The buyer journey used to start on your website. In 2026, it mostly starts somewhere you can't see. Here are four B2B marketing trends worth paying attention to, and what they mean for how we work.
What Content Marketers Can Learn from the Craft of Scene
I'm still working my way through Creative Writing: The Craft of Plot by Brando Skyhorse at Wesleyan University, and the further I go, the more I realize this course isn't just teaching me how to write fiction. It's teaching me how to write, full
What Content Marketers Can Learn from the Craft of Plot
I recently enrolled in Creative Writing: The Craft of Plot, a Coursera course taught by Brando Skyhorse through Wesleyan University. As a content marketing specialist, I wasn't sure what a fiction-writing course would teach me about my day-to-day work. Two classes in, I'm
How to Use Quantitative and Qualitative Data in Market Research
When you build a marketing strategy, your success depends on how well you understand your customer. You cannot market effectively to a blank wall. To get a clear picture of who is buying from you, marketing professionals rely on two distinct types of data. These are quantitative data and qualitative
A 5-Step Guideline for Rebranding
Changing a corporate identity can be a complex task. There is often internal resistance and a fear of losing customer recognition. However, a rebrand is rarely just a cosmetic design update. It is a calculated business maneuver. When a company alters a visual identity, it usually signals a deeper structural
Case Study: Johnson & Johnson's Strategic Rebranding
Background and Strategy
In September 2023, Johnson & Johnson updated its visual identity for the first time in over 130 years. The company retired its long-standing cursive signature in favor of a modern sans-serif wordmark. This visual change coincided with a structural business shift where the company spun
Press Release: AIM Institute Expands into Latin America and Launches New Plastics Technology Certificate Program
AIM Institute Launches Spanish-Language Courses, Bringing World-Class Education & Training to Latin America - American Injection Molding Institute (AIM)FOR IMMEDIATE RELEASE Erie, PA – Thursday, August 14 – The American Injection Molding (AIM) Institute, a leader in injection molding education, is excited to announce its expansion into Latin America. “This
Cultivation Theory Review
Abstract
This review explores Cultivation Theory, a seminal framework developed by George Gerbner and his colleagues in the 1960s and 1970s, which examines the long-term effects of television exposure on individuals' perceptions of social reality. The review begins by outlining the critical elements of Cultivation Theory, including television
Course & Program Marketing: Driving Enrollment for AIM Institute's Training Programs
November 9, 2025
Challenge
I was tasked with increasing enrollment for AIM Institute's specialized injection molding courses. The challenge was developing strategic social media campaigns and optimized landing pages that would effectively reach our target audience and convert their interest into actual course registrations.
Approach
* Developed and published targeted LinkedIn posts
Advancing Injection Molding Simulation with MF SOFTWARE and Beaumont - Beaumont Advanced ProcessingFor over a decade, Beaumont and MF SOFTWARE have partnered to advance injection molding simulation reliability. Learn how our focus on accurate material data delivers faster optimization cycles and more reliable results for your team.Beaumont Advanced ProcessingNora Ganzil
Company Partnerships & Industry Events
November 9, 2025
Penn State Behrend Innovation and Emerging Plastics Technologies Conference
Challenge
I needed to showcase Beaumont’s expertise and thought leadership at Penn State Behrend’s flagship conference, amplifying visibility and fostering industry partnerships.
Approach
* Created and executed a speaker highlight campaign across LinkedIn, educating and inspiring the plastics technology community.
Company Events
November 9, 2025
Moldflow User Group Meeting 2025
Challenge
I needed to design and coordinate an industry-leading event that would engage the plastics molding community, drive high-quality speaker participation, and strengthen Beaumont's reputation as a thought leader.
Approach
* Developed the event’s visual identity—designed final logo concepts, signage,
Company Engagement: Building Beaumont’s Culture & Talent
November 9, 2025
Challenge
I needed to deepen employee engagement and strengthen company culture at Beaumont, focusing on attracting and retaining talent while boosting team spirit and community involvement.
Approach
* Collaborated with the Human Resources Manager to develop and promote multi-channel engagement activities, spotlighting culture and growth.
* Created and published engaging social
Employee Recognitions
November 9, 2025
Kevin Rottinghaus’ Industry Impact
Meet Kevin Rottinghaus: Beaumont’s Senior Sales Manager for the Midwest Kevin Rottinghaus: Injection Molding, Training & ConsultingKevin Rottinghaus, Beaumont Technologies Senior Sales Manager, brings 18 years of plastics and injection molding expertise. A UW-Stout guest lecturer and President of SPE Upper Midwest, he’s
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