B2B Marketing
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The Roles of Business and IT in Today’s B2B Buying Process
[vc_row pix_particles_check=””][vc_column][vc_column_text]The biggest change in the purchasing process for business technology over the past decade is the role of business users. IT no longer makes all of the decisions about technology. Instead, it’s the business users who use the tech on a daily basis who do much of the work. The area of low-code development,…
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How to Use Intent Signals to Boost Your Pipeline
Intent data was a term rarely discussed in B2B marketing circles 10 years ago, but today it’s a staple in every marketers’ toolbox. The idea behind intent data is simple. People partake in all sorts of activities online. They visit vendor websites, fill out forms, engage with chatbots, and they type search terms into search…
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Long-Term vs. Short-Term Strategies in B2B Marketing
Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy. Sounds pretty intuitive, right? It is. But it’s often a tremendous challenge to pull off successfully. Most marketers work in an environment where it’s…
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How Marketing and Customer Success Team Up to Drive Revenue
We were all taught that it’s less expensive to keep an existing customer than to create a new one. Today, the popularity of the software-as-a-service (SaaS) model of software delivery has renewed the focus on this age-old bit of business wisdom. Before the widespread availability of SaaS applications, software vendors had to encourage customers to…
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The AI Tools Hiding in Your Existing B2B Martech Stack
In an era where AI and its impact on B2B marketing is constantly evolving, marketers may feel inclined to always adopt the newest and brightest tools to add to their martech stack. While you can take this approach, it’s important to not abandon the tools already at your disposal and their existing AI capabilities. The…
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The Original PLG: Marketing to Software Developers
More than 15 years after it happened, you can still find videos online of Microsoft’s Steve Ballmer chanting “Developers! Developers!” more than a dozen times at a Windows conference in 2006. You can’t blame Ballmer for his excitement. Put the right combination of tools, technology, and ideas in the hands of a developer and you’ve…
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One B2B Tech Trend to Watch in 2024: Secure Connectivity
When it comes to tech trends for this year and into 2024, generative AI is clearly creating more buzz than any other technology trend. It’s been the darling of investors, executives, and the media, who can’t pass up a good story about students cheating on assignments and machine-generated inflated resumes. Despite a mid-year (and inevitable)…
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Lead Generation is Evolving. Are Your Programs Keeping Pace?
B2B lead generation is the process of identifying and funneling ideal customers of your product or service into your sales process. Even here in 2023, B2B lead gen continues to prove it’s still an essential tool for marketers. Lead generation partnerships can only be successful if there is effective communication regarding goals and strategies between…
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5 ABM Challenges B2B Marketers Must Overcome to Show Results
Account-based marketing (ABM) is one of the most popular strategies used by B2B marketers. Unlike B2C firms with products that often have broad appeal, B2B firms target much smaller markets. And even in those markets, only a select number of businesses have the need, budget, and headcount that will lead to a successful relationship. By…
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How Your Brand Helps Turn B2B Prospects into Buyers
The B2B technology buying process is full of complexity and risk for B2B buyers. There are often dozens of software applications and technology tools available to meet the business needs of buyers. For B2B marketers, for example, there are more than 11,000 martech applications available on the market, offering everything from data enrichment to marketing…
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How to Make Customer Advocacy Fun, Easy, and Rewarding
This is a guest contribution from Cassandra Jowett, the Content Marketing Manager at Influitive, an advocate marketing platform. You can visit our gamification product listings to compare Influitive against other solutions. It’s a scenario many marketers can probably relate to: Hoopla’s Director of Customer Success, Helen Lam, knew that Hoopla’s customers were great fans of…
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How to Approach Innovation in B2B Marketing
Because we live in a world surrounded by technology, we often equate innovation with devices and software. But innovation is about taking a different approach to just about anything. If you can make something faster, more efficient, and more productive, you’re innovating. During times of economic uncertainty, innovation and experimentation are often cast aside in…
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How Economic Conditions Help You Rethink Your Marketing
Resource constraints are hitting B2B marketers hard. The teams are often smaller than they were two years ago. The tools are fewer. But the goals are often headed in the other direction. Many marketers are tired of hearing “Do more with less.” And a better approach to economic uncertainty might be rethinking what your company…
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How to Market AI Outside the Tech Sector
Businesses in the technology sector understand the benefits of artificial intelligence (AI) better than most. But the full scope of AI’s potential lies beyond tech, in industries that have been slower to adopt tools that can rapidly analyze data and help manage risk. The construction industry, for example, touches almost everything we do. But it’s…
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Is Your Marketing Content Self-Centered?
When B2B buyers are researching purchases they plan to make, there’s a long list of things they need to know before they can make a decision, including the obvious like price and features. But even earlier in their buying journey, most buyers consider the business value that a new type of software will bring to…