Serial B2B marketer with 12+ years experience. Executive leader. Website redesign survivor. CFO relationship builder. Believer in OKRs and experienced in exceeding KPIs. Lead marketing for acquisitions, market growth, repositioning and more.
So, you're thinking of or will be rebranding? Having successfully completed several B2B rebrands and refreshes of my own, I will walk you through the early and key considerations to make when embarking on a rebrand process, common mistakes and pitfalls to avoid, as well as discuss setting expectations internally, team/support needs, and reviewing any resources, partners or tech you may need or want to implement in the coming weeks and months of your new endeavor.
Getting the right folks in the right seats "on the bus" is always a challenge in marketing. What do you outsource, what do you keep in house, can processes solve the challenges instead?
During our time together we will discuss your current departmental structure and tech stack to find the key areas of opportunities, critical roles to help you achieve your goals and what processes or platforms you need to implement today, next quarter and or next year.
When modernizing your brand, whether its a brand refresh or a full rebrand, your content positioning, look and feel, and values must be translated seamlessly to your sales proposals and presentations. Often times, sales proposals are often overlooked during the rebrand process or are updated at the very end.
I will work with you to help translate your brand revisions and guide you through key considerations for your sales proposal including (but not limited to), using a SAAS based solution vs. PPT, design considerations, content tonality and key messaging, common missteps and pitfalls in sales proposals and next steps to position your changes (as needed) to internal stakeholders.
The measuring of marketing's effectiveness is no small feat. Setting tangible, measurable and impactful objectives rest on every marketer's shoulders. In our discussions, I will walk you through best practice examples of marketing objectives by year and by quarter as well as how to effectively write measurable KPIs for each one. We will also discuss taking departmental OKRs and assigning accountability within your existing team.
Websites are the very heart of marketing. It's the central line connecting all integrated efforts. When going through a redesign or a rebrand the decisions you make from the back-end platform you select to the front-end copy and design can make all the difference in the speed and efficiency to which you hit your KPIs and revenue goals post launch. I will work with you and share my insights, learnings and best practices when it comes to embarking on a website redesign. We will review your objectives, discuss your measurements of success and next steps to help you through a successful website launch.
A few tips I would add as well is to make use of the additional features a company linkedin profile has to offer, specifically the "Events" listing. If you are doing live or virtual events the "Events" listing on your company profile allows you to invite and tag the speakers you have coming to your event.
It also comes down to the content you're offering. In my experience you will want to share original content more than content written by others, even if it's industry related. Blog posts have always done well for me as well as case studies and brief research posts.
I would also recommend testing animated gifs to go along with your content offers, movement in your posts can cause scrollers to pause on your post and pull them in. Video is also a great option, especially if you apply for the LinkedIn live stream.
Hope this is helpful, feel free to reach out if you have more questions or would like to talk further!
