Conduct Market Research

By Michael Isaacson for our 15 Ways to Build Your B2B Brand in 2015 blog series

Early in my career, I had a client who had this sign hanging in his office: “In God we trust… all others bring data.”

At first blush, the sign made me nervous. I thought, “Do I seem untrustworthy? Does he not have confidence in the company I work for? Do we seem devious?”

As I worked with him, I found out that it wasn’t a matter of trust. It was a matter of certainty. This particular client practiced what he called “Evidence-Based Decision Making.” Research gave him the tools to make informed business decisions about product improvements, pricing strategies, channels of distribution and marketing. He had decades of experience behind him and great intuition when it came to sales and marketing but, in the end, he let research and facts be the deciding factors in his decision making process.

20 years later, I’m an even bigger believer in the value of research. However, I now see the value well beyond the four P’s. It’s about staying competitive in markets that are shifting and changing on a daily basis. Here’s how you can stay on top of your game: (more…)


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Conduct a SWOT ANalysis

By Karen Enriquez-Wagner for our 15 Ways to Build Your B2B Brand in 2015 blog series

During strategic planning, a tool you don’t want to forget about is a SWOT analysis. SWOT stands for Strengths, Weakness, Opportunities and Threats. It’s a great way to identify and establish a sustainable niche in the marketplace for your company, product or service.

The SWOT is intended for you to take an internal and external review of your company to make you aware of direct and indirect factors that can impact your organization. For example, the Strengths and Weaknesses should be based on what’s internal to your company, product or service; Opportunities and Threats are the external factors.  (more…)



Build Brand Advocates

By Angie Mork for our 15 Ways to Build Your B2B Brand in 2015 blog series

Marketing 101 dictates that our number one initiative is building awareness for a customer’s brand externally. But as strategies and plans are developed, we often overlook one of the most critical audiences: employees. Your employees are your most powerful brand advocates. Why? It’s simple. They live and breathe your products and services every day. Who better to add authenticity then those that can speak genuinely about your offerings? (more…)



Focus on Social Media

By Jenny Kosek for our 15 Ways to Build Your B2B Brand in 2015 blog series

By now, 84% or more of B2B marketers use some form of social media in their marketing efforts. Yet studies suggest social media usage rates for industrial companies are much lower: a Belgian study found that only 26.7% of industrial companies in that country used social media in their efforts. If you google “B2B social media” you’ll find a lot of e-books, inspiring articles, and success stories from B2Bs that are just rocking their efforts and swimming in leads…or so it would seem. In my experience, most B2Bs are still struggling to connect the dots between social media, their products or services, clear strategy, and measurable success.

In the past year, I’ve worked with B2Bs who all seem to be facing the same challenges with social media, and the challenge is summarized simply: what the heck do we do with it? (more…)



Build Your B2B Brand by Refreshing Your Website

By Michael Isaacson for our 15 Ways to Build Your B2B Brand in 2015 blog series

84% of all prospective customers check out a firm’s web site before they decide to do business. For a lot of businesses, it’s how they make their first impression with B2B buyers.

Now picture yourself at the last trade show you attended. Did you make a mad rush for the people who put up the exact same booth, show the exact same products, and give away the exact same key chains year after year? Or… did you check out booths that drew you in with an intriguing message, invited an honest conversation, or offered something of real value?

It’s time to treat your website the same way you would treat your trade show booth. Here are some things to keep in mind: (more…)



15 Ways to Build Your Brand in 2015 Blog Series
What are your goals for your brand in 2015? Whether you made some strict New Year’s resolutions or have found yourself a bit behind in getting organized for the year, we can help. LePoidevin’s Merge blog is excited to launch our first blog series of 2015, 15 Ways to Build Your B2B Brand in 2015. 15 Ways is the first of several series we’ll share this year that will inspire, motivate, and energize your B2B marketing this year.

Written by our diverse team of marketing heroes, each 15 Ways blog post will offer creative and unique perspectives on putting PR and marketing tactics to practical use to strengthen your brand. Rely on the blog series to clear the clutter and provide actionable insights on the latest B2B marketing trends, research, and strategies – and how they can work for you. (more…)


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  • Wednesday, December 10th, 2014

  • Must. Love. Advertising.

    B2B Advertising and Marketing

    From time to time, I keep hearing from some people how difficult it is for them to invest dollars into advertising. And sadly, sometimes advertising doesn’t even make the cut. As advertising professionals, we get challenged with comments or questions such as: “I can save money if I don’t advertise” or “Why should I bother advertising?” YIKES!
    First, we know advertising alone is not going to gain you market share or sell your product. Instead, advertising should work in tandem with other marketing initiatives.
    Here are a few quick reasons why you shouldn’t bypass advertising:
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  • Friday, December 5th, 2014

  • Take the Stairs.

    Burn calories instead of electricity! Unless you work 30 floors up, try to avoid elevators and escalators. Simply taking the stairs to and from your office every time you arrive and leave can have a positive impact on your activity level. You can even use the stairs in your office as a convenient way to work out. If you have a few minutes, walk up a few flights and then back to your office.

    Beat the Seat Challenege

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  • Thursday, December 4th, 2014

  • Rethink your office.

    Standing desks keep employees on their feet and off their seat. But if you’re like 99% of the world and don’t yet have a standing desk, try to get on your feet as much as possible. Every morning, make it a point to stand when you read your emails. Don’t roll your chair around your office to get to your filing cabinets; use that time to stand up and move. When you take a phone call, use that time to walk around the office. Small changes, practiced consistently over a long period of time, can pay of big time.

    Standing Desk

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  • Wednesday, December 3rd, 2014

  • Have a ball.

    Sitting on a stability ball, instead of an office chair, can be an effective way to combat sitting disease. You’ll recruit more of your muscles to maintain your balance. This increased muscle engagement can strengthen your core muscles and even increase your caloric burn.

    Stability Ball at Desk

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