Marketing technology continues to advance and drive tremendous change. B2B marketers in particular will find 2021 a year full of both challenges and opportunities. To make the most of them, seizing the emerging power of advanced marketing tools will be essential. Trends – and customers’ expectations – will be dramatically shaped by the novel customer […]
For B2B businesses, 2020 saw all plans go out the window. Many were put on the defensive, but the new year is an opportunity to be proactive. Customers may not be investing in solutions at the rate they were, but you can establish an effective marketing strategy and position your business to benefit from the […]
The holiday season can be a tough time for marketers to generate leads. B2B decision-makers wrap up the year with a close eye on budgets and often go into strategic “hibernation” until Q1. Your existing contacts can also go dark – after all, they are spending time away from the office. Here’s how to keep […]
The B2B marketing funnel is a way of conceptualizing the buyer journey. At each level of the funnel, marketers are called upon to ensure they have relevant, high quality content aligned with the decision-maker’s knowledge and priorities, which change throughout the process. The B2B marketing funnel helps marketing teams develop content that speaks to buyers […]
For years, internet marketing has depended on the cookie to track user behavior. Soon, that will change. The Google Chrome browsing team has announced that future iterations of the browser will automatically reject third-party cookies by 2022. This dovetails with global trends toward more stringent privacy protections. Here’s what to know: How have browser settings […]
Dozens of different factors influence your blog’s ranking in search: Some include: The number of “backlinks” pointing to your website Internal links leading users elsewhere on your site External links leading from your website to others How long users stay on your page and engage with it How fast your pages load How secure your […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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? 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 […]
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 […]
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 […]
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. […]
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 […]
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 […]
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, […]