Should My Company Continue Marketing Through the Coronavirus Crisis?

As the Coronavirus (COVID-19) continues its grip on the United States and other countries around the world, I want to share some thoughts on the importance of maintaining your company’s communications to customers at a high level during this challenging time in the world. The coronavirus is impacting our daily way of life throughout the …

What Is Inbound Marketing [and How Does It Elevate Your Company’s Brand]?

Throughout your career as a marketing manager, you are often challenged by finding new ways to engage your customers with your company and connect with them so they will ask you for more information about your company’s product and services. This is a day-to-day challenge for many marketing professionals and in today’s business world, traditional ...

Translations for the Security Industry: 5 Key Issues to Avoid

We know the story: you as the marketing manager of a company in the security industry have been told that it's time to explore the Latin market. So, it's time to translate your collateral materials, customer stories, whitepapers, press releases, and more. You have two options: ask your Latin sales manager to translate all the ...

Content Marketing, Why Is It Important for Brands?

Do you want to build a rock-solid relationship with your prospects (to later turn them into customers) and customers (to later turn them into promoters of your brand)? Then, the production of valuable and relevant content without directly mentioning or promoting your brand is definitely a winning strategy. As a marketer, strengthening the relationship between ...

Get to Know Adobe, the Titan of Creativity

In the current market, be it technological, industrial or scientific, businesses with the highest sales are almost always client favorites. As a result, small businesses that study their markets are always looking for opportunities to position themselves next to these big fish and become their direct competition. Nowadays, the competition to become the best in …

7 digital marketing trends for 2018

Content is the gasoline to every desired, planned and implemented strategy in digital marketing. It can be key in getting to know our audience and in understanding their preferences in relation to the products and solutions that we offer. The transformation of digital tools ensures that new, innovative ideas arrive each year to help develop …

The Principles of Public Relations

Before discussing the principles of public relations, we must answer the question: “What is PR?” Among the variety of definitions that have risen over the years, we’ll take the liberty of quoting Edward Bernays: “The expression ‘public relations’ has three meanings: first, information that is presented to the public; second, the construction of strategy that …

Have you heard of storytelling?

  Storytelling is no more than the art of telling stories. All businesses and companies, even the smallest, have stories to tell. These recounts can inspire many clients, and can therefore be key in forming a close relationship between a company and its consumers. This being said, storytelling has always been a heavily used technique …

Graphic Design Trends For 2018

  To start, it is necessary to define the meaning of the word “trend”. It can mean an idea, inclination or current that influences a specific population with the purpose of offering a direction for the development of innovative and functional products. When we talk about trends we can also refer to that own style …

Do You Know What Social Listening Is?

What is Social Media Listening? Social Media Listening is the art of listening. The process consists of identifying conversations, comments, opinions and tastes of followers, customers, competitors and leaders from different industries. Through these inputs, we can measure the impact of a brand or organization and thus we can identify what our followers are talking …

My five tips to engage the hispanic construction market

Endless rivers of ink have been written about the importance of engaging the Hispanic market, and it makes sense given the purchasing power and the consumption trends easily attributable to this group. Despite all the arguments and reasons that have been espoused by Chambers of Commerce, Professional Trade Associations and Think Tanks, it seems that …

I really had to write this post… Don’t be afraid of blogs

Ask yourself a question. Are you one of those marketing/sales managers who think that blogging is for journalist wannabes or technology experts? Even worse, would you like a blogger to write about your product to position your brand among her circle of influence? Well, as marketing/sales manager of a electronic security, A/V technology, HVAC or …

5 Tips to Improve your B2B PR Campaigns

It is no secret that the communications and marketing world has changed forever. Brands, even those in B2B markets, are speaking to new generations and to new groups of people that understand business in different ways than previous generations. Having said that, it’s important, now more than ever, that brands learn to adopt  new approaches (and ...

More than Where, How? B2B in Latin America

When talking about the digital presence of B2B companies in Latin America, the first thing to keep in mind is that we are in a region that, despite not having a lot of early adopters, when a trend rises, we manage to exploit it in the best way. According to the report “Broadband Status in Latin America ...

Some ideas for B2B Marketing

When markets become competitive marketing is the ultimate tool to highlight your company and build a name among its competitors. If your company operates in the B2B segment it’s important to understand the differences between traditional marketing techniques and strategies for effective a specific niche. One of the most common mistakes made by some new ...