Hey there!

Nick Bennett here, Co-Founder of TACK and advocate for People-first B2B marketing. Today, I want to share some advanced strategies to transform your campaigns and deepen your connection with your audience. Drawing from our recent integrated campaign series and a webinar featuring industry experts Mark Kilens, Maria Cate, and Melissa Meredith, we'll explore activating your brand archetype, creating multi-dimensional content ecosystems, and leveraging customer insights to fuel high-impact campaigns.

Check out last week’s webinar if you happened to miss it.

Unearthing Your Brand's True Identity

In a saturated market, standing out requires more than just a catchy slogan or a visually appealing logo. It demands a deep understanding of your brand's core identity and how it resonates with your audience psychologically.

We began by exploring brand archetypes, a concept rooted in psychology that aligns your brand with universal human patterns and desires. This isn't just a theoretical exercise; it's about tapping into the subconscious connections that drive purchasing decisions.

Define and Activate Your Brand Archetype

• Deep Dive into Audience Psychology: Conduct comprehensive audience research to understand not just demographics but also psychographics—values, beliefs, and emotional drivers.

• Select a Primary and Secondary Archetype: Instead of limiting your brand to a single archetype, consider blending two to add depth. For example, combine the "Challenger" with the "Creator" to position your brand as both innovative and disruptive.

• Infuse Archetype into All Touchpoints: Ensure your archetype influences your voice, tone, visual identity, and customer interactions. This consistency builds stronger emotional connections and brand loyalty.

During the webinar, Maria discussed how Notion embodies the "Everyman" archetype, creating a relatable and approachable brand that fosters community and ease of use. This alignment is evident in their clean design, inclusive events, and user-centric content.

Crafting a Bold, Contrarian Point of View

To truly differentiate, it's essential to challenge industry norms and offer fresh perspectives that provide real value to your audience.

Develop a Contrarian POV

• Identify Industry Gaps: Analyze prevailing trends and pinpoint areas where the status quo is not effectively serving the audience.

• Back Your Stance with Data and Insights: To build credibility, support your perspective with robust data, case studies, and expert opinions.

• Integrate POV into Content Strategy: Create thought leadership pieces, webinars, and discussions that revolve around your unique stance.

There is an overreliance on impersonal automation in B2B marketing. This is why we must continue to advocate for a shift towards human-centric approaches that prioritize genuine connections. This has sparked meaningful conversations and positioned us as thought leaders challenging the norm.

Building a Multi-Dimensional Content Ecosystem

In today's fragmented media landscape, a single-channel approach is insufficient. Your audience consumes content across various platforms and formats.

Create an Integrated Content Framework

• Content Atomization: Start with a flagship piece of content—such as a comprehensive webinar—and break it down into smaller, targeted assets like blog posts, infographics, podcasts, and social media snippets.

• Channel Customization: Tailor content formats and messaging to suit each platform's strengths and audience expectations.

• Interactive and Personalized Content: Utilize interactive formats like polls, quizzes, and personalized recommendations to enhance engagement.

Post-webinar, we repurposed the rich discussions into a series of in-depth articles, short videos, and social media posts. This multi-channel approach extended the lifespan of our content and effectively reached different audience segments.

Leveraging Customer Insights for Continuous Improvement

Customer feedback is a goldmine for refining your strategies and ensuring relevance.

Implement a Closed-Loop Feedback System

• Proactive Feedback Collection: Use surveys, Q&As, and social listening to gather insights at every touchpoint.

• Data-Driven Content Refinement: Analyze feedback to identify common pain points and topics of interest, which will inform future content and campaigns.

• Real-Time Adjustments: Be agile in modifying your strategies based on feedback to meet your audience's evolving needs.

After our webinar, we noticed recurring questions about activating brand archetypes and integrating them into content strategies. We developed follow-up content addressing these specific areas, enhancing engagement, and providing our audience with tangible value.

Engaging Customers as Advocates

Your customers can be your most powerful marketing channel when engaged effectively.

Develop a Customer Advocacy Program

• Identify and Nurture Advocates: Use engagement metrics to find satisfied customers who are enthusiastic about your brand.

• Co-Create Content: Collaborate with customers on case studies, testimonials, and success stories that highlight real-world applications of your solutions.

• Community Building: Create forums or groups where customers can connect, share experiences, and become part of a larger narrative.

With a few clients, we helped initiate a "Customer Spotlight" series featuring success stories and insights from their customer base. This will provide social proof and deepen their relationships with key customers.

Measuring and Optimizing for Impact

Advanced campaigns require sophisticated metrics to gauge success and inform continuous improvement.

Implement Robust Measurement Frameworks

• Multi-Touch Attribution: Move beyond last-click attribution to models that consider all customer interactions.

• Engagement Scoring Systems: Quantify interactions across channels to identify high-value prospects and tailor follow-ups.

• ROI Analysis by Segment and Channel: Break down performance data to understand which strategies yield the best results for different audience segments.

When I was in-house,
we implemented a multi-touch attribution model to gain insights into which content pieces and channels were most effective at different stages of the customer journey, allowing us to allocate resources more efficiently.

Bringing it All Together

The synergy of a well-defined brand identity, a bold point of view, an integrated content strategy, and customer advocacy can transform your marketing efforts.

Key Actions to Implement:

1. Conduct a Brand Archetype Workshop: Engage your team in defining your brand's core identity and how it should manifest across all touchpoints.

2. Audit and Revamp Your Content Strategy: Ensure that your content aligns with your brand archetype and leverages advanced tactics like personalization and interactivity.

3. Engage with Customers Proactively: Implement systems to collect feedback and involve customers in your marketing efforts.

4. Invest in Advanced Analytics: Utilize tools and models that provide deep insights into campaign performance and customer behavior.

These strategies aren't just theoretical concepts—they're actionable steps that can drive real business outcomes. By embracing them, you position your brand to stand out in the market and build lasting, meaningful connections with your audience.

If you're interested in exploring these ideas further:

• Watch Our Webinar: Dive deep into these strategies with insights from Mark Kilens, Maria Cate, and Melissa Meredith, and enjoy the slides.

• Join TACK Insider: Connect with a community of forward-thinking marketers sharing best practices.

Looking forward to hearing your thoughts and discussing how these strategies can transform your campaigns.

Best,

Nick Bennett