The Modern Brand

for B2B SaaS, Cloud, and Technology Providers

At today’s high-growth tech companies brand has become more important than ever, but also more complex. Marketers need to target new customers with messages on how their products improve their lives. But they also have to target many other audiences. Investors need a message about how the company is positioned for growth. Job applicants need a message about how the culture offers a best place to work. And with the rise of values-based marketing, brands need to target the general public with messages about how their organization is helping to make the world a better place.

Marketers need to ensure that their messaging, positioning, and brand promise is being projected across both offline and online channels.

Corporate Communications

  • Public Relations – Earning media coverage at national, regional, tech, and trade publications.
  • Analyst Relations – Positioning leadership for your products with Gartner, Forrester, and IDC.
  • Social Media – Building a following and engaging the audience on Facebok, Twitter, and LinkedIn.

Reaching Your Audience

  • Advertising – Targeting impressions to audiences on digital ad networks and traditional print and TV media.
  • Events and Tradeshows – Exhibiting, speaking, and sponsoring virtual events and real-world conferences.
  • Websites – That tell your story, promote your culture, and educate your buyers.

Recent Articles about Modern Software Sales

Five Key Strategies for B2B Website Home Pages

There are hundreds of guides and blogs about to create content for your website, but I have seen very few on what to put on the most important page. But despite the lack of…

What Content Should be on a B2B Website Home Page?

The answer is “it depends.” If you are running a media site and want multiple visits per day from users, then the latest news or opinion articles would certainly be featured. If you are…

How to Get ROI from a Tradeshow

Tradeshows don’t generate many leads. But that doesn’t mean you shouldn’t do any marketing at tradeshows. The great thing about these events is that they gather a large number of people with similar interests…

Tradeshows Don’t Generate Leads

In my experience, tradeshows rarely generate many new leads.  Not because the sales team is hoarding all the business cards they collected at the show (marketing conspiracy theory #35).  But because buying patterns have…

Brand Hacking Strategies for Tech Marketers

Growth hacking continues to be a focus of many of the world’s fastest growing companies.  But most of the case studies on growth hacking are focused on demand generation and quickly ramping revenue. But…

Electrifying Code Names for Cloud Projects

Your company is working on a major upgrade to your cloud platform. The development team comes to you with a request for a cool project name. What do you choose? Most companies choose well…

Marketers Need Goggles for the Enterprise

A CMO walks into his/her weekly planning meeting. The first item on the agenda is the need to run a pipeline building campaign to meet the quarterly revenue projections. The CMO says “Why don’t…

The Magic Quadrant and the Million Dollar Question

Here is one of the most challenging situations in analyst relations. Gartner is publishing a new Magic Quadrant for one of the markets you compete in. Your product meets the minimum criteria to participate…

Personal Brand versus Corporate Brand

Over the past six months I have noticed the phrase “personal brand” popping up more frequently than ever before. Usually, the phrase is used in the context of a complaint about someone’s social media…


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