A Living Stone Introspective


Does your visual identity support your business goals?

If your business identity is the “personality” of your organization, your visual identity is the graphic dimension that communicates that personality to your audiences. And if there’s a mismatch between your visual identity and your brand or business, your customers and prospects may feel a subtle sense of discord – and possibly even confusion.


The value of visual branding for B2B

Why is a strong brand one of the most valuable assets that your organization can possess? Because purchasers are willing to pay a premium for a known quantity. Visual branding is everything for consumer products, or B2C – just consider Coke vs. Pepsi. There isn’t much of a difference between these products, but consumers tend to align fiercely with one or the other.


7 digital marketing trends for 2018

We’re closing in on the end of the year, and that means it’s time to take a look forward at some of the digital marketing topics and trends that are going to have a big impact in 2018. We picked 7 top trends to explore in this post.


How marketing can support sales reps in social selling

If you’re a B2B marketer working in 2017, you’ve likely switched over to an inbound marketing approach, based on the three stages in the buyer’s journey: awareness, consideration, and decision. But has your sales team made the same switch in how they sell your product or solution?


How sales can be successful in the modern age

Are today’s B2B customers empowered? Or are they overwhelmed? For the purchasers of complex solutions, such as enterprise software applications, high-end industrial equipment, or medical technology, information overload can bog down even the most enthusiastic prospect, even at the beginning of their customer journey.


Why you need a strong relationship between marketing and sales (smarketing)

We hear a lot about how the B2B sales process has changed. From push to pull, from outbound to inbound, from talking to a live person to receiving automated marketing replies …. The funnel looks a lot different now than it did 10, or five, or even two years ago.


B2B marketing & ROI: The 6 Marketing Metrics Your Boss Actually Cares About

Why is it so hard to measure ROI for B2B marketing activities? Because it is hard – B2B marketing is complex, it involves multiple parts of your organization, and it takes place over a long period of time. In comparison, measuring return on investment for B2C marketing initiatives is easy. You run an ad, you observe the impact on sales. Or you monitor the path from first contact with your...


How to create a B2B marketing plan that drives sales

Is your primary B2B marketing goal to drive sales? Probably – but unless you define it more specifically, it may be hard to achieve. Eighty-five percent of B2B marketers cite lead generation as their most critical marketing goal. But to choose the goals that are most relevant for your organization – whether it’s B2B lead generation, closing sales, or improving customer satisfaction - you need...


How to define SMART marketing goals

If you’re a B2B marketer, you already know the most important thing about setting goals – it looks easy but it’s really quite hard. Anyone can toss out a random number – for leads, sales, website visitors, followers or any other metric – but unless it’s based on relevant, specific information, it’s just that – a random number.


How to measure the success of your customer reference program

You’ve launched your customer reference program, and created several reference cases – now how do you measure the results? Just like all your other initiatives, you need to be able to measure the return on your marketing investment. 

There are many different measures that you can use to gauge the impact of your customer reference program (CRP). Here are a few examples:  


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