Why a Powerful Brand Strategy is Crucial to Your Lead-to-Revenue Plan

When I published my recent book, The Essential Guide to Building Your Lead-to-Revenue (L2R) Machine™, I chose brand strategy as the first key component of the framework because of its extreme importance to L2R success. Building the rest of your marketing and sales initiatives on top of a weak brand is akin to building a […]

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Crafting Your Unique Brand Promise: Finding the Big Idea

Do you want truly competitive differentiation for your company—with a value-added extra that makes the products and services you offer resoundingly unique and clearly better than your competitors? You can find it in The Big Idea—your unique brand promise. A compelling brand promise is essential for creating a powerful marketing and sales engine. In fact, […]

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Marketing Strategy: Too Broad, Too Narrow or Just Right?

Getting your marketing strategy just right is critical for B2B marketing success. On the “too broad” end, lots of B2B companies, desperate for recognition and revenue, try to be everything to everyone. One of our Fusion Marketing Partners teammates worked for a company whose small C-level and business development team had dozens of potential deals […]

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Brand Promise – A Critical Factor in Your B2B Marketing Success

Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. We first defined the terms “brand” and “brand promise.” A Brand = the place your company […]

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