Randy Borns

Background

About Randy Borns

I began my career three decades ago as a graphic designer in the marketing communications department of a contract furniture company. Partnering there with writers deepened my desire for integrating visual and verbal communications. Interacting with designers of other disciplines in this industry helped me hone my own design skills. I came to realize a proclivity toward business-to-business (B2B) vs. business-to-consumer (B2C) marketing. Accordingly, I incorporated the three-C’s approach to B2B branding and marketing—clear, concise, and consistent. Clear and concise B2B marketing requires less hyperbole and more clarity in its communications than B2C. I help clients market products and services by conveying the benefits such as productivity, innovation, quality enhancements, and value, in a clear and concise manner. Consistent We are inundated with B2C brands. A B2B brand doesn’t get nearly the same degree of exposure so, every impression must be consistently implemented into the marketing communications. For 30+ years I have evolved our services and established the ‘optimum route’ for B2B marketers. The route involves 4 key areas: marketing research and planning, brand strategy and development, website research and planning, and direct marketing/lead generation. These are the essential components a B2B marketer needs for an effective marketing program.