We are INFUSE (always uppercase, singular), a global B2B demand and revenue marketing performance company. Formerly INFUSEmedia, our company simplified its name to better reflect the full scope of our operations.
In increasingly crowded markets, branded communications must have a distinctive and consistent voice in order to stand out from the noise. For this reason, our Core Values also serve as organizing tenets to define the INFUSE brand voice, with special emphasis on four of them:
1. CLARITY
Vagueness and ambiguity can lead to misunderstandings and hinder communication, especially in a global market.
2. ACTION
3. FOCUS
Our content must be transparent and objective, delivering value upfront and avoiding distractions and diversions.
4. MEASUREMENT
5. PROCESS
Long-form copywriting must follow a process to ensure quality and resonance with our goals. Structure an outline before writing, and enlist your colleagues to peer review your production.
6. DETAIL
Attention to detail is crucial to ensure content longevity and accuracy. Thorough research, fact-checking, and attentive reviews are key to producing high quality content.
7. GROWTH
8. INNOVATION
Boilerplate company description
When in need of a concise description of our activities as a company, please refer to the following boilerplate copy:
About INFUSE
Demand Excellence Delivered
We are INFUSE, a global B2B demand and revenue marketing performance company.
At the heart of INFUSE is a demand engine powered by data: first-party buying groups, deep intent signals, and exclusive competitor and market intelligence insights. This AI-driven demand engine ensures precision targeting across in-market buyer and account profiles to drive qualified interest. Omnichannel outreach and INFUSE-exclusive marketing programs identify and engage prospective buying groups throughout their journey.
To optimize your investment and deliver on your lead-to-revenue performance goals, INFUSE demand generation tools and professionals are available in over 75 countries across all time zones. We proudly work with industry-leading brands such as VMware, ServiceNow, Google, AWS, Microsoft, Palo Alto Networks, and many others.
We help thousands of technology clients with their demand programs across the partner ecosystem from hyperscalers, vendors, and ISVs, as well as distributors and partners directly.
Our services include:
- • Demand generation and activation
- • Brand-to-demand programs
- • Premium targeted display
- • Content creation and optimization
- • Channel partner programs
- • And more
- • 100% focused and dedicated to B2B demand and revenue marketing performance
- • Independent and in-house with 1,400+ demand, data, and program professionals in 75+ countries
- • Experienced demand talent with advanced strategies, tools, and buyer & account intelligence
- • Global reach, local focus across B2B industries, vertical markets, and geos with an earned, opt-in audience
- • Omnichannel, full-funnel buyer and account engagement programs tailored to your success metrics
Our audience
INFUSE is in contact with a vastly diverse audience, united by a common demand for professional, high-quality B2B content.
Our content is consumed by B2B marketing and sales professionals of all levels. Therefore, while our content must be insightful and authoritative, finding a balance between accessibility and evolving terminology is key.
Additionally, we cater to all regions, including EMEA and APAC. As a result, our content is often produced in both American and British English variations. See the chapter “British English content” for more information.
Voice and tone
Achieving balance between authoritative language and ease of understanding is the key challenge in creating content for INFUSE. Our goal must be to convey professionalism and deliver value, without compromising readability and accessibility.
Expressions that reflect the spoken language must be avoided, as they can detract from the expected formality of our content. This includes, but is not limited to, the following:
Contractions
INFUSE content avoids utilizing contractions due to the informal connotation they carry.
Examples:
Don’t use contractions
Do not use contractions
It’s crucial to ensure…
It is crucial to ensure…
Direct quotations are exempt from this rule. Other content that may deviate from this rule is determined on a case by case basis.
Clichés
Aside from not translating well and presuming a certain cultural repertoire from the reader, clichés can indicate a lack of creativity that might damage a reader’s impression of our content and brand.
Examples:
Think outside of the box
Adopt unorthodox approaches…
B2B does not need to stand for boring-to-boring
B2B marketing can successfully
incorporate engaging B2C practices…
Content is king
Content marketing is key to driving results…
Colloquial expressions, idioms, and phrasal verbs
In addition to being highly informal, these can prove difficult for non-native English speakers to interpret correctly, especially for people whose primary contact with the language comes from formal, business-driven environments.
Examples:
to bite off more than one can chew
to become overwhelmed with…
to be up for…
to be available for/to be planning on…
to come up with…
to develop…
to boil down to…
in sum…
Acceptable phrasal verbs are more abstract, isolated from a metaphorical origin, and usually have no clearer equivalent. These are also easier to understand due to their common usage even in formal settings, such as “to break down,” “to look into,” etc.
Higher-formality synonyms can help you bolster the professional tone that guides INFUSE content, such as employing the verb “to utilize” instead of “to use.” Conversely, however, convoluted language, obscured by uncommon words, jargon, and academicisms, can also create difficulties in comprehension and should therefore be avoided.
