constantly adjusts and evolves as buyers move along the path to purchase. In a culture where every product eventually be
2018
SPONSORED CONTENT AGENCY INFLUENCERS - CHIEF MARKETER
THE TOP MARKETING AGENCIES OF 2018
CONTACT INFO MARK GOREN
[email protected] 216.831.4421 WWW.POINTTOPOINT.COM
CLEVELAND AGENCY REWRITES THE B2B BRAND STORY buying habits change. As a result, the culture here is high octane and high energy, and our people are driven to make a difference for our clients.
HOW WOULD YOU DESCRIBE THE IDEAL BRAND STORY?
The ideal brand story is engaging, it’s based on the truth, and it speaks to audiences in ways that interest and relate to them. Great brand stories also build strong, meaningful, and even emotional connections with their audiences. These stories need to be compelling, they have to deliver a clear promise, and they need to stand apart from competitors. Like every story, brand stories usually have a protagonist (the brand), as well as an antagonist (that which is trying to defeat the brand). Great brand stories also need to be memorable, and they need to drive results.
WHAT ARE THE TOP THREE TRENDS YOUR AGENCY IS LEADING THE CHARGE ON? DESCRIBE YOUR AGENCY. Point To Point is a nationally recognized demand generation B2B agency that connects marketing and sales technology with compelling brand stories to supercharge growth. We specialize in serving B2B clients in three major industries: building products, industrial manufacturing, and food products. Our work leverages deep insights into the buyer’s journey informed by technology tools and buyer data to translate each client’s brand promise into strategies that are aligned for various categories and to individual buying segments. We believe the key is creating meaningful engagement with our clients’ customers and influencers to drive growth for them. We think the combination of data, insights, and outstanding creative is what allows Point To Point to do this.
HOW DO CLIENTS PERCEIVE YOUR AGENCY AND THE PEOPLE WHO WORK THERE?
The feedback we get from clients is that our deep experience in the segments they’re focusing on, combined with a focus on technology, helps us uncover new opportunities for them and implement them wisely. Clients also tell us we’re very agile when it comes to helping them respond to continually changing buyer behaviors while keeping their brand values aligned across segments. This feedback is important to us, so we continue to invest in people and technology to grow and create the ideas and energy that dramatically impacts our clients’ business even as 1
CHIEF MARKETER
We focus on strategies that, No. 1, help our clients leverage new B2B buying behaviors as they happen. Every day, the B2B buyer becomes more and more like the consumer buyer, responding to similar strategies and exhibiting more stealth buying behaviors. In the majority of cases, B2B buyers don’t signal their intent to buy until they are ready to make a purchase decision. This means that B2B marketers need to engage buyers far earlier in the buying cycle, before they’ve made their decision. In many cases, it may be before buyers are aware they need to make a buying decision. A second trend we’re very attuned to is how new technologies continue to challenge existing paradigms about brand and customer relationships. To better understand buyer behaviors, marketers need to constantly understand how and when customers and prospects are interacting with their brands, and they need to leverage technology to deliver the right message, at the right time, and in the right context. It’s not only about the technology per se, but it is about using the technology to drive meaningful insights.
Third, we believe in creating dynamic engagement that constantly adjusts and evolves as buyers move along the path to purchase. In a culture where every product eventually becomes commoditized, it’s important to focus on engagement through differentiation. We also believe agencies that help clients to keep their sales and marketing energies aligned along the way will drive this kind of differentiated customer engagement, which leads to more dramatic results for clients. www.chiefmarketer.com
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