Technology and easily accessible information has enabled the new B2B buyer to interact with brands differently and take a different journey to their purchases.
Learn about some of the biggest mistakes marketers make when attempting to connect with architects and designers. And more importantly, how to avoid them.
Architects and designers still influence 90 percent of commercial building product dollars, so failing to invest in reaching this group is a huge mistake.
Recently, Google Chrome announced that it will stop the auto-play functionality on all non-essential content on a website.
To begin understanding a designer’s path to specification, it’s crucial to understand what designers are thinking about today.
The truth is that Millennials do get it. But they have a different set of expectations for the workplace environment and how work should get done.
The Cavs gave every marketer a friendly reminder on the value of optimizing performance, responding to disruption and aligning communication.
Point To Point’s Customer Engagement team focuses on gaining a deep understanding of our clients’ audiences.
A fascinating and captivating speaker, Kennedy discussed the finer points of neuromarketing: an ever-changing science in the marketing industry.
Learn more about how B2B customer engagement brands like GE are differentiating themselves to better align in the market place.
Questionnaire writing is arguably one of the most difficult forms of writing.
It takes more than cute tchotchkes to garner the greatest return on your tradeshow booth investment.
By creating narratives that buyers can identify with, B2B brands can establish a sense of relevance and familiarity.
A long-standing tradition of the Big Game is predicting its outcome. Here at Point To Point, we thought it would be fun to make a prediction of our own.
Point To Point was on-site at IBS/KBIS to support our clients and take note of new innovations aligned to product and marketing initiatives.
We’ve all heard the PSA asking, “Do you know where your children are right now?” What you didn’t know is that the same could be said for your buyer.
Designing for a B2B customer requires a more intimate understanding of how your audience interacts with your brand.
There’s an apocryphal tale about the original advertising Mad Man, David Ogilvy, confronting a client…
What are the most important features and benefits about your brand and product that you want to tell your buyer?
We were honored to hear Kevin Spacey speak at last month’s Content Marketing World.
SEO strategy, execution and measurement can be extremely complex.
Anticipation. Carly Simon sang about it and today’s B2B brand marketers are looking to deliver it. It’s our holy grail.
Here is my take on the major differences in approach between B2B and B2C advertising creative.
I was one of 2,500 fortunate marketers from around the world who had the opportunity to attend Content Marketing World in Cleveland.
Earlier this year, Google rolled out Panda 4.0, which contained both an algorithm update and a data refresh.