3 Ways to Earn the Trust & Attention of B2B Customers

two men sitting across each other at a brown table with papers organized in piles
Whether your brand has long been established, is getting a refresh, or is a new start-up company, it’s getting harder and harder to stand out in today’s noisy, competitive world. To make our point even clearer, take a moment and scroll through your email inbox. How many of those emails are marketing messages? And, how many have you read or even opened? If you want to stand out in an increasingly noisy world, you must earn the trust and attention of your customers. This isn’t anything new. It’s what Seth Godin outlined nearly two decades ago in his book, Permission Marketing. The difference is this concept has become increasingly more important in today’s world. 

3 Ways to Earn the Trust & Attention of B2B Customers

If you’re a B2B company, here are three specific ways you can earn more trust and attention from today’s customers: 
  1. Create the same kind of personal and relevant experience as the best B2C companies.
If you think about brands that are known for amazing customer experiences like Amazon and Nordstrom, they all provide customers with customized experiences.  One way you can do this is by segmenting your list prospects based on their specific interests, communication preferences, or stage in the buyer’s journey. Instead of acquiring large lists of users to contact, consider building segmented, high-quality groups that can be reached through targeted marketing.
  1. Create an experience that matches your brand promise. 
Every potential customer already has a perception of your brand, whether you like it or not. In order to earn their trust, the experience you create must match the expectations they carry. Every marketing team should focus on building a quality audience and providing them with the resources and information they expect to receive. This is essential for developing a strong relationship with potential customers. 
  1. Leverage transparency as a marketing strategy.
According to a study by Label Insight, 94% of consumers surveyed indicated that they were more likely to be loyal to a brand that offers transparency, while 73% said they were willing to pay more for a product that provides complete transparency.  Companies that hope for long-term success must be open and transparent with their customers. And, for B2B buyers who are often looking to establish long-term working relationships over performing a one-off transaction, a clear understanding of your business, what you stand for, and how you operate have become non-negotiable. It’s a crowded world out there for today’s B2B marketers. If you’re going to be heard above the noise, you have to earn the trust and attention of our potential customers. By embracing these three keys, you’ll put yourself in a better position to get your prospects’ attention, begin to earn their trust, and start building the foundation for relationships that can last a lifetime.

How to Leverage Employee Advocacy to Boost Your Marketing Strategy

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Motivated and engaged employees are your most valuable asset. Not only because they are the ones who make your business run day-in and day-out, but they are also the ones with the most passion and interest in your brand. This is one reason why many businesses have started creating a dedicated employee advocacy program within their organization. According to recent research, 31% of fast-growing companies have set up an employee advocacy program. These businesses recognize that employee advocacy encourages their workforce to expand their role from “employee” to “brand ambassador.” And, this type of approach can create tremendous dividends for the overall health and success of your company. 

How to Leverage Employee Advocacy to Boost Your Marketing Strategy

Whether you’re trying to create a full-blown program or your looking for simple ways to encourage employees to promote your brand, here are a few tactics you can use to boost your marketing strategy with employee advocacy:
    • Extend your brand’s organic reach and visibility. More than likely, there are individual employees in your company who naturally understand how to effectively use social media. Harnessing their influence is a great way to expand the organic reach and visibility of your brand. This might include creating a social media task force or allowing employee influencers to coach others in your company on how to use social media for business.
    • Equip your employees to be an extension of your business development team. In today’s world, every employee is a representative of your brand, so essentially, everyone in your company has a marketing role. Making sure everyone in your company knows how to answer questions typically directed to marketing is a simple and easy way to integrate the mentality that everyone has a role in marketing across your organization.
    • Empower your employees by creating content they want to share. There are a lot of things marketing can do to enhance company culture. One simple way is to focus on creating assets, resources, and newsworthy content that your employees want to share. Rather than forcing employees to promote your content on social media, what would it look like to create content they can’t wait to share with their networks? 
    • Mobilize your influencers. In today’s digital world, your brand’s social media isn’t a job for one person. The key is to create a system that leverages the collective effort of various people, even though social media might not be in their job descriptions. While you might have one person who owns the responsibility of improving your brand’s social media presence, making sure he or she isn’t doing it alone is critical to success.
Employee advocacy is a simple initiative to integrate into your marketing strategy that enhances brand image, brand awareness, and engagement. Employees might be your most effective brand ambassadors because they generate engagement and interact with industry experts and clients.

