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 […]