B2B Marketing Trends in 2024: Your Guide to Navigating the Future

New year, new trends! B2B marketing is buzzing with transformative trends and emerging strategies. This year promises a blend of technological innovation with the continued surge of generative AI, and a renewed focus on human-centric marketing and making authentic connections. Let’s deep dive into the trends that are on the rise, reshaping how businesses connect […]

20 Years of Storytelling

On May 5, 2003, we launched Welz & Weisel Communications – now known as W2 Communications – with three clients: Netifice, ZyLab and Sourcefire. At that time we were a traditional public relations firm providing media and analyst relations, content and messaging support. Fast forward 20 years, and today we have grown into a full-service […]

Is Paid Media Part of Your Integrated Marketing Portfolio?

More than ever, the name of the marketing game is “change” – especially in the past few years. As marketers, we know that agility is one of the many essential keys to success. At our full-service marketing agency, we consistently see the value of agility – to refocus and keep driving key initiatives forward. While […]

Speaking Public Sector’s Language for Effective Marketing Communications

The unique nature of marketing to public sector agencies and the vendors that support them can be daunting. After all, that audience has its own language, countless acronyms and a calendar all its own. Learning to speak any new language takes time and practice. Taking the time to gain a better understanding of the public […]

The Role of SEO in Digital Marketing

One of the biggest issues I see in digital marketing is the lack of understanding of SEO (search engine optimization) and the role of SEO in digital marketing. Oftentimes, SEO is viewed as a “set it and forget it” tactic to help increase traffic to a website, but it’s not given the full attention it […]

The Future of Storytelling in Marketing Communications

Pardon the play on words, but this is the future of marketing communications (or marcom): what’s new is old again. In other words, the goals of future storytelling, regardless of the methodologies (I’ll get to that in a moment) are to create an emotional connection, empathy and authenticity with an audience for the simple fact […]

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It’s Planning Time Again

In addition to the annual holiday craziness, December is the time when companies are developing their communications plans for the coming year. At our company, this process is already well under way. It’s no secret that big end-of-year plans can be sidelined by mid-January in favor of a breaking priority or immediate initiative. While there’s […]

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Digital Presence: The Certificate of Brand Legitimacy

Picture this: You are five years into a company that you grew from an idea and an investment, your brand is well-thought-out strategically, your printed collateral is pristine, your physical presence is established, but the inpour of clients and partners is underwhelming. Does this sound familiar? Then it’s time to determine the missing link. If […]