Column Five

How can you win a race when you can’t see 73% of the track? That’s essentially the problem B2B marketers are dealing with today. According to The APAC B2B Buyer Journey Research Report by Green Hat and 6sense, B2B buyers spend nearly three-quarters of their buying journey researching anonymously before ever contacting a vendor. This is the “dark funnel” in B2B—the invisible but critical phase where buying decisions are increasingly being made.

This work began with a research phase to gather perspectives from nearly 3,000 employees, candidates, and alumni through various research sources, including social listening data, netnography, and external research to understand what attracted candidates to Dropbox and what retained employees over time.

Ask a Marketing Expert C5's GPT offers expert advice and resources to solve your marketing problems. Ask a question, or start with these prompts. Build a competitive content strategy Bridge sales and marketing Build a strong brand strategy Redis Video Series Brings Redis’ Brand Promise to Life Redis is a leading data platform that helps users build fast apps—fast. Having recently rebranded, Redis was eager to reintroduce their brand story to the world.

The work MIECO does is innovative and complex. Our primary challenge was distilling the complex topics and dense subject matter into an easily digestible format for a broad audience. To do this, we paired participant interviews with elevated visuals. However, with participants around the country, sourcing those interviews posed a challenge. We ultimately deployed a sophisticated remote camera system and conducted the interviews using Riverside.fm.

Dropbox Making it Personal: Getting to Dropbox To continue amplifying the Dropbox Talent Brand, we were in search of new ways to introduce the brand to potential employees, attract recruits, and connect with their community. Our initial messaging strategy had established core tenets of the brand, which included Dropbox’s differentiating flexibility, autonomy and diversity.

Ask a Marketing Expert C5's GPT offers expert advice and resources to solve your marketing problems. Ask a question, or start with these prompts. Build a competitive content strategy Bridge sales and marketing Build a strong brand strategy Greenlight Making Financial Education Fun Through 120 Video Lessons Greenlight is a financial platform for kids and teens.

Instacart Supporting Instacart’s Critical B2B Revenue Streams Content Creation, Content Strategy In 2022, Instacart was looking for a partner to scale the B2B side of their business—specifically to promote their burgeoning advertising product portfolio and the ways their online and in-store technology supports ambitious retailers looking to scale.

Services Engage your audience at every touchpoint with fresh, unique, and beautiful content that’s on brand, on budget, and on time. Creating consistent, quality content at scale can be a huge headache. Our content creation services eliminate that pain. You’ll collaborate with our team of multi-disciplinary and multi-talented content creation experts to tell fresh and interesting stories across mediums.

Services Position your brand to win with a brand strategy that helps you understand who you are and how to communicate it in a meaningful way. To outshine your competition and win people’s hearts and minds, you need to share an authentic story about who you are and what you’re here to do. Whether you’re a growth-stage startup or an established brand, our brand development services give you the tools you need to attract lifelong customers, align your team, and build a brand that lasts.

Services Get the right eyes on your stories with an expert strategy tailored to your audience and boosted by our established distribution networks. Creating good content is pointless if no one sees it. Our distribution strategy services get your content the attention it deserves. With a custom plan based on your unique goals, we target your strongest channels and use our established networks to maximize your reach, then measure and analyze the results of our efforts.