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A picture is worth a thousand shares

Most humans are visual beings. While text still dominates online information exchange, humans do not handle lots of text very well. Reading is time consuming and can easily be overwhelming. To counteract information overload, attractive visuals (photos, videos, infographics, etc.) that coincide with text are not just wants but must-haves. With that said, it should … Continued

Making PR a top lead generator

Inprela made PR a top business driver for Stratasys Direct Manufacturing (SDM) in 2015. Here’s how we did it. Program objectives were to increase awareness of the company and drive customer engagement to support sales. Inprela’s strategy was for SDM to self-publish the results of a commissioned survey of current and future users of 3D … Continued

Redefining B2B Healthcare KOL Engagement

For B2B healthcare companies that specialize in mission critical areas like patient care and safety, establishing a key opinion leader (KOL) program is an absolute must. Why? Because industry experts are frequently looked to for independent collaboration on critical technology needs, research and innovation feedback to advance our healthcare system. With that, their thought leadership … Continued

4 rules for B2B thought leadership success

It seems every B2B company’s marketing goal is to be a thought leader. To be recognized as a thought leader, you need to do more than hire a PR firm. Being a thought leader is about harnessing your company’s expertise to provide increased value to customers. Done well, thought leadership can be monetized.  But, not everyone … Continued

Marketing in manufacturing: Three common challenges

The newness of 2016 has faded. You’re either executing your marketing communications campaigns as planned, or (more likely) you’re managing against the modified realities the year has brought your manufacturing brand. You’re not alone. Here are strategic workarounds for three of the most common problems marketing teams face in the manufacturing sector.   Feeling intense … Continued

B2B marketing: Humanizing your offering

Make the complicated, digestible, relatable, more understood. That is the goal in B2B marketing. But, it’s not an easy task. And few companies do it well. To me, the best marketing is evocative, humanizing a product or service portfolio that can be technical, confusing and sometimes boring. That’s why I’ve dedicated this post to a … Continued

Our digital footprint was failing (embarrassing but true)

There’s an old saying, “the cobbler’s children go unshod.” This was the reality when it came to Inprela’s digital footprint. Four years after starting the agency and managing rapid growth, it was time to take a step back to evaluate what’s working and what’s not. What wasn’t working – our digital footprint (or lack thereof) … Continued