The Signal
Brand strategy insights positioning, alignment and growth for B2B leaders, minus the noise.
Most of your market isn’t ready to buy. Brand decides who they call when they are.
At any moment, only about 5% of B2B buyers are in the market. Brand is how you get on the shortlist of the other 95% before they start looking.
You know your product. Do you know your buyer?
Most leadership teams believe they know their buyer better than they do. The fix isn’t more internal debate. It’s listening to customers and building positioning from their words, not yours.
Ideal Client Profiles (ICPs) vs. Buyer Personas in B2B Marketing
In B2B Marketing, Ideal Customer Profile (ICP) and Buyer Persona are two terms that often get confused. While they might seem interchangeable, the nuances between these two concepts can be the difference between scattershot marketing and laser-focused campaigns that actually convert.
How to Conduct a Quick and Easy Brand Audit: A Checklist
You've probably heard the phrase "knowledge is power" before, and it couldn't be more true when it comes to conducting a brand audit. With these easy steps, you too can stay on top of your game.