We are very excited to be mixing it up here at Argentum this Fall with our brand new logo and website courtesy of our colleagues at Stacy Karzen Design and Orbit Media Studios.
We're not the only ones diving into something new this season. Two of the companies we advise, GiveForward and ZipFit, are making some even bigger changes. GiveForward has now moved beyond medical fundraising to enable you to help friends in need in many different ways. And, by popular demand, ZipFit is finally adding women's jeans to its fast and easy fit algorithm.
In this issue we've included three tools to help you shake up your own marketing. Whether you're a seasoned marketing expert or a startup founder, there is something here that will help you think about approaching marketing differently. As a bonus, we've got an example of how our client Matterport is upending the world of real estate and beyond with its easy-to-use virtual reality technology.
Blowing Up the B2B Sales Funnel.
Gartner, the world's leading information technology research and advisory company, released some new B2B research recently that suggests a new and improved way of looking at the traditional sales funnel. Their report also provides some very useful insights into the most influential B2B marketing activities from the customer perspective.
A new blog I'm following, First Round Review, has written a fantastic post that provides insight into how Netflix built and continues to evolve its brand as the company grows. It highlights how the marketing team used three key tools to build their brand strategy: Positioning Model, Brand Pyramid and Concept Summary.
Listen to Our Positioning Webinar
Here at Argentum, we regularly teach marketing positioning workshops to business leaders, University of Chicago students, and residents of 1871, Chicago's technology incubator.
We now have a full one-hour recording of our most recent positioning workshop, conducted as a webinar for Vistage International's 19,000 members. We're excited to share it with you here.