B2B Marketing

We all know that times change. In the ‘90s people were still focused on finding better ways to sneak ads in through your office fax machine. But as the internet grew larger, computers became faster, and code got smarter, we saw the entire landscape shift. You now have banner ads and email marketing and data…

If you want your marketing campaigns to be effective and relevant to your audience, you can’t go without segmenting your database. How can you allocate campaign budget if you don’t know who your customers are and what they want? You can’t. Luckily, a large part of the segmentation process can be done automatically, if you know where…

Marketers have to spend equal parts of their time trend-watching and judging behavior via human psychology, with a little bit of storytelling mixed in. Because we have a less-than-perfect understanding of these elements, marketers often fall into the trap of believing superstitions that disguise themselves as facts. ALSO READ: 6 B2C Marketing Tactics B2B Companies Should Skip…

Event marketing uses in-person and online gatherings for various marketing purposes. The main marketing returns for an event are: To do these all successfully, your team needs to build a effective strategy starting with outreach before the conference and ending with funneling new leads into your pipeline. This process requires a lot of planning and careful…

Live video has tremendous power to bring people together. From product unveilings to interviews, people naturally gather around this “watercooler” type of content to stay up-to-date on the latest trends and events. And with the popularity of live streaming platforms like Facebook Live, Periscope, Instagram Live, and YouTube Live, it’s becoming increasingly important for brands…

The B2B world has been talking about account-based marketing (ABM) for a while now, and many of the industry’s more forward-thinking companies are already on board. According to eMarketer, 80 percent of B2B marketers say they have an ABM strategy in place or plan to launch one in the next 18 months. Even so, most…

At the beginning of the 2010s, Instagram, Pinterest, and Snapchat didn’t yet exist. Only 35 percent of Americans owned a smartphone, and just two-thirds of American adults watched video online, according to the Pew Research Center. In less than a decade, the digital landscape has drastically changed. To name only a few developments: Americans practically…

Drip campaigns are an easy way to nurture leads, which is essential to growing your customer base. Automated drip campaigns do take planning, but once you get your most important data and content in place, they require very little maintenance.  Of course, email drip campaigns are designed to move your leads toward a goal: engagement…

Marketers have grown fond of the customer lifetime value (CLV) metric, which provides a useful prediction of the total net profit a company makes from an individual customer. That’s not surprising, as it makes other analytical processes, like evaluating the cost of acquiring new leads, much easier. But how do you increase CLV? We’ll show you how…

B2B marketers and salespeople have long relied on “the funnel” to understand how customers convert and how to structure their campaigns. The legendary funnel, despite its myopic, linear perspective, has proven valuable as a mechanism for critical thinking. I.e. companies who use a funnel  — whether it be vertical, horizontal, flipped, or scrambled — are making…

One of the hardest parts of marketing is figuring out where your conversions actually come from and which campaigns should get the credit. Let me end the argument right now: give all credit and money to your content writers. Just kidding. You should build a marketing attribution model, and then give all the money to…

Less than one percent of leads turn into customers, according to Forrester Research. If that doesn’t make you sweat bullets, there’s something wrong with you. Or maybe it’s just your mindset. But this statistic puts the writing on the wall: marketers are still using “spray and pray” tactics, generating low-quality leads who waste sales’ time,…

The marketing world is not for the faint of heart. Marketing directors are juggling dozens of projects, deadlines, and priorities, and teams are working overtime. Execs want to know where everything stands and whether campaigns are on track to meet launch dates. Tight deadlines and tighter budgets mean stretching every minute and every penny further…

Thanks to the HubSpots and the Seth Godins of the world, direct marketing (also known as outbound) has lost a lot of ground to its younger, prettier, more socially responsible sibling: Inbound.   Some have gone so far as to call it “dead.” “As you likely know from reading this blog, we’re huge proponents of…