There’s a tendency in B2B companies to assume that trust is built during the sales process—on calls, in presentations, during technical reviews, and eventually in the proposal. That’s where most sales teams focus their energy, and understandably so. Those are visible moments. They feel like progress. But in practice, the decision about whether you’re worth engaging often happens [...] Read More
Digital marketing is the most efficient means today for any business-to-business (B-to-B, aka B2B) company to reach their customers and prospects . It’s affordable, specific, easy to use, trackable, and scalable. But with so many organic and paid tactics available, the task of evaluating where your marketing budget is being spent most wisely, and providing the best ROI, can be daunting.
In [...] Read More
Case studies are a cornerstone of effective B2B marketing. They validate expertise, establish credibility, and offer prospective clients a tangible vision of success. But if you’ve been in this game long enough, you’ve likely had a promising case study meet an untimely demise—crashing into a wall of legal restrictions, customer hesitations, or internal politics.
I’ve been [...] Read More
Looking back on my career as an agency owner and fractional CMO for several B2B high tech companies, I feel very fortunate to have been entrusted by many founders and tech execs to lead their marketing campaigns. Designing and building websites, creating ad campaigns, creating engaging tradeshow experiences… it’s a pretty awesome job. I’ve even been lucky to play a critical role [...] Read More
As the digital landscape evolves, so too do the image size requirements for social media platforms. Staying on top of these specifications ensures your visuals are accepted and look right once posted. Each image should be crisp, professional, and perfectly suited for each platform.
Below, we dive into the 2025 image size requirements for Instagram, X (formerly Twitter), Pinterest, Facebook, and [...] Read More
In the high-stakes world of high-tech B2B marketing, grabbing attention and driving engagement are more critical—and challenging—than ever. Your audience is busy, often inundated with dense technical content, and has little patience for visuals or messaging that miss the mark. That's where typography comes in.
Inspired by the bold styles of HBO and National Geographic, dynamic typography [...] Read More
In the competitive world of B2B tech marketing, differentiation is key. Buyers—whether they’re CTOs evaluating new software or procurement teams investing in enterprise hardware—seek products they can trust. One proven way to build trust, generate demand, and highlight value is through ingredient branding.
Ingredient branding is the practice of promoting a key component, technology, [...] Read More
Trendspotting: Watch how "Mocha Mousse" seeps into your everyday 'feed'
One of the most exciting aspects of creative work—whether it’s in design, branding, or marketing—is trendspotting. It’s a bit like detective work, sifting through what’s new and notable to uncover the threads that tie seemingly unrelated projects together. Fonts, colors, [...] Read More
Introduction: The Economy Isn’t Just About Numbers
For centuries, the economy has been one of the primary ways societies measure their prosperity, stability, and growth. It’s a topic we hear about constantly—in the news, from politicians, and in everyday conversation. Yet, for all its visibility, the economy remains a subject that many people only partially understand. Numbers [...] Read More
As we move into a new era under President Trump’s leadership in 2025, it’s an ideal moment to reflect on what the American brand means today—and what it could mean tomorrow. For generations, the idea of America has stood as a powerful symbol worldwide: a land of freedom, resilience, and opportunity, where the pursuit of happiness is not just a right but a deeply embedded part of the [...] Read More
I’ve always had inclination to look at history’s trajectory. And today, the fears many have about where our current state of politics might ultimately lead for government in America are reasonable. For me, understanding this development as a logical chain of events tied to fundamental aspects of human behavior and group dynamics, sheds light on why the political climate today [...] Read More
To our future leaders in both the government and private sectors:
As you prepare to lead our nation through the decades and centuries ahead, for ourselves, and our children, there can be no greater need than our need to unify as a nation under a singular identity of what it means to be American.
And the opportunity to do so is right in front of us in the chance to reverse the trend of offshoring [...] Read More
When your great content is in front of the right engineer at the right time, he/she will engage. There's no need to send out the trawler and use a big wide open funnel to gather whatever you can catch. In 2024, we can be smarter and more patient than ever. Some are calling it revenue marketing today, others are still calling it sales-driven content marketing. To me, it's common [...] Read More
Getting any type of B-to-B prospect engaged in marketing content takes constant refinement and insight on what triggers the best response from each type of persona. What we’ve learned at Strand over the last 25 years of marketing to electro-mechanical design engineers, is that to them, knowledge is power. They’ll only stop to download something if they truly believe the investment in time [...] Read More
While still in its relative infancy, artificial intelligence (AI) is successfully aiding search engine giants, like Google, with scanning, organizing, and prioritizing billions of pages on the web and helping them serve up content solutions in milliseconds to all of us every second of every day. At the same time, AI is enabling digital media companies to automatically generate enormous [...] Read More
Are you missing email notifications from your website? Are you not receiving sales requests? Are your email campaign bounce rates suddenly high? These email bouncing and blocking issues happen. And the "web guy" is often the first to field the call. But from our research, it's rarely their issue at all. More often than not, email outages are a result of non-website-related [...] Read More
Mobile searches have consistently been on the rise for our B-to-B clients over the last 5 years, averaging 10% of all traffic. (Worldwide, mobile internet usage has actually just surpassed desktop searches.) But while it's important to offer the best user experience (UX) to your mobile visitors, it's the impact on your search engine optimization (SEO) that should have you [...] Read More
As long as there has been SaaS marketing automation software companies which have been offering to ease the creation and execution of your inbound, digital and/or content-driven b-to-b marketing campaigns, there has been a debate over whether the use of a subdomain by your SaaS partner company (presumably with your permission) hurts your search engine optimization results. This is particularly important [...] Read More
Creating a winning website can be your greatest achievement, or your biggest downfall if not crafted correctly. In a fantastic webinar by Trew Marketing, the steps to creating a winning B2B website are layed out on a silver platter.
