Wholesale & B2B Marketing Best Practices | Handshake Blog

Sales, marketing and tech knowledge for wholesale brands and salespeople.

B2B Branding: The What, Why, and How

November 30, 2016 by Nicole Groysman

What is B2B branding? Is it just your logos and graphics? Or is it something more? Branding is defined as “the process of creating a unique name and image in a customer’s mind.” B2B buyers are busy. They have to make a lot of decisions throughout the day. And, most of all, they’re human. They…Read more

Using Cross Merchandising to Promote Your Brand

November 23, 2016 by Bennet Simonton

One way manufacturers and distributors can work with their retail partners to drive more revenue for all partners in the supply chain is through a practice called cross merchandising. Cross merchandising is seen in nearly all types of retail, from fashion to grocery, automotive to garden supplies—and everything in between—to promote brands and drive sales…Read more

Trade Show Solutions Your Brand Can’t Live Without

September 23, 2016 by Samantha Selsky

Manufacturers and distributors with a presence at trade shows often face the challenge of determining which trade show solutions they need for success. Exhibiting at trade shows is a complicated proposition, one that requires brands to perform a variety of tasks, such as event planning, lead gathering and capture, and closing sales. Because there are many…Read more

Trade Show Exhibitors: How to Keep Your Trade Show Marketing Fresh

September 9, 2016 by Samantha Carr

Trade shows are all about being noticed, and this can’t happen without staying on top of your game. In a study at the end of 2015, Exhibit Surveys found that 64% of trade show attendees were not existing customers of the trade show exhibitors they visited, and 38% stated that their visit influenced their purchase intent….Read more

3 Underutilized B2B Advertising & Marketing Channels

August 16, 2016 by Samantha Selsky

As manufacturing and distribution continues to evolve, a range of new B2B advertising and marketing opportunities have arisen. B2B advertising channels that were previously seen as being of use only to B2C companies are now driving increased sales for those in the B2B sphere. In particular, the widespread adoption B2B eCommerce by manufacturers and suppliers,…Read more

Top Trade Show Technology Trends to Transform Your Next Show

July 18, 2016 by Daniella Shtemberg

Technology has infiltrated every aspect of modern business, and trade shows are incorporating innovative techniques, like never before. Companies are now in direct competition to see who can offer the latest and greatest trends in their booth, while still getting their message across. Technology allows most exhibitors to benefit from fresh leads, and 82% of…Read more

4 Ways B2B Online Marketing is Shaping B2B eCommerce

June 2, 2016 by Daniella Shtemberg

The B2B marketplace is set to experience some huge changes over the next decade. Fast on the heels of the B2C digital revolution, B2B eCommerce sales are set to significantly eclipse B2C sales by 2020. As B2B eCommerce adoption speeds up, there are big opportunities for suppliers to take advantage of new B2B online marketing…Read more

How to Increase Your Trade Show Booth Traffic

April 27, 2016 by Mandy Movahhed

Increasing booth traffic is no longer about branded pens and t-shirts. In the age of experiential marketing and digital media, expectations run high, while attention spans tend to run low. So how do you increase foot traffic to your booth? That takes wise pre-planning, creative thinking, and a direct approach. Increasing Trade Show Booth Traffic:…Read more

Brand Strategy: The 6 Key Elements

April 11, 2016 by Mandy Movahhed

Many people inside and outside the B2B world believe that brand strategy is not as important for B2B companies, and that branding is something that only B2C companies need to worry about. Nothing could be farther from the truth. McKinsey & Company recently wrote in Forbes magazine that some of the most successful B2B companies…Read more

Experiential Marketing: 4 Ways to Wow Crowds at Your Next Event

March 28, 2016 by Mandy Movahhed

As wholesale brands seek ways to expand audiences at trade shows and elsewhere, one tactic worth considering is experiential marketing. Experiential marketing can be defined loosely as messaging you can touch, feel, or view in a physical space. If this sounds like an idea you’ve heard before, you’re right: experiential marketing has been around for…Read more