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Marketing

How Top B2B Marketers Are Using AI

Artificial intelligence aims to equip machines to make effective decisions based on input from the environment—without having to wait for an operator. Such devices use machine learning, a process in which they gradually become more efficient at analyzing large quantities of specific data. Computers do not learn, think, or plan like human beings: However, they […]

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5 Keys to Success When Attending a Virtual Trade Show

Virtual trade shows have become extremely common in today’s post-COVID world. Adapting your skills to a virtual event can be challenging: Technology may not always work as planned, and making an authentic connection over a webcam takes practice. But, virtual events are important because they’ve replaced face-to-face gatherings (for now) and represent all the same […]

Emotions

5 Ways to Use Emotion Effectively in B2B Marketing

B2B buyers often pride themselves on data-driven decisions. But every purchase has an emotional component, and that definitely includes B2B. Using emotion in B2B is high risk and high reward: You can connect with your audience on a deeper level, but you run the risk of seeming unprofessional if you do it wrong. Here’s how […]

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How to Set Your B2B Marketing Budget for 2021

A business’s marketing budget helps it determine whether its outreach is hitting its financial targets. Rigorous budgeting is an effective way to align your marketing organization with your strategy, goals, and expectations. As B2B marketing teams move toward 2021, many prospects are taking a wait-and-see approach to investing in new capabilities. Enterprises catering to this […]

4 Expert Predictions for Email Marketing in 2020 & Beyond

Email marketing builds long-term relationships with leads and customers by sending helpful, informative content on a regular basis, adding value to subscribers’ lives and businesses. Because email marketing is scalable and inexpensive, B2B, and B2C firms both use it with great success. But in the past, it has been misused to pepper subscribers with constant […]

The Top 5 Ways to Generate B2B Leads During a Pandemic

A B2B lead is a decision-maker with the budget, authority, and need to implement your solution within a reasonable timeframe. Leads enter your sales funnel, get qualified, and ideally convert into customers. In the old days, most B2B leads were reached through outbound marketing like cold calling. Now, interruptive techniques are giving way to inbound […]

Should Your B2B Website Have a Chatbot?

What is a Chatbot? A chatbot is a software that provides customer service by simulating conversation. Due to its interactivity, many customers prefer posing questions to a chatbot rather than digging up information on a lengthy webpage. How Does It Work? The simplest command-based chatbots are preprogrammed with answers to specific questions and respond to […]

What Is Remarketing & How Does It Generate Leads

What is Remarketing? Remarketing focuses your valuable marketing dollars on the people most likely to interact with your brand – those who have done so before. Remarketing ads are shown exclusively to people who have visited your website in the past, whether they clicked on an ad, social media post, or a search result. Remarketing […]

The 9 B2B Marketing KPIs You Need to Start Tracking

A Key Performance Indicator (KPI) is a metric that clarifies the impact of your marketing. By tracking KPIs over time, you know which campaigns are performing well and see the impact of adjustments you make. While it may be enough to follow social media engagement, website hits, and conversion rates in B2C, B2B enterprises must […]

How to Build Effective B2B Buyer Personas

Any B2B enterprise starts with your knowledge about your prospective customers. You have to know what their needs are and how to serve them. Over time, however, your initial assumptions can fall out of date. If you “lose touch” with decision-makers and their preferences, it becomes harder to align your products, services, and customer care […]

The Top 5 Ways to Engage Your Customers on Social Media

How do you know social media is making a real difference for your business? The answer is engagement. Social media engagement is a measure of users’ concrete involvement with social content. “Likes,” shares and subscribes are all measures of engagement. Although some types of engagement are more useful than others, good content inspires engagement regularly. […]

Do Facebook Ads Really Work for B2B Businesses?

What do the latest digital marketing statistics say about Facebook ads for B2B? Facebook ads are known as a method for driving “overnight” traffic to any consumer business. But can they be as effective in the B2B marketplace? Researchers around the world probed deeper and made these discoveries: More than 90% of marketers surveyed are […]

Why Developing Buyer Personas Is So Important

A buyer persona is a representation of one type of buyer of your products. You create personas by listing all of your knowledge and assumptions about a customer: Who they are, where they work, and what their key business problems are. By planning your marketing efforts with one of these personas in mind, you can […]

How To Write Content That Doesn’t Suck

Web content is everything you create for online consumption that communicates your brand. Brands are motivated to create content because it attracts organic search traffic. But, sadly, most content sucks. It’s written to move metrics, not people. And it shows. But every B2B brand needs to publish content to be seen as an authority. So, […]

Staying Connected with Clients During Social Distancing

Stay-at-home mandates – and all the social distancing necessary to stay safe – is changing the way businesses communicate with their clients. With face-to-face interactions on pause, for the time being, it’s crucial to find fresh ways to keep relationships strong. Entire market segments are rapidly transitioning to digital communication. Odds are that your brand […]

5 Questions To Ask When Hiring a B2B Marketing Agency

Hiring a B2B marketing agency helps you get more ROI from your marketing budget. You will be able to quickly see which initiatives are producing results and which ones aren’t, helping you optimize your spending. Plus, you can stay focused on the things you do best. However, not all B2B marketing agencies will be a […]

Mistakes to Avoid in Email Marketing

When it comes to marketing your business, you cannot afford to ignore a tool as valuable as email marketing. It’s an incredible opportunity to reach potential customers: In 2019, there were 3.9 billion global email users. That number is expected to grow to 4.3 billion by 20231 Email is becoming even more popular and ubiquitous: […]

How Will COVID-19 Affect Conferences For 2020 And Beyond

Industry conferences are just one of many things being affected by the COVID-19 pandemic. Even avid conference-goers are reconsidering plans in light of the health threat. More than 250 marketers from the U.S., Europe, and Asia responded to a recent research survey, with 66% saying they would only attend virtual events unless a COVID-19 vaccine […]

What Are Call Analytics Platforms And What Are They Good For?

It’s a fact. Data drives continuous improvement in business. Unfortunately, many business telephone systems are “black boxes” that don’t output relevant data for performance measurement. Call analytics platforms are stepping up to fill in that gap. Call tracking provides data from inbound calls, linking call activity to its origin on your website or ads. It […]

How To Make Your Blog Generate Leads

A helpful, informative blog may be the most important asset in your digital marketing strategy. According to research from HubSpot, companies with blogs generated an average of 67% more leads than those without.1 Websites with over 310 indexed pages, most of them contributed by blogs, saw a 236% increase in leads compared to those with […]