B2B Marketing
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25+ B2B Tech Buyer Stats Marketers Need to Know in 2025
Calling all B2B tech marketers! Here are the top technology buyer stats and trends you need to know to align with today’s buyers. The B2B buying landscape is constantly evolving. Buying cycles are getting longer and more complex, decision-making teams are expanding, and tech buyers are changing the way they research and purchase new solutions.…
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2024 IT Tech Buyer Trends: 3 Key Insights for Marketers from Our Latest Report
IT priorities are changing. But what does that mean for your marketing strategy? In June 2024, we surveyed 1,100+ IT and cybersecurity professionals across our community who are actively involved in new software and technology purchase decisions at businesses around the world. We also analyzed the most recent website traffic and audience engagement patterns across…
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4 Mistakes to Avoid When Hiring a B2B Lead Generation Company
This just in: Your demand gen budget has been approved. Hooray! It’s time to start planning out how you’re going to spend it. It’s no secret that lead generation is key to driving revenue for your company and finding the right lead generation company to work with can help you do just that. But with…
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Everything B2B Marketers Need to Know About Newsletter Sponsorships
So you want to learn more about newsletter sponsorships? You’ve come to the right place! As B2B marketers, we’re obsessed with all things marketing — especially when it comes to finding the best ways to reach and convert potential buyers. In this blog post, we’re breaking down everything you need to know about email newsletter…
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BOFU Lead Outreach: Proven Email Templates that Drive Lead Conversions
When resources are used to acquire and nurture leads, acing your outreach and messaging to those identified as bottom-of-funnel (BOFU) leads can make the difference between a new customer or a lead lost in the nurture funnel. Whether you’re new to BOFU lead outreach or well into your years of lead generation, it’s important to…
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How to Combine an Email Marketing Strategy with Digital Advertising
The avenues for digital marketing are vast, yet two standouts have consistently proven their worth: email marketing and digital advertising. These methods, when used strategically, offer an opportunity to enhance brand awareness, connect with potential customers, and create sales. What happens when you combine the direct, personalized approach of email marketing with the broad reach…
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How to Execute an ABM Strategy Using Digital Advertising
Digital advertising has a huge reach, which is why so many marketers use it in their campaigns. The Google Display Network alone reaches 90% of global internet users and 94% of internet users in the United States. Thanks to this reach, many marketers are turning to display advertising to help them build an account-based marketing…
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Rebuilding Your Newsletter List After the Google Scrub
Have you noticed a large drop in your number of email subscribers over the last week or two? If so, it’s likely because Google started deleting accounts that hadn’t been used for at least two years on December 1st. While the move is a good one — unused or forgotten accounts are more likely to…
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The Role of Programmatic Advertising in the B2B Customer Journey
As businesses start take the full funnel into consideration during the sales process, marketers are leaping at the opportunity to showcase what they’ve known for a while — display advertising has actual value, despite return on investment (ROI) being difficult to prove. Because of this, annual spending on programmatic advertising is expected to reach over…
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5 Ideas to Help B2B Marketers Maximize Content Distribution
The downfall of many B2B content marketing strategies isn’t content creation, though scaling content creation remains a significant challenge for many teams. Content distribution is where many seemingly solid plans lose their way. There are a couple of reasons why distribution proves to be a challenge. The first challenge has to do with who is…
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How to Spend Wisely on B2B Paid Media
Especially after the COVID-19 global pandemic, conversations around allocating spend and budget on paid media in the midst of an economic downturn have increased. Even though cutting marketing budgets in moments of crisis can be knee-jerk reactions from some B2B marketers, others see it as an opportunity for B2B tech companies to increase, or at…
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How to Build a B2B Customer Marketing Program
When most people in the B2B space hear the term “marketing,” their mind immediately goes to customer acquisition or audience marketing. They think about driving new customers to B2B brands using content syndication, email marketing, and paid media. Acquisition marketing is essential to B2B revenue organizations. But as B2B businesses – especially software-as-a-service (SaaS) vendors…
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In 5 Charts: What B2B Buyers Want from the Purchase Process
Of the many changes to hit the B2B sector in the past 20 years, none has had the impact of buyers taking control over the process. Today’s buyers are free to seek out information about vendors and products from any number of sources of information. In the past, vendors held all of the information and…
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6 Ways to Meet the Needs of Digital Natives
Content marketing is the strategy, or strategies, implemented to attract, engage, and retain an audience to then be nurtured into customers. Even in our tech-focused age, the goal of B2B content marketers continues to be increasing their overall brand awareness through their many avenues of communication, such as their website, social media profiles, and general…
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What’s Working for B2B SaaS Challenger Brands?
Operating in a space dominated by large, well-known brands poses a challenge for companies in any sector. In the SaaS software market – and in CRM in particular – the challenge can seem monumental. Clare Dorrian is the CMO of SugarCRM, where she and her team are leading their challenger brand up against heavyweights like…