After the disruption to sales cycles in 2020, lead generation will be more important in 2021. Industrial B2B firms must be proactive in establishing relationships if they want to capture the benefits of rising customer budgets. Over the last several years, traditional events that once defined the B2B lead generation calendar have become less influential. […]
Every year, many businesses face the same dilemma: In-house marketing or an agency? Digital marketing has become crucial for industrial firms seeking to differentiate their brand and generate more leads. However, there is no single approach to marketing that’s right for everyone. In-House Marketing: Pros and Cons Pro: Control Control and communication go hand-in-hand […]
What Is a Website Heat Map? In digital marketing, a heat map is a visual representation of how users interact with your website. It tracks where attention falls as users scroll down a page: In general, red areas are those that receive a high level of attention, while blue areas are those that rarely or […]
What is SEO? SEO – search engine optimization – is a collection of best practices in website design and management that help you raise your website’s visibility in online searches related to your business. Following SEO principles produces a better experience for users, which makes it more likely you will attain higher search results ranks. […]
What is Google Page Experience? Google Page Experience represents a reorganization of four existing search engine ranking signals and the introduction of three new signals called “Core Web Vitals.” Google Page Experience is expected to go live in May 2021. What Has Changed and Why? Most modern industrial websites are already performing in accordance with […]
Many Business Owners Question Whether Blogging Is Effective for Lead Generation With so many brands out there re-imagining themselves as “digital publishers,” there are hundreds or even thousands of pages on any topic imaginable. The overall quality of those pages is going up as brands jockey for position. So, it’s reasonable to wonder: Is blogging […]
Why Blogging is Different in B2B Blogging has become a “must-have” for B2B enterprises. Without a blog, you miss out on a critical opportunity to raise your visibility in organic searches related to your business. You also yield opportunities for thought leadership to other brands with a more proactive publishing schedule. However, blogging is different […]
Forrester Research, well known for developing some of the most insightful content on the B2B buyer journey, recently released a study asking leaders which metrics are measured on their top-level analytics dashboards. Why Measurement in B2B Marketing Is so Important Measurement in B2B marketing enables continuous improvement that creates compounding competitive advantages over time. By […]
What Is Influencer Marketing? Influencer marketing leverages a partnership with an existing social media or industry personality who has cultivated followers in a relevant niche. This person’s reputation enables him or her to endorse your product, support your brand, or cooperate in content marketing initiatives that remain authentic and impactful. Why Is Influencer Marketing Effective? […]
What is Content Marketing? Content marketing is the principal form of inbound marketing – digital marketing techniques focused on attracting prospects at the moment they express interest in what you offer. Content marketing emphasizes publishing helpful, informative blog posts, videos, and other media. This allows you to: Draw traffic to your website by raising your […]
Over the last several years, more marketers have recognized the potential of long-form content. There is no precise definition of long or short-form content, but a good rule of thumb is that long-form content is 2,000 words or more. The greater length of long-form content gives it the potential to be keyword rich and to […]
Because you can connect with thousands of contacts for pennies a month, email marketing has the potential to offer exceptional ROI. But email marketing is also one of the fastest-moving marketing techniques. It must take into account changing technology, consumer preferences, and regulations. It was not long ago when marketers of all sizes were retooling […]
Importance of Good Website Design Good website design is essential on two levels: User experience and search engine optimization. User experience relates to the ways a website’s design makes it easier for users to complete tasks. Good website design creates a frictionless experience that allows people to find the information they want fast. Because it’s […]
What is Inbound Marketing? Inbound marketing refers to marketing techniques that draw leads to you at the moment they express the need for your products or services. This includes blog content, pay-per-click ads, videos, and more. The biggest risks of not doing inbound marketing are: You will be beholden to interruptive outbound techniques like cold […]
Why Social Media for B2B Brands Will Be Different in 2021 Social media is an important part of lead generation for B2B. While it lacks the razzle-dazzle of B2C, there is a ready audience for well-crafted B2B content. However, B2B firms must move with the times to remain effective. In 2021, budgets for purchase decision-makers […]
What Is SWOT Analysis? A SWOT analysis is a strategic planning tool used to assess the state of a business and develop a sense of its immediate priorities. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT is often used as a starting point when marketing teams craft campaigns. It helps isolate an issue, guide […]
What Is Dynamic Content? Dynamic content is website content that is generated on the fly according to user data and other parameters set not when the content is authored, but during or shortly before the user’s interaction with it. This content is highly personalized, often by putting together smaller content “building blocks” in novel ways. […]
Why Lead Generation Will Be Difficult in 2021 From small businesses to multinational enterprises, many companies don’t expect spending on new solutions and equipment to return to pre-pandemic growth levels in 2021. As brands continue to feel the effects of international uncertainty, the leaders who control buying decisions are likely to be more circumspect about […]
A Customer Relationship Management suite (CRM) is a software program that captures and centralizes key information about your prospects, leads and established customers. It enables you to see where contacts stand in their buying process. It also facilitates efficient follow-up, making it extremely useful for sales teams. Of course, data in a CRM gradually goes […]
Content marketing is a strategy for raising your online visibility and driving search traffic by providing helpful, informative blog posts, e-books, whitepapers, and videos. Done consistently, it provides a steady stream of prospects you can develop into qualified leads. B2B content marketing is one of the most effective long-term strategies for lead generation. Over time, […]