Green Apple Named Among 8 Best Marketing Consultants in Nashville by Expertise

When we founded Green Apple in 2012—we wanted it to be a marketing agency that was always committed to helping businesses solve their biggest challenges. Rather than growing into a behemoth company, our desire was to stay small and agile, bringing together freelancers who were experts in their specific skill sets to work collaboratively in serving our clients. We sought to be an agency that was able to focus more on our clients and less on ourselves.  While every business leader knows that running a business is hard work, it’s been incredibly rewarding for us—which is why achieving recognition for all the work we’ve put in over the years makes it even more meaningful. Most recently, Green Apple was recognized as one of the best marketing consultants in Nashville by Expertise.com. 

How Green Apple Was Selected as One of the Best Marketing Consultants in Nashville

Expertise.com is one of the leading online research platforms designed to feature businesses that have been identified by its research process as the best in a specific city or area. Its proprietary research and selection process has been used to identify the top service professionals in over 200 different industries across the top cities in the United States. Each month, Expertise.com helps over 10 million customers find the best qualified service professionals for their needs. To date, the Expertise.com has analyzed over 10 million companies. For identifying the best marketing consultants in Nashville, Expertise.com started with a list of 139 different marketing agencies, scoring them on more than 25 variables across five categories:
  • Reputation—A history of delighted customers and outstanding service
  • Credibility—Building customer confidence with licensing, accreditations, and awards
  • Expertise—Masters of their craft, based on years of practical experience and education 
  • Availability—Consistently approachable and responsive, so customers never feel ignored
  • Professionalism—Providing service with honesty, reliability, and respect
After each agency has been evaluated, the team at Expertise.com hand-picks the best by conducting a manual review to verify that each company on the list is truly one of the best.

Experience the Green Apple Difference for Yourself

If you’re looking for marketing support, we’d love to connect and show you why we were ranked as one of the best marketing agencies in town. Here are a few specific ways our team at Green Apple can help:
  • Green Apple Strategy—As a full-service marketing agency, we can mold our marketing practices around your business to help you be successful. Whether it’s strategy, design, content development, digital marketing, media relations, paid search, or SEO, we take a hands-on approach to delivering custom marketing services that demand results.
  • The Orchard House—Whether you’re looking for a space to host your next retreat, brainstorming session, team training, presentation, or meeting, The Orchard House is the ideal environment to help you and your business flourish. The Green Apple Strategy team is also available to host a variety of strategic planning and learning sessions. 
  • The SEO Silo—The SEO Silo is Green Apple’s latest project to help local businesses maximize their search efforts. Over the past several years, our team has helped our clients dramatically increase brand awareness and improve lead generation through our SEO services. At the same time, we recognize there are many businesses who could use help but might not be able to hire a full-service marketing agency. The SEO Silo is our answer. 
To learn more about how we can help you grow your business, connect with our team today.

How Marketing Can Directly Impact Revenue with Sales Enablement

coworkers sitting next to each other in a meeting while man uses expressive hand motions behind his open laptop


Directly tying your marketing efforts to revenue generation is a challenge for almost every business leader and marketing manager. In today’s world, there are so many factors that influence a potential customer’s decision, so utilizing proper marketing tactics is essential. It’s the only way to know if the time, energy, and resources you invest are making an impact on the bottom line. 

One of the simplest and most effective ways for marketing to directly impact revenue is to focus on sales enablement. Essentially, sales enablement is equipping your business development team with assets that make them more efficient and effective. This includes content that helps prospects to answer the questions they ask, solve their problems, and build the case internally with their team.

But, what’s the best thing about sales enablement? All of it can be tracked, measured, and attributed to the bottom line. 

How to Create Sales-Enablement Tools That Directly Impact Revenue

How can marketing equip your sales team with resources that make them smarter and more efficient and effective? Here are a few important considerations when creating your sales-enablement assets: 

  1. Sales Enablement That Answers Potential Customers’ Biggest Questions. The most effective sales-enablement tools proactively answer the questions of prospective customers. This includes assets such as answers to frequently asked questions, at-a-glance competitor comparisons, and statistics that add credibility.
  2. Sales Enablement That Comes in Different Formats. Every customer is different in how they prefer to consume content. The good news is that you don’t have to create all of these resources from scratch. Re-organizing the content you create into various formats is one of the simplest ways to maximize your content marketing efforts. Equipping your sales team with content in various formats such as ebooks, case studies, blog posts, videos, webinars, and infographics is key.
  3. Sales Enablement That Is Easy to Find and Simple to Use. Sales enablement tools are effective if your business development team actually uses them. That’s why it’s critically important to create sales enablement tools that your team can use. Make sure everything you create is easily accessible, consumable, and shareable.
  4. Sales Enablement That Makes Your Business Development Team More Efficient. Marketing automation and technology have opened the door for new levels of sales enablement. Not only can you create resources for sales to use, but you can also send it on their behalf. Finding simple ways to leverage marketing automation to support your sales team will save them a tremendous amount of time and enable them to focus on having meaningful conversations with potential customers. 

