Knowledge Studio

Which is more important, brand or product? Let's tackle these one at a time ... and please feel free to chime in wherever I've missed something. Saving product for next week, let's examine how your company's brand helps your go-to-market teams (marketing, sales, business development, partnerships) generate revenues faster. Popularity. The more popular your brand is, the more likely a new buyer is to give you a chance. Open rates are higher, social engagement is higher, and meetings are easier to book from cold outreach. However, brand popularity must be matched with an easy purchase or trial experience to really affect conversions and revenue. e.g. Netflix. An added bonus of being popular is that your audience is also more likely to forgive you when you're wrong. Of course, you'll need to redeem their trust, but even that is easier when you're popular. Credibility. If your product delivers a key capability for your customer's success (as all great products do), popularity can't make everything you deliver credible. e.g. Apple. Your clients rely on their internal experts when they need to make an important purchasing decision. For these experts, credibility is everything. Their reputations and their jobs relies on their ability to deliver with minimal failure. Thus, when you're investing in your company's brand, balance your popularity with fact-based credibility. Because the most reliable solution commands the highest price. The good news is that with a little creativity (and a lot of luck), your credibility can boost your popularity. Thereby easing your go-to-market team's efforts to reach new buyers. So, until next week, here's my question for you ... Can a truly bad product have a good brand?

And we’re taking off again! ?? This time for a busy client event just steps away from Disneyland Resort. 2024 has been an extraordinary year for our teams at Lead2Pipeline and Knowledge Studio. Marketers, and especially events, are making a huge impact right now. Let’s make the most of December, folks! ?? #worktravel #marketingprofs #eventprofs #anaheim

Can work connections become your friends? If you're lucky (like I've been), the answer is "Absolutely!" It's hard to explain how much fun we had at this dinner full of expert marketers at #B2BMX East. Thank you B2B Marketing Exchange for bringing this diverse group of experts together in in Alpharetta, Georgia. ?? From Catie Ivey's magnetic personality to ????Mason Cosby???? insisting he'll only eat meat. From Pam Didner's ability to make a personal connection with each of us, to Erika White Crutchlow's surprise at getting her beloved eggplant for dinner. From Sophia Agustina and Margaret Safford's hilarious sense of humor to Glenn Landauer's effortless charm. From Nathan Lenyszyn and Stacey Marler's insightful conversations to Sara Anderson's beautiful transparency. From Michelle Hanley and Crystal Hoecker's demand gen expertise to Liz Farquhar and Evan Cox's extensive marketing knowledge. From Ishita C.'s wonderful questions to Davis Potter's expert explanations. And of course, to top it all off, Sean Tuohy's humor and ability to listen and respond to everyone, all at once. I may be leaving Georgia today, but I'm taking some wonderful new friendships with me. ?? Thank you all, we must do this again. ?? #marketingprofs #demandgen #abm

WARNING: This is a "Papa Day" post, and therefore not related to work ... How do you raise smarter kids? By making them Einstein Pancakes, of course. Always eggless and full of love. ?? #dadlife #pancake #alberteinstein #saturdaymorning #breakfast The Krusteaz Company Image credit: Wikipedia, the Free Encyclopedia

B2B growth marketing friends. If you'd like to go to INBOUND 2024, please enter this giveaway contest to win your free ticket! ?? One lucky winner will be announced on Friday, Sept. 13. Good luck! ?? #marketingprofs #growthmarketing #eventprofs