BUSINESS-TO-BUSINESS
We understand that the sales cycle for many B2B companies may be significantly longer and multi-leveled than in the B2C arena, and that many B2B marketers are serving highly niche and expert audiences. As a full-service B2B marketing agency, we have vast tools at our disposal to help B2B clients locate, engage, and move even the most discrete and discerning prospects through a more complex sales cycle.
Approach & Perspective
\A post-pandemic shuffling of the B2B marketing mix is better balancing the art and science of selling, and more B2B marketers are bucking the stiff-lipped stereotypes of white paper and webinar. Falls & Co. helps B2B clients break through with depth of expertise, breadth of tactic and strength of message.
Trends Impacting the Industry
The Line Between B2B and B2C Blurs
Business-to-business outreach has a reputation for being the buttoned up, left-brained brother to more creative and intuitive business-to-consumer campaigns. But the buyers in Sourcing and Procurement are human, too. And they also make purchase decisions based on emotion (even if they believe otherwise). This has profound implications for B2B marketers who focus their messages exclusively on functional product benefits. Reputation, esteem, relationship and purpose are powerful drivers of B2B brand loyalty. Advantage savvier brands who use emotional storytelling to connect with their business customers and tap more directly into proven buying triggers.
B2B Marketing Finds Digital First
One of the most significant changes underway in B2B marketing is the shift to digital-centric marketing and advertising tactics. In 2020, B2B brands lost their go-to tactics of field marketing, conference and trade shows and outside sales. The B2B world had to pivot. Targeted, mobile-friendly video advertising and virtual events replaced many legacy sales tactics, and they continue to play a growing role in the post-pandemic marketing mix. B2B strategist also are finding new ways to leverage social, search and programmatic display. The science of SEO is finding its stride alongside the art of the sell, and marketing automation is helping more B2B brand target, retarget, and optimize their marketing message.
Thought Leadership Broadens Brand ROI
Today’s buyers have a growing appetite for and access to knowledge. In response, B2B marketers have adjusted their content strategies to focus on educating as well as selling. A holistic view of the B2B sales journey is driving marketers to measure success by more than lead generation, conversion and renewal. Industry expert content differentiates your brand by offering new ideas and education, engaging prospects until, and long after, they make a purchase. Falls & Co.'s agile approach delivers topical, meaningful content that highlights your brand’s expertise every step of the way.
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Brands Look Inward to Promote Their Purpose
In his groundbreaking book Start with Why, author and speaker Simon Sinek discusses the importance of organizations identifying and promoting their purpose—why they do what they do. While a revelation to many in the business community, it has long been a cornerstone of brand planning (often referred to as a company’s reason for being). Its power comes from the fact that people develop trusting relationships with brands, and those relationships are formed largely out of a shared purpose. For Millennials and Gen Z, this is particularly important. Through careful planning, a strong brand foundation supports every aspect of a company’s marketing communications program.
Insights & News
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Falls named to Forbes America's Best PR Agencies for 2021
Falls is proud to be named to the Forbes list of America’s Best PR Agencies 2021. This prestigious award is presented by Forbes and Statista Inc., the world-leading statistics portal and industry ranking provider.
How do I get the most out of my agency relationship?
It may sound cliché, but to get the most out of your agency relationship, treat your agency like a partner. Don’t hold them at a distance or withhold critical information from them.
Falls earns 13 PRSA Cleveland Rocks Awards in annual competition
Falls was honored once again at the 18th annual PRSA Cleveland Rocks Awards, a competition that recognizes the area’s best in marketing and public relations.
Falls expands, renovates headquarters in downtown Cleveland
Falls is excited to extend our lease and add 9,600 square feet of office space to our headquarter office in the Terminal Tower in Downtown Cleveland. After merging our two companies – Falls Communications and Falls Digital – and acquiring Wyse Advertising, the firm is adding the additional space to accommodate growth.
Get In Touch
Talk with one of our experts. We would love to hear about your business challenges.