5 min
Your buyers are no longer discovering your company through organic search results or clicking through to explore your capabilities. Instead, they’re getting comprehensive vendor evaluations directly from AI tools, completing their due diligence without ever visiting your site.
4 min
You've likely encountered the term "inbound marketing". But perhaps you’re wondering if it's just another buzzword or a genuine strategy worth your investment. The short answer? It's a methodology that's particularly well-suited to organisations looking to modernise their approach without losing...
2 min
We're thrilled to announce that Brand chemistry has secured a remarkable triple win at the prestigious 2025 Web Excellence Awards! That makes us a recognised and highly decorated b2b agency in this season's competition, with our transformative work for clients across diverse industrial sectors...
3 min
When we discuss b2b marketing transformation, we typically focus on technology stacks, digital capabilities, and data analytics. However, after working with countless Australian manufacturing and industrial firms, we've noticed something striking: the most successful transformations aren't...
3 min
Every year, industrial marketing leaders face the same challenge: how to prove that marketing isn't just a cost centre but a strategic driver of business growth. While tech companies can point to clear attribution models and quick sales cycles, those in industrial b2b often struggle to connect...
2 min
How do you modernise your marketing approach without disrupting business operations or draining resources?
3 min
“We need a modern brand identity." We often hear this phrase from industrial marketing leaders, often followed by a resigned sigh.
3 min
Neil Patel at FWD 2025 in Sydney last week perfectly captured the paradox of modern marketing: As we collectively chase the next shiny digital tool, the humble email continues to quietly outperform nearly every other channel in terms of ROI and relationship-building potential.
4 min
Dr Seuss-esque garden-inspired stage design. Interactive AI bot stations. An event-specific parfumerie aptly named ‘Scent to Inbox’. World-class speakers dropping knowledge bombs.
7 min
Manufacturing giants and industrial leaders are facing a pivotal moment. While tech startups grab headlines with their rapid scaling strategies, established b2b organisations grapple with a very different reality: How do you transform decades-old sales processes and market approaches when you're...
3 min
"We need to modernise our go-to-market strategy." It's a phrase we hear often in our conversations with manufacturing and industrial clients here in Australia. However, the typically cited go-to-market goals and metrics often don’t fit their reality. The tech startups focus on user acquisition...
3 min
For the past five years, we’ve witnessed a significant transition in go-to-market strategy of industrial b2b organisations. Today's technical buyers are digital-first industry leaders seeking compelling digital stories and reliable solutions to problems, as opposed to a single product or service....
3 min
"You'll just know when you have product-market fit." We’ve lost track of the number of times we’ve heard this Silicon Valley wisdom thrown around. It’s perfect for SaaS startups measuring daily active users and viral coefficients! But when your product is a complex industrial solution with an...
3 min
As a marketing leader in b2b, you're likely familiar with the pressure to prove marketing's impact on revenue. While your leadership team readily understands the value of direct sales, demonstrating marketing ROI can be more challenging – particularly in traditionally sales-focused companies. The...
3 min
When creating an Ideal Customer Profile (ICP) for your go-to-market strategy, most advice focuses on quick-win metrics: company size, industry, and basic firmographics. While these elements matter, this simplified approach often fails to capture what really drives customer value in industrial b2b:...
3 min
Picture this: You're at a mining industry conference, and someone asks what your company does. Do you launch into a 10-minute explanation of your go-to-market strategy, covering every possible application of your technology? Or can you deliver a laser-focused message that makes execs sit up and...
2 min
When was the last time you updated your pricing methods? If you're like most industrial b2b organisations, you're probably still using the same cost-plus approach in your go-to-market strategy that's served you well for decades. Meanwhile, the conversation around pricing methods in marketing has...
3 min
Picture this: Your technical sales team is presenting to a major prospect. They're using messaging from last year's product sheets, while your website showcases your new solution-focused positioning. Your LinkedIn posts tell yet another story, your distributors are still using three-year-old...
3 min
The executive board meeting had gone well. Your marketing team has presented its new brand strategy and go-to-market approach. The vision was compelling, the positioning clear, and everyone seemed genuinely excited about the direction. Then came the question that changed the tone of the room: "So...
4 min
This may come as a shock, but influencer marketing is for more than just consumer brands. Australian b2b businesses are increasingly tapping into the power of influencers to reach their target audience, build trust, and drive business growth. In fact, three-quarters of businesses in the b2b space...
