Although the name may be relatively recent, the concept of account-based marketing (ABM) has been a B2B strategy for food ingredient marketers for many years. Put simply, it’s a strategic approach that targets the most important accounts, whether existing customers or not, and personalizing content and marketing tools to address their needs. If your food […]
Sales and Marketing Teams of the World, Unite! Read More »
Food ingredient companies are embracing the benefits of automated, online sampling request tools with features aimed at a new generation of buyers who value expediency and expect a quality user experience (UX). McKinsey reports that 71% of B2B buyers prefer remote or digital self-serve interactions when evaluating suppliers. They want to research and sample products in
Think Everything Through When it Comes to Your Online Sampling Program Read More »
Making Your Website Work for You Beyond SEO Search engine optimization (SEO) is the holy grail for many companies. But it shouldn’t be the only website design metric you pay attention to. Good SEO can only help potential customers find your site. It can’t make them buy from you. Google Analytics Google Analytics offers incredible data about your website, but it’s only useful if you do something with it. We recommend creating specific, measurable
Smarter Website Design Read More »
As your company prepares for this year’s slate of trade shows and conferences, the pandemic continues to cause uncertainty. Event organizers will work hard to keep everyone safe, but flexibility will be key as changes occur. Some ways they may be impacted include: 1. Travel or event restrictions 2. Limits on attendance 3. Cost and staffing Each of
Preparing for an Uncertain Trade Shows Landscape Read More »
Show your customers application ideas that get them excited to do business with you and demonstrate you’re thinking about their business. Recently, I was invited to sit in on an in-person presentation given by one of our food ingredient clients to one of their customers. By witnessing our client’s sales team “in action,” I knew
The Power of Personalization Read More »
COVID-19 shook up industries in ways that were unexpected, causing businesses to rethink how they ran their day-to-day operations. During the unexpected downtime that followed, many companies used the time to stay nimble, rethinking elements of their brands, messaging or marketing strategies. It’s likely that the new year will see a slew of rebrands, as companies try to
Why 2021 Will Be the Year of the Rebrand Read More »
As B2B food ingredient marketers, we’re keeping a close eye on food businesses in the United States as they begin to reopen their doors and tracking the effects of the pandemic to continue offering you valuable B2B communications insights. Reevaluating B2B Communications One such business, Kraft Heinz, recently announced it has “significantly reduced production” of
Re-Evaluate Your B2B Communications Read More »
Having a PR team that shares your passion for the industry can help you generate awareness about your company, position your team as a resource and build credibility. Deb Murray Food industry leaders and marketers know the importance of effective public relations (PR). From press releases to talking points that prepare your team for media
5 Benefits of Working with a PR Partner Read More »
Crisis communications should not be taken lightly, especially in the food and beverage industry. Food and beverage companies, including ingredient companies, face major reputational risks when hit with crises, such as environmental contamination, food safety recalls, workplace emergencies and governmental investigations. It’s important to anticipate these situations early and have a clear set of strategies
Effective Crisis Communications Strategies for Food Ingredient Marketers Read More »
A new generation – Gen Z – is beginning to exert its influence on the consumer landscape, making waves across all industries, including food and beverage. It’s essential for food ingredient companies to understand their purchasing behaviors better in order to help position their customers’ marketing efforts for success. Ways Gen Z Consumers are Driving
Gen Z’s Influence on the Food and Beverage Industry Read More »