Here at Strand, we follow these steps immensely as we craft each of our clients unique website from start to finish. We think its not only important to have a [...] Read More
In a great article by Chief Executive, emerging technology is discussed. Jumping on the tech wave is the best thing you can do for your companies success. Today, big corporate executives are dismissing emerging technology and disrupting service providers. This can lead to misreading important market trends that can be valuable to your company.
There are two trends riding the [...] Read More
Ever wonder the difference between a domain name and hosting? In an article by Industrial Marketer, they dive into the distinction between the two.
What is a domain name?
A domain name is purchased through, what is referred to as a registrar. A domain name is similar to having a phone number. Much like you need a provider to receive phone calls at your phone number, [...] Read More
In a recent White Paper, Industrial Equipment News (IEN) begs and then answers an age-old question for high tech and industrial product marketers: “Should you hunt down potential customers and present your brand message, or are you better off trying to “pull” interest by developing content that lures potential business your way?” From Strand’s experience, any successful [...] Read More
Industrial and Technology business-to-business (b-to-b) companies have a unique sales cycle. As a result, they require unique web marketing tools that resolve the challenges presented by SaaS tools built for all companies. SaaS companies like Magento® and Kentico®, and open-source solutions like Drupal® and WordPress® provide few flexible alternatives to allow a catalog-driven [...] Read More
There’s obvious benefit to anyone who’s chosen to make a marketing career in any given business niche. In addition to building the best business relationships and friendships, years of observation allow you to witness the repetitive patterns of the prospect. As the patterns become predictable, you can leverage that insight to build creative and efficient sales lead generation systems. I [...] Read More
How Are They Different?
A mission statement is different from a vision statement in that the former is the cause and the latter is the effect; a mission is something to be accomplished whereas a vision is something to be pursued for that accomplishment.
The mission statement helps to define your business and determine your brand. It’s about clarity and focus. It helps your customers understand [...] Read More
On July 18th, 2017 IEEE Globalnet put on a webinar called Digital Media Use in the Industrial Sector. Speakers included: Linda Uslaner (Director/Product Management at IEEE GlobalSpec Media Solutions), Jennifer Corcoran (Portfolio Marketing Specialist at IEEE GlobalSpec Media Solutions), and Bryan DeLuca (Senior Director, Audience Development & User Experience at IEEE GlobalSpec). I found the webinar [...] Read More
WordPress has long been known to be the number one content management system (CMS) being utilized on the web. A primary reason has been the web development community’s overwhelming adoption of open source coding. Basically, a share and share alike philosophy. According to W3Techs most recent survey, this philosophy has WordPress now powering roughly 28.1 percent of all websites in the world. [...] Read More
Google will soon call out all websites (not just e-commerce sites) for not being secure if they do not switch to https. But what is https and why is it so important to Google now, even on sites that don’t accept highly personal information, such as credit card data?
What Is Https?
Https (Hypertext Transfer Protocol Secure) is an internet communication protocol that protects the integrity [...] Read More
“Boston is a logical location for a company seeking to marry manufacturing with advanced technology,” stated General Electric Chairman and CEO Jeff Immelt, who went on to say, “Massachusetts spends more on research and development than any other region in the world, and [Boston] attracts a diverse, technologically-fluent workforce focused on solving challenges for the world.”
Mr. [...] Read More
In our last blog we celebrated December as "Made in America" month and cited the fact that manufacturing, especially high-tech manufacturing, is headed back to the U.S.
We listed the reasons for this turnaround: higher offshore wages with Chinese wages climbing at 15 to 20 percent each year; lower U.S. energy costs; a higher degree of American skilled labor; fewer transportation and [...] Read More
Link Building vs. Link Earning
You are probably familiar with the term link building; the process of acquiring links from other websites that direct to your own in order to increase visibility. What you might not be aware of is the transition in SEO from link building to link earning. Link earning is similar to link building in that you strive to get links from other sites that direct back to yours, [...] Read More
It’s echoed around the globe a million times a day: “Did you see that video on ….” And yet you’ve only mustered a quick YouTube channel, a few iPhone videos of the factory, and maybe an interview with your QA guy, Bob. What’s up with that? Yes, good professional video marketing is hard. But so was learning to ride a bike at first. So get ready for your close-ups.
Capture [...] Read More
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