The great thing about sales enablement is that all of it can be tracked. You can see what potential customers are consuming. You can know what content is influencing their decisions. You can share that information with your sales team to help them be even more effective. While marketing might not be able to take complete credit for “closing the deal,” empowering your business development team with sales-enablement tools that can be tracked and measured is a meaningful way to directly tie your marketing efforts to the bottom line. 

How to Discover What Customers Think Without Asking Them

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Here’s something that successful businesses recognize in today’s increasingly noisy world: To earn the attention of potential customers, you must truly understand what they think. This is why empathy is more important than ever for marketers. Without taking the time to understand what motivates your audience to take action, you run the risk of simply creating noise. 

Many businesses are trying to get inside the minds of potential customers by asking more intentional questions during the sales process. That’s a great first step, but it only provides a small sample size. What happens when you can’t ask every single customer what they think and feel about every little situation surrounding your products and services?

This is where taking time, whether it’s an entire day or a two-hour brainstorming session, to consider how customers think and feel can be incredibly valuable for your team.

5 Questions to Discover How Customers Think Without Asking Them

As you look to put yourself in your customers’ shoes for a day, here are a few questions to unlock what they might be thinking when it comes to your products or services: 

  1. What do your customers say and do? Think about a typical day in the life of your customer. What do they spend their time doing? How do they behave in different settings—with their boss, with coworkers, and with friends and family? These questions help you think about all the different decisions they might have to make in the course of the day.
  2. What do your customers think and feel? Now that you’ve considered their day, it’s time to consider how those activities and decisions make them feel. What are their dreams, worries, and daily emotions? What makes them happy, sad, scared, emotional, and angry?
  3. What do your customers hear? Think about all the various ways your customers gather information. Who do they hear from? What media are they influenced by? What are the primary messages they’re being bombarded with day after day? Knowing this can help you identify how to reach them and rise above the noise. 
  4. What are their biggest challenges every day? What frustrations and stresses do they encounter daily? What risks and threats do they face? Knowing the fears your customers experience allows you to speak into the various ways your brand can help resolve them. 
  5. What opportunities exist if they succeed? All customers have heroes in the stories of their minds—and it’s not your brand. It’s them. What do they need to be successful and achieve their goals? How do they measure success? Knowing what will make them feel like even bigger heroes is a powerful way to capture their attention. 

As you and your team walk through these questions, write down every single answer you think of. Look for patterns. Most importantly, don’t forget to use the answers to these questions whenever you’re considering new products and services, crafting new marketing materials, and so forth. These questions will ensure that your deliverables resonate with your customers.

How to Pivot Your Marketing without Abandoning Your Entire Strategy

a pair of black one way street signs pointing in a city

As the owner of a marketing agency, I’m constantly getting emails from frustrated business leaders asking for help. They’re discouraged because their marketing isn’t working. But, they also want to know what adjustments they could make to start gaining traction again. We also see this with our own clients—when certain tactics take time to pay off or other strategies don’t produce the results we thought would happen.

Most businesses can’t throw out their entire marketing strategy and start over from scratch. They’ve invested a lot of time, energy, and resources into their long-term plan. And, most of the time, I encourage them NOT to throw the baby out with the bath water. What they need involves finding a way to course-correct and stay on track to meet their goals.

How to Pivot Your Marketing Strategy

So, how do you balance the short-term course corrections without abandoning your long-term strategy and larger objectives? Here are a few principles I’ve seen work really well for our clients at Green Apple:

1. Build short-term adjustments into your long-term plan.

One reason course corrections can be so frustrating is because we don’t plan for them. But, if you’ve been in marketing for more than five minutes, you know things don’t always go according to plan. You can do all the due diligence, and a strategy might still fall flat.

One way to avoid the frustration of course-corrections is to proactively plan for them. Recognize there will be three to four course corrections you must make each year, and build margin into your strategy. Actually include them in part of your annual planning process. When you assume the worst and recognize there will be marketing campaigns that fall flat, you can be more proactive about building in short-term adjustments into your long-term plan.

2. Set aside a portion of your budget for testing new ideas and tactics.

Marketing is always evolving and changing. If you rely on the same strategies year after year, you’ll pay for it down the road. Therefore, it’s important to constantly test new ideas and tactics that help you reach potential customers.

