our model

We’re not just another agency – we're your communication STRATEGISTS.

Think

First we Think, articulating clients’ corporate and product messaging to most effectively resonate with their target audiences.

Plan

Then we Plan, developing a consistent communication strategy to support clients’ business objectives, growth targets, and market expansion.

Do

Finally, we Do: creating content for delivery across multiple channels, from media relations and conferences to social media and SEO, to drive measurable results.

Think

It seems simple, but many fail to effectively communicate how they address their buyers’ pain points; unclear, tech-heavy, or fragmented corporate or product messaging can alienate prospective clients. We help you articulate who you are, and how you solve your audiences’ challenges, carving out your differentiators in your respective sector.

First, we get to know your business by learning about your strengths, weaknesses, plans, objectives, and goals.

We then identify potential customers and their pain points, overlay our industry knowledge to build buyer personas, and determine value propositions that resonate with each audience.

The result is a clear, comprehensive messaging and positioning proposition – giving you a new perspective on your addressable market, business, and marketing approach.

Industry Analysis

Buyer Personas

Brand Story Development

Messaging Framework

Plan

We don’t develop content for content’s sake. An effective content strategy delivers the right message, to the right people, at the right time, through the right channels, to drive the right results. Building from your core messaging framework, we develop a comprehensive communication strategy that resonates with your audience and supports your business goals.

We develop a comprehensive strategy to support business objectives with a clear, refined value proposition and impactful, results-driven messaging.

We develop a calendar of topics addressing buyers’ enterprise-level pain points and opportunities, educating prospective buyers about your services.

We align our strategy to support buyers’ decision-making processes, while developing broader market education and building awareness.

And, because we understand our clients’ buyer needs, we consider their sales pipeline development to reach new buyers and help move them through the sales funnel faster.

Content Development

Communication Strategy

Sales Enablement

Business Development

Do

The days of influencing customers through a single channel are over, and it’s no different when it comes to B2B communications.

You want to make the most of your PR and marketing investment. We want to develop campaigns that meet your business objectives and drive business growth. Armed with a communication and content strategy that understands and addresses your buyer pain points, and an account team that understands your business and objectives, we develop and deploy content across relevant channels, for results we can attribute.

PR + MEDIA RELATIONS

We’re well known for our work and expertise across the PR landscape, because we know what our network of journalists are looking for and when. With an extensive array of relationships across local, national, trade and sector publications, journalists trust us to connect them with opportunities of real value. In turn, we drive relevant media coverage and valuable visibility for our clients - driving measurable results.

THOUGHT LEADERSHIP

We never underestimate the power of insight-led content. We leverage our clients as Subject Matter Experts to explore topics that resonate with their customers and prospects – positioning them as the thought leaders they are. Through articles, blog posts, social media discussions, and opinion pieces targeting relevant audiences, we create purposeful content that drives discussions and results in business outcomes.

INDUSTRY ENGAGEMENT

We work hard to get our clients in front of customers and prospects. Through long-standing relationships with trade associations and conference organizers worldwide, we’re able to shape agendas, develop workshops, and secure speaking roles for the events we know clients’ buyers are attending. We also work behind the scenes to facilitate face-to-face meetings with prospects and journalists to maximize media coverage and new business opportunities.

DIGITAL MARKETING

Digital marketing and media relations all share a common objective: to put the right content in front of the right audience at the right time. We amplify content through SEO, paid and owned social media, digital advertising, and lead generation, allowing us to expand clients’ reach and control the buyer experience, no matter the channel.

BUSINESS INTELLIGENCE

Our team of industry experts ensure we stay abreast of industry trends, so we know what kind of content clients’ buyers need during the decision-making process, and how to get this in front of them. From industry insight pieces to white papers and infographics, we develop insight-led research pieces that provide real value and inform business decisions.

Bridging the B2B Content Marketing Trust Gap in 2021

Bridging the B2B Content Marketing Trust Gap in 2021

Not too long ago, there was a famous political phrase emanating from the White House. I’m not talking about President Trump’s “build the wall,” rallying cry, or President Obama’s frequent use of the term “optics,” or even his first term, “beer summit.” Remember that?

Nope, I’m talking about Cold Warrior-turned-Peacenik Ronald Reagan and his favorite Russian proverb, “trust, but verify.” Or, for our Russian readers: Doveryai, no proveryai. In the second half of the 1980s, trust, but verify became something of a new Reagan doctrine – a phrase he quoted so often its usage would annoy Mikhail Gorbachev, the eighth and final leader of the Soviet Union. Later, President Clinton would use the phrase too. Today, a quick googling confirms “trust, but verify” is alive and well; it’s used as shorthand in situations well beyond politics.

Trust, but verify. What?
But what does the phrase mean? And what does it mean for B2B marketers in a pandemic-inspired remote work culture? Definitionally, “trust, but verify” means pretty much what it says: to trust someone on good faith. But to verify that trust (through actions) independent of that trust. While the verify part of the sentence seems as healthy as ever – marketing campaigns, social media metrics, Google page rankings, agency ROI, and click-through rates are as easy to track as before Covid-19 – what about trust?

Like many businesses, establishing (or re-establishing) trust is proving a little more complicated. That’s because the ways we trust largely through tangible personal and physical connections have been severely disrupted. Traditional handshakes and in-person onboarding? Gone. Ditto large in-person PR pitches, trade shows and launch events. Even the social cues of a friendly smile or a well-timed laugh are lost in translation. Virtual everything became the pandemic’s first vaccine. It seems increasingly likely that at least some form of work-from-home and, by extension, network and lead generation from home-or wherever-will become the new normal, too.

According to a survey from Enterprise Technology Research, the number of workers permanently working from home is expected to double this year. A recent Gartner CFO survey also found that 74% of companies plan to permanently shift their employees from in-person to remote work once the pandemic ends.

As B2B marketers, how do we grow when attracting, retaining and engaging customers is harder than ever, and we haven’t focused on building trust and loyalty, at least in a traditional sense?

I know our agency isn’t alone in this concern. As if proving the point: data from the Content Marketing Institute reveals that 81% of survey respondents have building trust as a goal in their content marketing strategy this year, up from 66% just two years prior.

Employing olive branch diplomacy with clients
One possible solution is to flip Reagan’s proverb on its head. Instead of “trust, but verify,” why not “verify, but trust.” That means a re-doubled effort to meet our clients where they are. Not in a physical space, per se, but the virtual one, while keeping in mind quality content tailored with pandemic-appropriate messaging. You could call it a form of olive branch diplomacy as clients verify we’re meeting them where they are, building trust one successful campaign after another.

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Vanessa Horwell

It’s our team of specialists

We launched ThinkInk to fill a significant marketplace void: the lack of specialization across the PR agency landscape, and no communication partners driven by top-line business growth.

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