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 […]
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 […]
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 […]
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 […]
A buyer persona is a detailed summary of one kind of buyer for your products or services. The buyer persona represents a single-use case. In other words, it summarizes one type of buyer who has clear, specific goals in mind when choosing your product. Buyer personas are valuable for many reasons: They make content marketing […]
Content marketing is the key to proving your brand’s expertise among your most discerning business customers. Engaging content not only raises brand awareness – an understanding of who you are and what you have to offer – but builds trust as decision-makers compare their options. To be truly effective, content needs to be worth the […]
Analytics is more important to marketing than ever. It’s the factor that allows marketers to make meaning from an ever-growing torrent of data. Using those insights, marketing goes from “best guesses” to a scientific endeavor where you constantly improve. In the new year (and the next decade!), the ability to interpret and act on analytics […]