content marketing junk pile?
09:13 – Statistics related to the tsunami of content
13:46 – Things a B2B organization can do to have a differentiating brand personality
20:43 – Creating a culture that is emotionally intelligent
23:51 – The transformation process in order to become a brand with a standout personality
32:25 – In light of current complexities and changes, how difficult has the transformation process become?
36:01 – What are the chances of success of a business transformation and breakthrough?
40:44 – If you had an unlimited budget, what would you do?
43:35 – Connect with Margie Agin
“People are overwhelmed with content. The shift has to be to stop adding to this marketing junk pile and truly take a hard look at your content.”
“Strategically used what you’ve already done rather than just add more content.”
“We have to ask deeper questions in order to come up with something that shows empathy and connects with the pain of our customers.”
“Differentiation is vital because it has become easier for both B2B and B2C buyers to switch vendors.”
“Everything that didn’t quite seem urgent is now super urgent.”
Episode Links and Resources
Margie’s book: https://amzn.to/3zFprfN
Margie’s LinkedIn: https://www.linkedin.com/in/marjorieagin/
Margie’s Twitter: https://twitter.com/mpagin
Centerboard Marketing website: www.centerboard-marketing.com
Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/
More episodes related to standout marketing: https://b2bdm.com/stand-out-marketing