B2B Marketing

Sales and marketing organizations are both tasked with adding new clients and growing revenue, but despite these shared goals, their strategies are often out of alignment (at best) or completely at odds with one another (at worst). Research on the topic says that B2B firms that tightly align their marketing and sales teams are better…

Just like many industries, digital advertising is looking at significant revenue losses amid the economic fallout of the COVID-19 pandemic. According to eMarketer, growth in digital ad spending will come in at around 1.7 percent this year — a big difference from the original projection of nearly 17 percent — with Google and Facebook seeing…

What is it that makes a B2B buyer receptive to your marketing? Is it who they are? Is it the situation they’re in? Or have they reached the point where the status quo — the legacy software, the time-consuming manual process, the spreadsheets that connect data from various sources — is simply no longer tenable?…

It’s been a while since search engines like Google and Bing enhanced their search algorithms with machine learning. Instead of relying mostly on keywords to deliver search results, most search engines now use various forms of artificial intelligence like machine learning (ML) and natural language processing (NLP) to provide users with better, more relevant information.…

The IT channel is in the midst of major disruption. Value-added resellers (VARs) and systems integrators are making the transition to the managed service provider (MSP) model, which relies more on cloud-based services than racking and stacking servers and updating hardware. In this episode of the B2B Nation podcast, we’re going to discuss how the…

Account-based marketing (ABM) programs account for more than one-quarter of B2B marketing budgets, and research shows that businesses that stick with ABM see their results continuously improve. ABM is more than a trend; it’s a proven way to grow your business with new and existing accounts. We asked our ABM experts at TechnologyAdvice how they…

Creating content for B2B audiences isn’t always easy. Along the journey that takes your content from idea to creation to distribution to results, there are a number of places where things can go wrong. Let’s take a quick look at some of the challenges facing content marketing in the B2B space today. Too many B2B…

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…