B2B Marketing

In-person conferences are cancelled for 2020, and webinars are losing steam. Yesterday’s webinar was a break from work while still working, but today attending any sort of online event feels like just another video conference. That leaves marketers without some of their top lead generating tools. Ask not for whom the bell tolls, it tolls…

Marketers have to go where people have conversations about their wants and needs. These conversations inform our targeting, our understanding of our customers, and our lead generation strategy. At conferences, those conversations happened in the hallways, in the expo rooms, at the coffee station, or during the networking events. While conferences provide marketers with a…

The COVID-19 pandemic has changed working lives for most of us in the marketing business. While our office location has moved into the guest bedroom or kitchen table, for many of us the work hasn’t changed or let up. Most B2B sectors of the economy are still running, and some industries have even managed to…

Personalization has long been a mainstay of B2C marketing, used by leading brands such as Amazon, Netflix, and Spotify to increase revenue and keep customers engaged. In fact, you’re probably familiar with personalization in action that looks a bit like this:  But In the B2B world, personalization isn’t so clean-cut. It’s something everyone talks about, but…

Some of the most common questions we hear from clients revolve around nurture campaigns. From “Why doesn’t our nurture campaign work,” to “What is a nurture campaign,” we’ve spent a lot of time answering these questions to help clients better market their software products. Finally, it occurred to us that we could help many more…

The word “sustainable” gets tossed around a lot. Today, we mostly hear it in reference to sustainably sourced products or sustainable business practices. And while I am certainly thrilled that businesses are making more of an effort to reduce their environmental impact, this is not the only meaning of the word “sustainable.” When we say…

Online giving is a prominent force in fundraising. No longer are donors constrained by your nonprofit’s event schedule, location, or snail-mail methods of contact. Further, connections between digital giving platforms and CRM systems mean heightened, easily-organized donor insights for perfected fundraising going forward. Whether for first-time visitors or long-time supporters, it’s important that your giving…

When was the first time you realized tech companies were listening to your data so they could “personalize marketing” to you? I remember mine clearly. I was standing in my violin teacher’s living room, talking about running while booking my next lesson into my phone’s calendar. She suggested compression socks, as they helped her deal…

At TechnologyAdvice, we love software. We love testing out new tools, writing about who’s got the better workflow and UX, and figuring out how software can improve our work and our lives. Don’t believe me? Take a look at one of the 183 blog posts (at the time of publication) we have written on project…

One of the hardest things for marketing teams to do is to prove their worth. B2B marketing teams don’t normally tie their actions to revenue because, while we gather information on interested buyers, we don’t close the deal. That needs to change. Most companies run on a final-touch attribution model, giving revenue credit to the…

“This is a call from your Visa or MasterCard provider” “Your car warranty has expired” “You’ve been selected to — ” These are all actual calls I’ve received in the past week — all calls I’ve ended quickly and without a shred of guilt. We hang up on robocalls because they’re robots, but how do…

A few weeks ago, I was in the customs line at JFK airport in New York when the fire alarm went off. My husband, my 9 month old son, and I were returning from a week in Spain, and we were worn down from flying with a lap baby. We tensed up, covered the baby’s…

Quick summary: Human beings have been telling stories for thousands of years. Stories are fun, but they also help us form our identities and make sense of the chaos around us. In a nutshell, story is the lens through which we see the world.To learn more about storytelling marketing, I talked with bestselling author, business…

As we marketers get better at grabbing other people’s attention, they grow wise to our methods. So we come up with better methods, only to be outsmarted again. Marketing tactics are ever-changing, but for now, one of the best ways you can engage your customers is by using nurture marketing. We’ve made a lot of…

I hate reading about email subject lines. Like their cousin, the article title, subject lines have been discussed ad nauseam in the marketing blogosphere — to the point where attempting to research the topic drowns you in a torrent of competing best practices. This post is not the all-powerful-ultimate-marketing-secrets-guide to subject lines. It’s a story…