A good rule of thumb is to reserve at least 5-10% of your budget for testing and learning. Whatever number you land on, it’s important to reserve funds for testing marketing tactics that could improve short-term results and provide insights for future campaigns.

3. Make it a priority to constantly measure performance and leverage data in your decision-making.

Creating a data-driven culture where everyone understands the value of data is a crucial aspect of marketing. Constantly measuring the performance of each campaign will help you know when to pivot before it’s too late. As you gather data over time, you should be able to develop a more effective long-term strategy. Ideating around strategy is fun, but measuring results leads to growth. With discipline, you can deliver both.

Bottom line: Long-term planning and short-term course corrections are both essential when it comes to effective marketing. If you are frustrated because your marketing isn’t working, make sure to evaluate which short-term methods can be executed quickly and are proven to have an immediate impact.

How Marketing Can Create Company-Wide Collaboration

a round wood table in a warm lit room with three men gathered sitting with white papers scattered
Creating a culture of teamwork and collaboration is one of the most important things you can do for your business. Here are a few reasons why…
  • 75% of employers rate teamwork and collaboration as “very important.” (Source)
  • 86% of employees and executives cite lack of collaboration or ineffective communication for workplace failure. (Source)
  • Collaborative teams are 5x higher-performing because they feel motivated towards a common goal. (Source)
And, while every leader agrees that collaboration is important—creating a culture of teamwork has gotten increasingly difficult in a world where employees can work from anywhere and open offices don’t seem to be working. How Marketing Can Create Collaboration Across Your Company Creating a collaborative team environment is no simple feat, but it’s possible. Here are a few ways in which marketing can play a unique role in supporting this effort:
  1. Constantly remind employees of your mission and vision.
Your mission and vision statements won’t sink in if you promote them once or leave them on your website for others to read. Employees need to be constantly reminded about why they show up to work every day in order to increase teamwork and collaboration. Marketing can support this by looking for creative and engaging ways to keep your mission and vision top of mind for employees.
  1. Encourage creative problem solving and brainstorming.
Collaboration and teamwork works best in environments where creative brainstorming is a regular part of the business. Because of where they sit in the organization, marketing can lead out in this by pulling together leaders from different areas of the company to address issues your company is facing.
  1. Share knowledge, insights, and resources across your organization.
Does your account services team know everything that’s happening in marketing? Does your sales team know all the impressive results you’re getting for clients? Marketing can help bridge the gap by collecting all this information and dissemination throughout your organization.
  1. Celebrate the impact your company is making.
When morale is low, productivity suffers and collaboration decreases. Marketing can play a role in improving morale by regularly celebrating the growth and success your company is experiencing. Celebrating the exciting things that are happening across your business on a regular basis is a great way to create a culture where people are on board and excited about the things that are happening. Whether you’re a large corporation or a small startup—these are a few simple ways your marketing team can play a role in creating a more collaborative culture. Collaborative companies are more productive companies. Leaders who know this invest time and resources in creating environments that are conducive to teamwork.

3 Ways to Improve Sales & Marketing Alignment

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Getting sales and marketing on the same page isn’t easy. It takes buy-in from both teams and a lot of work to get marketing and development leaders on the same page. It requires investment and direction from senior leadership.  

But, what happens after you’ve laid the initial groundwork to create that alignment? How do ensure that all the hard work you’ve done until this point isn’t completely abandoned a year from now?

How to Continually Improve Sales & Marketing Alignment

When it comes to maintaining sales and marketing alignment, the biggest factor is communication. Both teams must make sure they are communicating with and enabling the other to do their jobs.

What does this look like in real time? Here are a few tips:

  • Understand the communication preferences of the other person. This sounds really simple, but it’s one of the most important keys for effective communication. If marketing is going to equip sales with real-time updates of who is on your website, make sure the information is presented in ways that are easy to understand and act upon. If you’re going to share time-sensitive information with your sales team, make sure it’s through a channel they check frequently.
  • Have a one-stop shop for all marketing information and sales tools. Creating a single document or microsite that your sales team can use to access sales tools and stay informed about marketing campaigns is another key. You want to make sure you showcase the information in places where sales can easily access it in their cars before a meeting.
  • Determine the right cadence for regular updates. How often should your sales teams be informed with marketing insights? How often should sales teams download what they’re learning to marketing teams? Finding the right cadence to address these questions is important. It could be a weekly stand-up meeting or bi-weekly email that prioritizes what campaigns sales should focus on.

Alignment between sales and marketing is like a road trip caravan. Both teams should stay in their individual cars but constantly stay connected about the directions they’re heading. The two-way communication between marketing and sales teams ensures you’re doing everything that you can to make sure both teams reach the intended destination.

