Marketing Strategy

Increasingly, customers are opting to support businesses that take an ethical approach by prioritizing environmental issues and social justice. This style of profit-making, dubbed “conscious capitalism”, appeals to a widening segment of consumers who want to vote with their wallets for a better, more just world. The benefits to B2C companies are clear: businesses that […]

In Canada, family-owned enterprises (FOEs) account for more than 60 percent of the nation’s private sector and generate nearly half of the sector’s gross domestic product. Almost 7 million Canadians are employed with FOEs which comprise just under two-thirds of the entire private sector. These numbers provide a snapshot of just how integral family-owned businesses […]

It’s easy to imagine that you need a sales team or a marketing team. After all, both work towards generating leads and making sales. If your company doesn’t have both teams, you’re not alone—it’s much more typical for small and mid-sized B2Bs to have sales in place, but not marketing (or for the marketing tasks […]

Trade shows are a smart, strategic marketing tactic for many B2B companies. They’re an effective way to build brand awareness, engage customers, nurture leads, and drive sales. Over the course of the pandemic, trade shows have gone virtual or hybrid, but these “pale in comparison to face-to-face shows,” according to Trade Show Executive magazine. Why? […]

Initially associated with teen dance videos and youth culture, TikTok is capturing the attention of marketers as a legitimate space to engage with consumers. But is it right for your brand? TikTok is a video-based social media platform, originating in China, and launched globally in 2018. Since its inception, the app has developed more general […]

After nearly two years of disruption due to COVID-19, 2022 promises a return to some staple marketing strategies alongside new, pandemic-inspired approaches. Looking ahead, these are the trends in B2B marketing we’re forecasting for the coming year. Content marketing Content, as they say, is king and not even a pandemic can change that. In 2022, […]

Welcome to our fifth and final installment in our social series. Last, but not least, we discuss Twitter and how to make the most of this platform for your B2B content marketing strategy. Twitter turned 15 years old in 2021, and aside from its longevity, what stands out about the platform is its continued reach. […]

When people think of social apps for business, LinkedIn is typically the first one that comes to mind—and for good reason. There are 55 million companies on LinkedIn, making it one of the most popular places to network with consumers, B2B prospects, and potential hires. With 722 million members, it’s not the biggest social network […]

In the span of about a year, Instagram has released a slew of new features that affect everything from how you post to how you interact to how you market on the platform. If you’ve fallen behind on the latest and greatest that the app has to offer, don’t worry. Our second instalment in our […]

Social media platforms exist in a state of constant change, which is great in terms of new features and a richer user experience, but it makes keeping up a real challenge. Our team is always comparing notes and leaning on one another when we just can’t find that thing that used to be there. Sound […]