Some agencies say to focus on building a strong brand. Some say to prioritize demand generation. But when you focus too much on one area over the other—when your brand and demand aren’t in sync—it’s easy to get stuck spinning your wheels.
We say you need the right mix of both.
With the right ideas and data-driven insights, you’ll stand out in all the ways that really matter to your customers—and give them something to gawk at.
Customers won’t engage with you if they don’t trust you. And if they don’t trust you, they won’t want to listen to you. A holistic approach will help you avoid the gridlock.
When it comes to your buyers’ journeys, even the smallest disruption can result in delays. It’s time to build a better, more consistent engine for growth.
Why run the risk of misalignments, flats or other costly setbacks? You’ll go a lot further with a solid, fine-tuned machine—no burning rubber required.
B2B marketing is complex. It’s fast-paced. There’s a lot going on at once. But staying in your lane won’t make it any easier to navigate. To build trust that drives engagement; To create value that gives customers a reason to act, you need to know how to merge.
That’s brand/demand—the shortest distance from b to b.
They say that every journey begins with a single step. Well, we say the real trick is knowing which way to go. At Slack, we collaborate closely with you to analyze your B2B marketing opportunities and chart the shortest, most efficient path forward.
Before we press “go,” we first need to know where we’re going. We conduct and analyze primary and secondary research, generate competitive audits, and perform materials reviews to better understand your target audiences, their pain points and unmet needs.
No matter your destination—whether it’s finding the right way to make your brand stand out or uncovering the quickest path to new audiences and customers—we use our discovery data to distill unique insights that lead to a truly differentiated brand/demand strategy.
Our brand platform and planning process starts off with defining a differentiated position for your brand. From engineering buyer personas, brand values, attributes and differentiators to building brand identity systems—including name, logo and brand architecture—to creating messaging maps and strategies across multiple media platforms, as well as internal training plans to help employees understand and embrace the brand, there’s no end to the ways we can help you reach your destination.
B2B buyers are self-directed and typically over two-thirds of the way through their buying process before they will contact you directly. They visit your site, they read blogs, they talk with peers, and more. From top-of-funnel awareness content and touchpoint strategies to bottom-of-funnel converting offers, we align your products and services with the desired solutions sought by your prospects—with a resulting increase in conversions adding additional revenue to your bottom line.
Our creative planning process is all about using the insights we’ve gained through our discovery activities to create a “big idea” that breaks through and connects with your buyers on a personal, emotive level while also connecting on a rational, action-inspiring level that positively affects your brand and demand outcomes.
We fashion thoughtful communication touchpoint plans designed to surround your customers with your message through the right paid, earned, owned and shared media channels. We seek out the best opportunities for your specific challenge—whether that’s traditional print, digital, or anything in between.
Rubber, meet road. Once the B2B plan strategy is approved, we go into production design and execution of the tactics that best fit your unique plan across both physical and digital mediums. As an integrated brand/demand agency, this can and often does include a wide variety of tactics such as websites, videos, trade show booth design, advertising and marketing automation program builds.
After the initial launch event, we’ll keep humming away on bringing your vision to life, both internally and externally, over the next few days, weeks, and months—with consistent check-ins to steer clear of any bumps. With a close eye on all the right gauges, dials and indicators, we’ll use all the latest tools and technologies to continually measure every element of your brand/demand program for key engagement metrics. Then, we’ll use that data to fine-tune your campaign to keep things going strong.
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© 2019 Slack and Company, LLC