Category

B2B

5 reasons why now’s the right time for a marketing investment

By | B2B, Content Marketing, Digital Marketing, Outsourcing | No Comments

“Never let a serious crisis go to waste. And what I mean by that: it’s an opportunity to do things you think you could not do before.” -Rahm Emanuel

Promoting your business in a time of crisis can be extremely difficult. You want to communicate that your organization is open for business but not in a way that capitalizes on fear or invalidates someone’s struggle. When done right, this delicate balancing act separates the wheat from the chaff, allowing businesses to successfully navigate the landscape before, during and after the dust settles.

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A Good Red is Hard to Find

By | B2B, Brand, Marketing | No Comments

If you were expecting advice on locating a good cab or pinot noir, that’s not what this article is about (although we wouldn’t blame one for thinking that—at Crux we do love our red wine!). No, this is the story of why color consistency is so important to your brand, and how Crux found its signature red color.

Imagine showing up to a meeting with a few of your colleagues, and when you hand out your business cards the first thing the prospect does is place them side by side and comment on how the colors don’t match. Read More

Are you and your customers singing the same song?

By | B2B, Blog, Content Marketing, Marketing, Storytelling | No Comments

Music lessons to improve your messaging

Pearl Jam to Rage Against the Machine, then to Enya and – wait – is that Harry Belafonte? The transition was jarring to say the least.

I was listening to a team-compiled Spotify playlist with everyone’s submitted “pump it up” songs—those go-to tracks when you require a boost of productivity, some creative spark, or just an aural version of screaming into your pillow.

I quickly discovered just how vast the divide is between the songs that rev me up and what scratches that itch for everyone else in the office.

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The power of the case study: How to “close the deal” with a strong third-party endorsement

By | B2B, Case Study, Content Marketing | No Comments

Kansas City has been my home for a long time, but I’ve been fortunate to have a career that’s taken me across the country, allowing me to plant roots from Florida to Arizona. I love traveling and trying new things, becoming a true “local” at every stop along the way.

But every move has its challenges, and one of the biggest was finding a new network of trusted resources.

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Roadmap for success: Effective B2B marketing tactics to grow your business

By | B2B, Blog, Email, Marketing, Social Media | No Comments

Ever since I was a kid, I’ve loved long road trips.

From soaking up the backdrop of a scenic landscape to enthusiastically singing along to Aerosmith on the radio, some of my favorite memories involve a set of wheels.

Long before cell phones and GPS, no road trip was complete without that large paper map that folded into itself more times than a Rubik’s cube. This roadmap was both a puzzle and a lifeline, guiding us along the open road to our chosen destination.

Decades later, I’ve found a similar thrill as an entrepreneur behind the wheel of a small business, navigating through the twists and turns of the industry landscape guided by a strategic roadmap for success. Read More

Gather ‘round, it’s story time: The importance of storytelling in your company marketing 

By | B2B, Storytelling | No Comments

I pride myself on my identity as a writer and creator, but that didn’t prevent a little gust of panic the first time I got: 

“Can you tell me a new story, one you made up?  

Until that night, bedtime for our 5-year-old, our oldest, usually included one of his favorite books. Full of good lessons, they were entertaining enough to keep his attention—an easy and effective method of infusing a few life morals into his malleable brain. 

But, make up a story? Staring at his eager eyes, I searched for a starting point. Scary dragon? Talking duck? Then what?  Read More