B2B Marketing

You can run a marketing department without a long-term plan, but the chances of success grow slimmer the less planning you do. Planning doesn’t make a great B2B marketer, but it does mean you can measure and learn from your efforts. You wouldn’t hit the road without your GPS, so why would you market without…

The traditional wisdom of marketing says that the more coverage you achieve with your brand and message, the more likely you are to sell. Imagine two comparable products: Kraft Macaroni and Cheese (in the blue box), and the store brand mac & cheese. Both boxes come with dry pasta and powdered cheese mix. If they’re both…

Whether we like it or not, many marketers believe in the myth of virality: that a special combination of tactics, employed in the right order and directed at the right consumers, will yield overnight success. This is especially true for SaaS marketers, who try to balance buyer education with sleek branding. It’s easy for us to look at…

Account-based strategies are all the rage right now — account-based marketing (ABM), account-based sales development, even “account-based everything.” With so many people talking about going account-based, who can blame marketers for not knowing where to start? ALSO READ: 7 ABM Tools That Actually Do Something Unique In this post, we are going to explore the very…

When your sales and marketing programs have scaled to the extent that you need to maintain a large, consistent volume of leads, outsourced lead gen is the next logical move.   You can use another company’s resources and databases to drive new conversations with your reps, and you can specify targeting criteria to weed out the…

It can be hard for mere mortal marketers to keep track of all the touch points in the modern buyer’s journey, and even harder to take advantage of the opportunities those interactions provide. That’s why marketing automation is so useful. With a single platform, you can manage:  That said, not every tool is the same. Some…

Frustration often leads to change. Take, for example, spam. In 2008, spam emails constituted almost 93 percent of total global email volume. That means the average user world-wide wasn’t able to find even one legitimate email for every ten in their inbox. Now that is frustrating. But since 2008, the global spam rate has consistently…

For too long, business-to-business marketers have subscribed to a flawed ideology. We have been told that business buyers are automatons that only care for a certain set of numbers and operate on a purely logical basis. Our audience may include people outside of the office, but when they sit down at their desk, all emotions evaporate.…

Build or buy? It’s the question of the hour for many B2B marketers. Do you build your own campaigns — your own content, creatives, landing pages, ads, drip programs, analytics — or do you pay for outside help? I think we all know, instinctively, that the answer is both. It’s admirable to own your own…

Amar Doshi, the vice president of product at 6Sense, was a recent guest on our podcast, B2B Nation. In this episode, we discussed: Below are some of the highlights from our conversation.* B2B ESP was about owning the customer journey. “More and more marketers are starting to understand that they must go beyond the tactical…

Account-based marketing (ABM) is quickly becoming the strategy of choice for B2B marketers.  We’ve written about the topic extensively here at TechnologyAdvice and even built a new category in our product database — account-based marketing software — to help buyers find the right tools for their ABM efforts. Technology is important for modern ABM, but…

Attend the tale of every SaaS startup you’ve ever known. First, the vision: to make the world a better place — to change the way people work . . . or maybe just the way salespeople work, or maybe just the way salespeople send prospect emails while they’re at work. Then, the platform: a solution so…

Marketers are locked in an eternal battle against apathy. To get people to buy something, you must first convince them they need what your company sells, and that they should care about what you’re saying. In academic terminology, this process refers to influencing customer need recognition. Modern buyers may travel increasingly convoluted paths to becoming a customer, but…

New technologies, a return to account-based selling, and increasingly rich data sources are driving an outbound marketing comeback, but many inbound-minded marketers/salespeople feel ill-prepared to drive outbound demand. Thankfully, there are more similarities between inbound and outbound than you might think. No matter the lead generation model, leads will always need to be qualified by a…

SaaS marketing is anything but easy. You’re promoting a product — er, a service, or a tool, or a platform, or something — that doesn’t lend itself to concise, coherent description. And yet, you desperately need buyers to understand your value proposition. Within five minutes of landing on your site, they should know (1) what…