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THE BUSINESS BUYER’S HIERARCHY OF CONTENT NEEDS

The traditional concept of the sales funnel is dead. Today’s business buyer is 24/7, gathering 70% of their information online before they raise their hand to a salesperson or dealer. That buyer is also part of a team; up to 17 people are involved in B2B purchases of over $500K. If you’re not prepared with […]

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THE REAL KEY TO BRANDS ISN’T STANDARDS, IT’S STORIES.

In the past several years, Schermer has been fortunate to work with clients like Teradata, Stratasys, H.B. Fuller, Software AG, Daikin, General Mills and others to make the shift from product-focused to purpose-driven brands. Purpose-driven brands focus on their “why” – why they exist and what they do for customers, rather than simply what the product does. In the B2B space, a product is typically just one part of a total solution delivered through multiple touchpoints.

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HOW BIG SHOULD YOUR B2B MARKETING BUDGET BE?

When we sit down with clients to talk strategy, the discussion soon turns to budgets. Our clients ask one question fairly consistently: “What are other companies spending on their B2B marketing programs?”

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5 QUESTIONS TO ASK WHEN REVIEWING CREATIVE

From a client’s perspective, working with an agency can be downright exciting. It’s fun (and challenging) to see your brand and your offerings through an outsider’s lens. Sometimes, in ways you’ve never imagined. However, evaluating creative can be challenging when you factor in the range of perspectives a review team brings to the table.

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WHY BRANDING CAMPAIGNS FAIL, AND AGENCIES GET FIRED

Most people tend to view “branding” as an external marketing campaign or identity exercise: new ads, new packaging, new logo, new tagline. Any suggestion of a brand refresh implies rebuilding websites, updating software, even changing signs and repainting trucks. No wonder CEOs are loathe to fund these expensive initiatives!

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4 WAYS TO BUILD BRAND LEADERSHIP AND DRIVE REVENUE

To be a real leader and create true preference for a B2B brand, companies must develop and display qualities of leadership that others can’t – or won’t – match. Leaders don’t just sell the best products, they dedicate themselves to helping the entire market advance, as well as ensuring their customers succeed. Which means giving.

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2013 COMPANY GIVING GETS PERSONAL

Year endings and beginnings usually mean one thing: the obligatory retrospective article. But this post is less a recap of events past and more a celebration of the causes our employees choose to support. 23 of them, to be exact.

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VIEW FROM THE JUDGES TABLE

If you work in the B2B realm, you’ve probably heard of theBusiness Marketing Association(BMA), and the organization’s annual B2 Awards. To quote the site, these awards “recognize the people who, knowing the difference, refuse to take the easy way out.” From print to digital and every medium in-between, the B2 Awards represent the best and brightest B2B work, submitted by the best and brightest brands and agencies in the nation.

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CHRIS SCHERMER ELECTED TO 2013-2015 BMA BOARD OF DIRECTORS

Following a two-year stint as a Business Marketing Association (BMA) board member, our head honcho was elevated by his peers to the VP of Marketing position on the executive committee – a two-year role that will include developing new web, social, brand and content strategies to engage B2B marketers across the country.

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SCHERMER NAMED A “TOP BTOB AGENCY” FOR SIXTH STRAIGHT YEAR

BtoB Magazine, the marketing industry’s premier news resource, named Schermer a “Top BtoB Agency” for the sixth year in a row thanks to recent new business acquisitions like General Mills Foodservice, 3M, Rally Software, Star Tribune and Blue Cross Blue Shield.

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