4 min
Ever wonder if your b2b website is helping or hurting your growth? A powerhouse b2b website demands an immersive user experience that builds trust and fuels business growth. It requires following some key b2b website best practices - which include a commitment to understanding of your audience,...
3 min
Want a b2b website that attracts and holds your audience’s attention? It’s easier said than done. While people spend more time online than ever before, and b2b websites enjoy a higher than average time spent on page compared to other industries, businesses need to do more to stand out above the...
5 min
B2b website development requires both art and science - left brain and right brain. You need a scientific, data-driven process for organising information, attracting users, and providing an exemplary user experience. But you also need artful content and design. The result, when you get it right, is...
4 min
The latest Google Core Update in March 2024 has had a significant impact on the digital marketing world, particularly for those who heavily rely on automated content creation. This update aims to reduce spammy content by over 40% and prioritise helpful, high-quality sites by addressing the surge in...
4 min
Dealing with poor b2b customer service is a grating experience. Waiting on hold for ages, having to re-explain the same thing to multiple customer service reps, and poorly designed chatbots are, unfortunately, all too often part of resolving an issue with technology and service providers. But it's...
4 min
Storytelling and data can seem like unlikely companions – one soft and pliable, the other hard and fixed, destined to tell their own stories. However, when the emotional connection of qualitative is combined with the rational appeal of quantitative, you can create content that is powerfully...
3 min
AI is the talk of the town these days, and depending on what side of the fence you sit on, it’s either the bell of the ball or the death knell for all our jobs - especially in the marketing-verse.
3 min
Are you sick of not having full visibility of your sales pipeline? Are you struggling to make confident hiring and investment decisions? Or are you worried that your marketing leads are left hanging by your sales team? Worry no more with a RevOps strategy: your golden ticket to predictable and...
4 min
Since the dawn of time when people bartered their way through society, the art of selling has been reactive and predicated on assumptions, rather than concrete facts about potential clientele. But this off-the-cuff approach doesn’t bode too well anymore, because clued-up customers are all too...
4 min
Artificial intelligence (AI) is a powerful tool that can help to automate repetitive tasks and streamline content production. However, “with great power comes great responsibility” - and businesses must have a robust AI policy in place to use AI for marketing effectively and ethically.
4 min
Artificial intelligence (AI) continues to redefine how we interact with technology. In early 2023, Google announced plans to supercharge its search engine with generative AI. This powerful new technology is intended to make it easier for users to understand a topic, discover new viewpoints, uncover...
5 min
If you have spent any time on social media lately - or the internet, for that matter - you’ve probably heard about a little invention called ChatGPT. A few years ago, OpenAI launched the tool to the public, and the response has ranged from boundless enthusiasm to complete doom and gloom. Some have...
5 min
In an ideal world, sales and marketing work together like a well-oiled machine. Marketing delivers a constant pipeline of high-quality leads, sales follow up on these leads within 24 hours and the teams consistently smash their quarterly KPIs and revenue goals.
5 min
It's that time of year again, marketers. We're finalising budgets and plans for the upcoming financial year. This means it's the perfect time to introduce new b2b digital marketing ideas, especially if you feel that your efforts are getting a little stale and results are a bit lacklustre.
4 min
“To gate, or not to gate, that is the question”. It’s a little-known fact that the great debate on whether to gate your content was first considered by William Shakespeare back in 1603. Ok, maybe we’re exaggerating a little bit, but it does FEEL like the debate has been going on for that long.
4 min
Does the thought of a b2b newsletter have you yawning? We hear you! They’ve developed quite a bad rap, with people clicking delete or unsubscribe as soon as it hits their inbox. But fear not! When executed properly, a b2b newsletter can deliver valuable information, genuine personality and a human...
4 min
Are you struggling to produce content that captures the attention of your target audience? That isn’t, well… boring? We might hate to admit it, but sometimes we have a content problem. Dozens of blog posts and downloadables mean nothing if no one wants to read them.
4 min
Remember when LinkedIn was purely a place to upload your resume? Over the last few years, the types of content that people want to see on LinkedIn has changed completely. These changes have ushered in a new era of thought leadership on LinkedIn. Let’s explore what has changed and why — and when to...
4 min
Advances in marketing technology and analytics have significantly increased our ability to design and perform truly targeted marketing. With access to powerful demographic, firmographic and behavioural data, we can now create brand personas and buyer personas based on specific segments of an...
