Thought Leadership
ABI is one of the world's leading business-to-business marketing public relations consultancies. Our thought leaders possess unique vision and strategic perspective on marketing, communications, and business that ultimately helps companies achieve new and profitable growth.
Here are some recent articles that provide insight into our thinking:
Credibility Is Key - The Difference
Jennifer Sprance, Managing Director
The Internet has made information more valuable than ever before. This is particularly true for business-to-business marketing campaigns. Unfortunately, many companies continue to support marketing programs that fail to provide customers with credible, persuasive information. In the Information Age, credibility is key.
Navigating Social Media
Vijaya Dhillon, Managing Director
From Facebook and Foursquare to YouTube and Yelp!, the number of existing social media options seems to be expanding exponentially. While social media can be an effective component in a comprehensive public relations plan, if not utilized properly, it can also be an unnecessary drain on valuable time and resources. How do B-to-B companies choose which social media outlets to use, and then how do they use them?
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Untangling the Web: Keys to Maintaining an Effective Online Presence
Sharon Corrigan, Deputy Managing Director EMEA
According to ThomasNet’s 2009 Industry Market Barometer, nearly 90 percent of all industrial buyers go directly to the web when looking for information on products and services. It’s no wonder that nearly every product manufacturer or services provider has its own website. However, this has become as standard as the business card. Simply having a website is not enough to stand apart from the herd. In order to not only contend, but thrive in today’s ultra-competitive marketplace, industrial manufacturers need to understand the importance of having a strong, positive online presence.
Private Labels Seek Packaging Innovation to Build Premium Brands
Alan Isacson, CEO
As the economy begins to rebound, consumers are loosening up their wallets and spending more on themselves and others. According to a news release distributed by the National Retail Federation, September 2010 retail industry sales increased 0.4 percent seasonally adjusted over August and 4.3 percent unadjusted over last year. This research suggests that now is the time for companies to invest marketing dollars in package design and development so their brands stand out in store aisles as consumers loosen purse strings.
Taking B2B Green: Finding Business Value in Environmental Practices
Nicole Zampino, Director, Client Services
For many years, creating environmentally friendly messaging was largely left to consumer marketing. But today, because of expanding concern for the environment, and pressures filtering through the entire supply chain, a second bottom line is evolving for many B2B companies – and it's green. Communication strategies for this messaging can be new territory for many companies, and, in some cases, can turn commonly held marketing beliefs on their heads.
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