In 2020, much B2B activity was frozen in time. But B2B decision-makers continued to refine their preferences and expectations. Those changes created the seeds of marketing trends industrial companies must face today. Risk of Not Being Aware of Upcoming Marketing Challenges Even the savviest B2B buyers are very different today than they were twelve months […]
As B2B buying and selling ramp up after the pandemic, it is more important than ever to have the right goals in place. Without them, you’ll risk missing out on great opportunities in the second half of 2021. Benefits of Effective Goal Setting Goal setting should be step one in any endeavor. Knowing your goal […]
Marketing technology advanced remarkably throughout 2020. Not only has the underlying technology become more sophisticated, but B2B leaders are more comfortable handling buying decisions over digital channels. This expands marketers’ opportunities to use the right technology to reach their customers and track performance. Let’s take a closer look at what it means for 2021. The […]
Video Is One of the Most Engaging Forms of Content Today Virtually all top brands use video content to drive brand awareness, convert leads into customers, and boost lifetime customer value. Video is more memorable and more likely to be shared than text content. A page with video is far more likely to lead to […]
Marketers can use seasonality and timeliness to their advantage. And that isn’t just for B2C businesses. B2B enterprises face unique opportunities as their target customers pivot out of “survival mode” and look for new ways to excel. Bigger budgets are providing decision-makers with leeway to update equipment and make other critical purchases. B2B firms can […]
What Is Remarketing? Remarketing is a powerful way to reconnect with people who have interacted with your brand in the past. It is an approach to digital advertising that allows you to create custom audiences based on the specific actions a person has taken on your website or within your other digital properties. The most […]
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 […]
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 […]
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 […]