Dishonest B2B Email Marketing: Gaslighting Won’t Work
by Andrew Stanten
A new disturbing trend in email marketing is … gaslighting. And it’s not going to work.
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Business-to-business and technology companies require different kinds of full-service marketing agencies. They need marketing companies that leads with real-world goals, data and insights, then follows through with compelling creative, engaging brand messaging and ROI-focused digital strategies. They don’t just need a technology marketing agency, a web marketing agency, an advertising agency, a search engine optimization company, a digital agency or a public relations firm – they need it all, wrapped up into one partner. That’s Altitude.
We’re an integrated marketing company that gets smart fast about the most complex products and services. We’re located in Pennsylvania’s Lehigh Valley, but our roster of clients is global – from Silicon Valley to Switzerland and New York to the Netherlands. Sometimes we’re the entire marketing and advertising team. Sometimes we complement internal communications teams. Either way, we deliver leads and results for clients in some of the most complex and challenging markets B2B and technology have to offer.
Are you a tech company, service provider or manufacturer that needs to think integrated with your web marketing, digital marketing, content marketing, PR and social media efforts? Watch our video to learn why Altitude’s “View from 30,000 Feet” is the best way to drive business growth.
Altitude has been instrumental in helping CenterEdge take our brand to the next level. We’ve achieved new levels of consistency and visibility since we started working with them three years ago. That’s translated directly to a steady stream of high-quality inbound leads.
CenterEdge is the leading provider of point-of-sale software for the family entertainment industry. A pioneer in the space, they came to Altitude looking to hone their marketing and branding efforts to ward off upstart competitors. A strategic approach to content creation and email marketing, a best-in-class website and refined creative amplified their thought leaders and drove noticeable increases in overall awareness, web traffic and qualified leads.
Altitude isn’t just our marketing company – though they’ve driven a significant amount of inbound leads to our sales team. They’re strategic partners, helping us with everything from product strategy and positioning to application design.
CrimeCenter is a top provider of case management software for law enforcement agencies. Like many technology startups, the firm has needed to pivot to keep up with marketplace dynamics and buyer preferences. Altitude has been there every step of the way, crafting the CrimeCenter brand, refreshing the website, building and refining strategic ad plans, supporting robust conference efforts, and even providing front-end design and development for the company’s software applications.
Altitude is a business to business marketing agency that takes integrated marketing to new levels. From lead gen, content, advertising and trade show strategy to web development and videos, they deliver the right blend of strategy, creativity and value.
Brooklyn-based mobile app developer App Partner had a strong reputation and real competitive differentiators. What they needed was a B2B marketing strategy for increasing brand visibility and generating qualified leads. They chose Altitude to develop a brand elevation plan and to assist in productizing their services. Altitude helped develop a new marketing website, elevated branding and messaging, and a data-driven lead generation program. The result? Dramatic increases in net-new business … and an eventual strategic acquisition.
We needed to refine our branding and roll out a sophisticated multimedia marketing campaign to stand out in a very conservative technology market. This was a difficult balancing act, and Altitude was the B2B tech marketing agency that rose to the challenge.
When Adaptik, a P&C insurance policy administration software company, was founded, the owners focused first on perfecting their product. Ten years later, Adaptik commissioned Altitude to perform a branding rollout that included new corporate messaging, website and logo refreshes, PR and trade show strategy, and an advertising campaign. Despite being the industry’s “best-kept secret,” Adaptik was met at its first trade show by industry professionals who said, “I’ve heard of you guys. You’re everywhere!” Flash forward nearly a decade later, the company was recently acquired by a major player in the space – resulting in a significant capital event.
Altitude was pivotal in rebranding and repositioning our company. They also spent a lot of time and creativity dramatically improving the support we give to our VAR network, which has had a very positive effect. We're thrilled we found them in our search for B2B marketing agencies.
When Cabinet started looking at B2B technology marketing companies, it boasted an industry-leading document management software suite, a team of experts and a winning corporate personality. But it needed a full-service, integrated agency that could take its brand to the next level. Altitude facilitated a total rebranding, resulting in a new “look and feel” that better expressed Cabinet’s unique culture, refined the lead generation strategy and created a scalable foundation. The result? More high-quality leads, and an eventual strategic acquisition.
A new disturbing trend in email marketing is … gaslighting. And it’s not going to work.
Read more