Archaic/seldom-used vocabulary
Exaggerating the formal tone in our content can hinder clarity and alienate less-skilled English speakers, as well as seem pretentious.
Examples:
fortuitous
accidental, unpredictable, coincidental…
impromptu
unplanned, improvised…
hodiern
modern, present-day…
The purpose of a given content piece, as well as the channel/platform where it will be published, are also important criteria to consider. For example, our social media channels accommodate more engaging language to motivate interaction.
Textual structure
In order to be value-first to our audience, our articles must have a clear, logical argumentative structure. Creating an outline prior to writing is essential for organizing topics in a logical order. INFUSE content pieces usually share a common basic framework:
- A short, introductory paragraph presents the discussion topic, always from a buyer-centric angle
- Often, data and citations can be leveraged to create an open loop that captures the reader’s attention, linking the topic to a specific challenge or pain point
- The following chapters then examine different facets of the challenge, discussing its implications and proposing possible solutions
- Finally, key takeaways summarize the article’s essential insights, presenting the most efficient solutions discussed and relating them to the reader’s challenges
The key to creating high-quality content is delivering valuable, relevant information that empowers the reader to tackle pain points, fostering trust and cementing our brand reputation.
Paragraph composition and sentence length
Shorter paragraphs enhance readability, keeping readers engaged for longer. For this reason, paragraphs must contain as few sentences as possible, all orbiting a common point.
Conjunctions, adverbs, and adverbial phrases, such as “as a result of,” “therefore,” “nevertheless,” etc., must be used to link paragraphs and sentences to promote a logical flow throughout the text.
Sentences, in turn, must be varied in length. This helps authors foster reader engagement and prevent drop-off. To add to this fluency, avoid truncated and fragmented sentences. Wherever possible, cut down on any information that does not add to the sentence’s core meaning and function.
Repetition and clarity
Aside from disrupting the reading flow, repetition detracts from the text’s authority, suggesting a limited understanding of the subject matter. Avoid repeated expressions and structures throughout your content, as these will likely be noticed by the reader.
We often fall back into repeating familiar structures when writing first drafts. Be sure to conduct a careful review after the text is completed to filter these out. Consider reading your drafts aloud to help identify repetition.
Semantic repetition can also signal unprofessionalism, even if literal reiterations are avoided.
See the example below:
“Target market demographic data collected from prospective clients can be used to segment markets primarily based on their location.”
In this sentence, “prospective clients” refers to the same idea as “target market.” By removing elements that might not add to the function of the text, this sentence could be better written as:
“Target market demographic data can be used to segment markets primarily based on their location.”
In short, strive to only incorporate useful information that adds value and advances the reader’s understanding of the discussion. Ultimately, it is more important to recognize when the content piece has provided all the necessary information to meet its purpose, rather than following a strict word count.
Calls-to-action (CTAs)
Follow these pointers to ensure your CTAs are resonant and drive user engagement:
- Be short and concise. Aim for one single sentence, around 20 words. Two sentences and a maximum of 40 words should be the ceiling for CTA copy. The idea is to motivate action without overwhelming readers with information.
- Utilize action words in imperative form to drive action.
- Focus on the value that the user will receive by taking the proposed action.
- Be transparent. The CTA copy should not mislead readers with false promises.
INFUSE audience data and team information
Unique aspects regarding INFUSE, such as information on our audiences and team members, are often cited in our content for competitive differentiation. Here are some parameters regarding the wording we utilize to refer to these data, including the most up-to-date numbers:
Audience details
INFUSE boasts a proprietary first-party database containing information on millions of B2B professionals across all verticals. This information is displayed as follows:
GLOBAL AUDIENCE: 252M+ B2B profiles, 16M+ companies, 35+ verticals
NAM: 160M+ B2B profiles
APAC: 26M+ B2B profiles
EMEA: 63M+ B2B profiles
LATAM: 1.3M+ B2B profiles
This is the preferred style to represent these numbers, although variations are accepted in body text. The “B2B profiles” expression, however, is mandatory, as we cannot guarantee all of our contacts have decision making authority.
252 millions of B2B decision makers
252 million+ B2B contacts…
252M+ B2B profiles
The INFUSE team
As a global company, INFUSE is proud to employ professionals across the world, offering our clients 24/5 availability in all time zones.
- 1,400+ team members
- 75+ countries
- ALL time zones
- 40+ languages
In client-facing communications, we refer to our team members as “demand experts.”
This highlights the experience and efficiency of our team in driving demand generation results. We also have a growing team of specialists, referred to as “GTM Strategists,” whose activities should be described as “excellence in action.”
Our team is available…
INFUSE demand experts are available…
Contact a Demand Strategist
Contact a demand expert
Our in-house Demand Strategists
craft exclusive tactics custom-tailored to your needs…
INFUSE GTM Strategists
craft exclusive tactics…