What’s On Our Mind

Collateral vs. white paper: What’s in a name?

It’s a pretty safe assumption that your marketing plan deliverables list includes collateral and, frequently, white papers. But exactly what is a white paper? Lately, we’ve noticed a trend toward conflating the definition of a “white paper” with all kinds of other collateral. Set the proper expectations The truth is, the term white paper has been hijacked, and we think it’s time t

The Art and Science of Typography

Typography. It’s an indispensable part of good design. It’s as important as the colors, images and graphics that you use. And done skillfully, the right typefaces can have a significant impact on how your design is perceived. Both an art and a science, every typeface is unique in its letter shape and forms—that’s the art. The science is that we gain comprehension from it when reading

Style Matters: What’s New in AP and Chicago Style Guides

Is it e-mail or email? Internet or internet? Hyphen or not? In many cases, it depends on what style guide you’re looking at. While many companies have their own style guidelines customized to their business needs, some don’t, and they instead rely on popular references like the Associated Press (AP) Stylebook and the Chicago Manual of Style. Even businesses with their own style guide

Do Your Customers Understand What You’re Talking About?

Technology marketing and sales materials are typically full of complex terms, buzzwords, acronyms, and other insider vocabulary. Internal subject matter experts are often the driving force behind this, wanting to showcase their expertise and demonstrate the company’s technical competency. Unfortunately, most of your customers are not likely conversant with this jargon, resulting in communicati

4 Reasons to Refresh Your Logo

Your logo: it’s single most important job is to represent your business. To that end, it’s the anchoring identifier of your organization. If it’s well-designed, it will be memorable and one of the first things that come to mind when someone thinks of your business. Over time, your customers will come to attach meaning to it through their interactions with your people, products and services

Why You Need Video in Your Marketing Strategy

For many customers, seeing is believing. That’s why 64% of customers are more likely to buy a product after watching a video about it. Videos can often be more entertaining and less of a commitment of time and energy than reading a web page, article, or other form of text content on the topic. If the video piques your customer’s interest, that customer is more likely to delve into company

Three Ways to Improve Your PowerPoint

Sometimes, presenters overload slides with too much text. They forget about the built-in visual features that PowerPoint offers to improve design and flow. While both content and design need to capture and keep your audience’s attention, we’d like to highlight a few of PowerPoint’s great visual design features. Used the right way, these visuals can support your message by creating associ

Getting Chatty: How Chatbots Can Help You Keep Customers Happy

I recently shopped for software, found some tech help, scheduled a ride and discovered a great recipe for couscous, all with the help of chatbots. For the most part, the chatbots helped me find what I needed much more quickly and easily than I would have navigating a website, making a call or even using a company’s app. “A chatbot is a computer program designed to simulate conversation w

3 Keys to Writing Great White Papers

There’s a lot of talk about white papers, and with white papers, there’s a lot to talk about What we know today, based on research, is that white papers are by far the most requested piece of collateral either through standard channels or through social media sites. We also know that white papers, more than any other form of marketing communications in the technology world, communicate

Marketing to Gen Z: Keep It Brief, Tech-Savvy and Real

They’re hard-working, focused and fiscally responsible. They’re also independent, tech-savvy and entrepreneurial. Their social media habits are similar to those of Millennials, the generation before them, but they frequent different sites and care more about their privacy. They tend to be socially conscious, and they want the brands they choose to be the same. Meet Generation Z, who, a