Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Sales, at its worst, is exemplified by the stereotypical used car sales process. The high pressure, lack of pricing transparency, the awkward test drive, peering under the hood pretending you know what you’re looking for, and the hand-offs from department to department... it’s a game no one seems to enjoy.
Across industries, the sales process is flipped on its head and is now the buyer process. There’s no greater sign of change than the end of the test drive:
Tesla announced, in pursuit of at $35,000 car, the end of the test drive. Framed as a move consistent with the times, it is recognizing the shift to self-serve e-commerce, and needs the operational savings from reduced brick-and-mortar to create a mass-market product.
This move is consistent with B2B sales, as inbound marketing broadens our reach and breaks down geographic barriers. Customers are already doing their research online. But what sales skills are needed to close the deal?
Face to face is always best, but if you’re targeting by vertical instead of geography, it’s not always possible without delaying the sales cycle. Closing high value, complex sales via the web or remotely requires the same factors it always did:
The last point often boils down to giving a great demo. And without the face time, this is a problem we aren’t paying enough attention to.
A good demo is prospect driven, balanced—not too ‘salesy’—engaging, interactive, and offers unique value. It’s more than just a product description; it’s a way to build trust and share the experience of ownership.
What to avoid:
Dwelling on features that are a given or that don’t matter to your audience. For example, in a software demo, there's no need to spend a full 5 minutes on the virtues of ‘the cloud’. Already a given in this space—moving on!
What to aim for:
Great demos make all the difference—they color what it’s like to work with your company. Some of the best have thought through ways to increase engagement, with tactics like:
How do these translate to your product and sales cycle? We’d welcome the chance to offer some ideas.
We are a multi-dimensional, highly focused marketing firm that has helped companies in technical and engineering-driven industries succeed. We've been doing this for over 30 years, increasing and improving our offerings along the way. Our team's backgrounds include optics, chemistry, biology paired with a core business and marketing focus. This allows our team a unique understanding of your business, the decision makers you work with, and the engineers who will evaluate your solution.
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