The book Reputation Marketing was born from the experience gained in the field by Marco Valentinsig, founder of CONPAC, in over ten years of working in digital marketing and communication for B2B companies. In this context, Engage dedicated an article to the release of the volume, published by FrancoAngeli after a writing journey that lasted three years. The book collects reflections, methods, cases and experiences developed working with industrial companies and international entities, with the aim of explaining how reputation can become a concrete lever of growth, positioning and trust.
Why the book Reputation Marketing was born
The book Reputation Marketing was born from the need to give a structure to what has been learned through consultancy, experiments, projects and daily activities in the world of corporate communication. Reputation is not built with a single campaign, with a successful post or with an isolated advertising investment. It is the result of coherence, continuity, presence, content, relationships and the ability to communicate one's value in a recognizable way. The volume starts from this very principle: helping companies, entrepreneurs and professionals to understand that the perception of the market is not a secondary element, but a concrete part of the value of the company.
A book dedicated above all to the B2B world
One of the central aspects of the project is the attention towards the business to business market. In B2B, reputation is often built before the commercial negotiation. Customers, partners, stakeholders and potential collaborators observe a company through its website, LinkedIn, content, the people who represent it and the overall quality of its digital presence. For this reason the B2B corporate reputation is not just about the image. It's about trust. A company can have valid products, solid skills and long experience, but if it fails to communicate them clearly it risks being perceived as weaker than its real value. The book addresses this gap between real value and perceived value, proposing a method to reduce it.
From field experience to a method
The editorial project brings together over a decade of experience in digital marketing, gained through working with companies belonging to different sectors. Among the companies mentioned in the article are Danieli, Alimac®, LATICRETE and LoJack, supported by CONPAC in the development of the online presence and strategic communication on social media. These paths have allowed us to closely observe recurring problems: solid but little visible companies, contents without a reputational direction, discontinuous communication and difficulty in transforming technical skills into understandable messages. The book Reputation Marketing therefore arises from real cases, not from a purely theoretical reflection.
B2B corporate reputation and trust
The B2B corporate reputation is formed through a series of signals that the market interprets over time. The quality of the content, the consistency of the tone of voice, the presence on digital channels, continuity, the way in which the company presents its skills and the ability to generate authority all contribute to building trust. In B2B, this process is particularly important because decisions are often longer, more complex and rational than in the consumer market. Before choosing a supplier or partner, people search for information, observe, compare and evaluate. Reputation therefore becomes a form of business capital: it does not necessarily produce immediate results, but prepares the ground for future business relationships.
CONPAC's point of view
For CONPAC, reputation is not something that can be built quickly or artificially. It does not arise from a formula, from a single action or from a communication designed only to attract attention. It arises from the coherence between what the company is, what it communicates and what the market perceives. The book translates this vision into a structured path, with the aim of offering not only an operational method, but also a different way of looking at marketing. Not as simple promotion, but as a progressive building of credibility.
A contribution to the debate on contemporary marketing
The publication of the volume also represents an important step in Marco Valentinsig's professional career. There are still relatively few entrepreneurs and marketing professionals who transform the experience gained in the field into a structured editorial project. In this sense, Reputation Marketing is not just a personal point of arrival, but a contribution to the debate on the role of reputation in contemporary communication. The book tries to bring order to a topic often treated in an abstract way, bringing it back to the level of decisions, contents, strategies and daily activities of companies.
Why we chose to share this article
The section “In the press"collects the publications that describe CONPAC, the work of Marco Valentinsig and our vision of corporate marketing. The article by Engage is significant because it presents a project that summarizes many of the principles underlying the CONPAC method: reputation, coherence, constant presence, content and ability to build trust over time. For us, reputation is not an ancillary result of communication. It is one of its main purposes.
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