Insights, Ideas, and Strategies for Tech Communication & Storytelling
The hidden reason your B2B demand gen is failing (and it’s not your tactics)
Struggling with demand generation despite running all the right campaigns? You might be overlooking the critical foundation: your brand. In this article, we explore why even the most sophisticated B2B demand generation tactics fail to deliver results when they're not built on strong brand foundations. Learn the hidden costs of a weak brand, understand the core elements of strong B2B brand building, and get practical guidance for aligning your brand and demand generation efforts to create sustainable marketing success.
Why brand communication matters for technology marketers
Why should technology and product marketers care about brand communication? In this post, we’ll discuss why effective messaging needs to go beyond facts and features. It explains how a strong brand narrative serves as the foundation for a cohesive brand communication strategy, helping companies build trust, emotional connections, and differentiation in competitive markets. The article also explores how leading tech brands—IBM, Microsoft, Intel, and Nvidia—leverage brand communication to reinforce their narratives and drive engagement.
Understanding the differences between brand story, brand narrative, and brand storytelling
This article explains the differences between brand story, brand narrative, and brand storytelling, highlighting their unique roles in branding. A brand story serves as the foundational identity, defining who a brand is and why it exists. The brand narrative expands on this foundation, evolving as a dynamic, audience-influenced conversation. Brand storytelling brings both to life through creative execution in content, campaigns, and experiences. Together, these elements form a cohesive brand strategy that ensures consistency, fosters deeper audience connections, and drives impactful results.
Why every tech startup needs a strategic brand narrative
A strategic brand narrative is a powerful tool for tech startups to differentiate themselves, build trust, and inspire action. By clearly articulating your mission, vision, and values, your narrative creates a cohesive story that resonates with investors, customers, and internal teams. It simplifies complexity, fosters emotional connections, and serves as a guiding light for growth and alignment. Whether you’re competing in a crowded market or scaling your operations, a compelling narrative can be the key to standing out and achieving long-term success.
Is your brand’s story working? 3 key questions every B2B tech marketer should ask
A strong brand story is essential for building trust and driving engagement in the competitive B2B tech landscape. But how do you know if your brand's story is working? By asking three key questions—Does it resonate with your target audience? Is it consistent across all touchpoints? And is it driving action? This blog post dives into each of these questions, offering insights and actionable tips to help B2B technology marketers assess and refine their brand narrative for maximum impact.
10 content types for building your B2B tech brand
Discover 10 essential content types to build your B2B tech brand. Learn how case studies, webinars, newsletters, and more can position your brand as an industry leader while connecting with your audience.
A step-by-step guide to creating a content campaign that delivers results
Launching a content campaign is one of the most powerful ways to build brand visibility, engage your target audience, and drive meaningful outcomes for your business. But to be effective, it requires more than just producing blog posts and videos—it demands careful planning, strategic alignment, and precise execution.
In this article, we’ll walk you through a step-by-step process for creating a content campaign that drives your business goals.
Is your AV content marketing failing? Here’s how to fix it.
Content marketing is a must for any type of business. But for AV companies in particular, content marketing can be a good way to provide value to customers. In an industry where purchasing decisions are often complex and involve multiple stakeholders, marketing teams need to do more than simply promote products—they must educate potential clients and build trust. Content marketing can help do just that.
Why case studies are critical for Pro AV businesses: A sales-driven approach
Pro AV technology sales is complex and challenging. To close deals, sales teams need more than just a standard product pitch. Customers often come with sophisticated needs, tight timelines, and specific technical and performance requirements. They’re looking for proof that your AV solutions work—not just in theory, but in real-world environments similar to theirs. That’s where case studies come in.