7 Steps to Develop Your Go-to-Market Strategy


You have an idea for a great new product or service. You might have already invested time and money developing the solution. But, how do you get the word out?

Whenever launching a new product or service, the last thing you want is to waste time and resources investing in marketing tactics that don’t work. To avoid this, it’s important to craft an intentional plan that will help you rise above the noise and reach potential customers.

7 Steps to Develop Your Go-to-Market Strategy

Here are seven steps you can take to develop your go-to-market strategy for a new product or service:

  1. Identify your specific decision-makers and buyers. First and foremost, it’s important to define who you’re trying to serve (and who you’re not) with this new product or service. Knowing your ideal customer is foundational for marketing in ways that resonate with them. Everyone on your sales and marketing teams should take time to identify as much information as you possibly can about your target audience.
  2. Determine the specific pain points and messages that resonate with buyers. Knowing your ideal customer and their pain points are essential for determining the messages that will resonate with them. Before you launch your product, your sales and marketing should know (and agree) on exactly who you’re trying to reach and how you are uniquely positioned to help them.
  3. Understand your buyer’s journey. Intentionally considering the experience you’re creating for potential customers during the buying process is one of the most valuable things you can do before launching a product or service and is one of the best ways to spend your time. Not only will this help you create a buyer’s journey that potential customers actually enjoy, but it will also help you define the processes and systems you’ll need to create it.
  4. Define the relationship between sales and marketing. Marketing and sales teams should work together to achieve your goal. Without absolute clarity on the business objectives or specific products/service lines you want to grow, both sales and marketing teams are left guessing what will actually move the needle. This is true for businesses at any point in time but is especially important when launching a new product or service.
  5. Generate interest and develop a plan to increase brand awareness. Once you’ve laid the initial groundwork, it’s time to start thinking about your specific marketing tactics. Whenever you’re thinking about brand awareness, don’t neglect the simple but often overlooked ways to reach customers. Take time to learn from the successful campaigns and mistakes other brands make when it comes to brand awareness.
  6. Create content that connects emotionally with potential customers. How do you create content that cuts through the noise and actually gets read? Consider how you can use content to create emotional connections with potential customers. Begin weaving these strategies into your marketing efforts to appeal to their emotions. Brands and products that evoke our emotions—such as Apple, Disney, and Google—are always effective when launching new products or services.
  7. Determine how you will leverage data to evaluate and optimize your efforts. Now that you have a plan in place, the final question is: How are you going to measure and optimize along the way? Creating a data-driven marketing culture is essential for the long-term success of your product. Without knowing what you will measure before you start, you won’t know how to improve your marketing efforts along the way.

Without taking the time to think through these seven steps, it’s impossible to know if you’re chasing the wrong audience, you’re too early or too late to the market, or the market is already too saturated with similar solutions.

How to Align Sales & Marketing in Just 30 Minutes a Week


Let’s face it: Aligning your sales and marketing teams isn’t easy. For many businesses, there are big obstacles to overcome—from breaking down the silos between the two departments to getting everyone to agree on the ideal customer for your business.

While business leaders understand the importance of marketing and sales alignment, most businesses can’t stop everything they’re doing to make sure marketing and sales are on the same page. Leaders are left asking, “How do we improve marketing and sales alignment as we go?”

How to Align Marketing & Sales in Just 30 Minutes a Week

One solution I often recommend is to establish a weekly 30-minute standing meeting between key stakeholders. These stand-up meetings don’t have to be complicated. In fact, each meeting agenda can be built by addressing three simple questions:

  • What progress have we made since the last meeting?
    • What insights can sales team members provide that are valuable for the marketing team?
    • What is the marketing team working on that would be helpful for sales team members to know?
  • What is the plan going forward?
    • Are you gaining traction on sales conversations? What can the marketing team do to support those conversations?
    • What parts of your strategy need to be tweaked? What new ideas should you consider implementing?
  • Blockages
    • What information do you need from the other team to do your job well?
    • Where are you getting stuck? What potential problems do you see?

The biggest piece of advice I can give is to spend time focusing on what matters the most for your business. If you have a major event coming up, you could focus the stand-up meeting on how you’ll set up meetings at the show. It’s OK to be flexible on the topics covered, as long as everyone has a clear sense of next steps.

Sales and marketing stand-up meetings are one of the most important things a company can do to create alignment and foster face-to-face collaboration between the two teams. Don’t let it become a simple review of the existing marketing programs and schedule. Instead, use the time to collaborate and problem-solve together.