4 min
We're not afraid to say it: We're total, 100%, bona fide B2B marketing geeks. And to keep our geek credentials up to date, we continue to learn, experiment and deepen our understanding of current techniques.
3 min
Once upon a time, there was a b2b brand that did not know how to use brand storytelling. Its blogs read like an annual report, with no compelling narrative or personality. There were no lessons that arose from hefty challenges anywhere on its person. Over time, it started to notice that friends...
4 min
How do you measure b2b marketing ROI and prove its value?
7 min
With most b2b buyers already 57% - 70% through their buying research before they even talk to a salesperson, and 72% of b2b buyers expect personalised content, it's no wonder most tech companies are dabbling in b2b saas content marketing.
4 min
You may or may not have heard of topic clusters or website pillar pages. Pillar pages are the current best-practice way to structure content on your website to be findable by search.
4 min
If you haven’t already heard, b2b marketing videos are an essential part of content strategies. Videos are so pervasive in the online environment now it’s not hard to believe that over 80% of all b2b internet traffic comes from video.
2 min
There’s a lot of buzz and excitement swirling around at the moment about Machine Learning (ML) and Artificial Intelligence in marketing. Until recently, these phrases were the stuff futuristic Hollywood blockbuster dreams were made of, you know, like in iRobot, Alien and the Terminator trilogy.
7 min
You may have been hearing rumblings about a mythical beast known as b2b account-based marketing (ABM). Though it’s been around for a while (since the days of mad men, some would argue), it’s only recently started making waves.
5 min
As a business leader, it’s your job to make tough decisions. And in order to make those tough decisions, you need to know precisely what is going on in your organisation, as any decision based on incorrect assumptions could be detrimental. You may think you’re getting the complete picture – but the...
6 min
Strong brands enable b2b organisations to transcend product features and build a more enduring, emotional connection with buyers and other stakeholders, by reflecting some of the values they hold dear. Uncovering what is truly important to your stakeholders is a powerful and transformative process...
3 min
Creating captivating b2b infographics that can charm and inform simultaneously can sometimes be a bit like geo tagging Dory from Finding Nemo. Where do you even start?
4 min
Software companies all over the world have a specific challenge. It is one that we see them consistently struggle with – and no wonder. It is not an easy job.
4 min
According to a study by the Content Marketing Institute, 88% of b2b marketers are using content marketing in their marketing mix. However, only 32% of organisations have reached a high level of maturity and sophistication in their b2b content marketing strategy.
2 min
b2b marketing planning is an essential activity for your success. Business success rarely comes from off-the-cuff decisions, and without a plan, you’re basically shooting at targets in the dark!
3 min
Is your market full of products and services that all look the same? Do you find yourself competing on price more often than you’d like to? In a market crammed with me-too products and services, implementing powerful strategies for brand positioning can help customers pick you out of a line-up of...
1 min
A common point of contention between sales and marketing is what constitutes a lead and when a lead should be passed on.
1 min
Over the last year, a new breed of on-page optimisation tools have entered the digital space. They allow non-technical staff to quickly and easily run A/B, or even multi-variable tests, so that landing pages can be reviewed, analysed and improved. Increasing conversion rates of landing pages is a...
2 min
Wouldn’t it be good to see what your business really looks like to the outside world? And, more importantly, to your clients? Sourcing b2b customer testimonials is one of the best ways of finding out your business’ real strengths and weaknesses.
3 min
A brand is much more than the sum of its parts. A successful brand embodies the promise that certain values and qualities will be delivered to your customer when they purchase your product or service: and that makes it one of your company’s most valuable assets. But when is it time for a rebrand...
3 min
Here at Brand chemistry, we’ve always said that the first and most fundamental step to successful brand building is research – getting under the skin of your target customer, understanding your competitors and your market landscape.
2 min
Here at Brand chemistry, we talk to many companies whose businesses have evolved so fast that they’ve suddenly found themselves constrained by a brand that doesn’t fit any more. We also talk to companies whose competitive landscape and customer profile have changed so much that their brands are...
1 min
You have probably seen them as often as we have: the dodgy logos, the incomprehensible (or downright silly) strapline, or the look and feel that just feels... well, plain wrong. You don’t have to look far to find glaring brand mistakes, both in and out of the b2b arena. As well as the obvious...
1 min
Positioning vs branding - what's the difference? At Bc, we regularly get asked this question, so let's take a closer look at the two and how they work together.
