B2B Marketing
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The Role of Programmatic Advertising in the B2B Customer Journey
As businesses start take the full funnel into consideration during the sales process, marketers are leaping at the opportunity to showcase what they’ve known for a while — display advertising has actual value, despite return on investment (ROI) being difficult to prove. Because of this, annual spending on programmatic advertising is expected to reach over…
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5 Ideas to Help B2B Marketers Maximize Content Distribution
The downfall of many B2B content marketing strategies isn’t content creation, though scaling content creation remains a significant challenge for many teams. Content distribution is where many seemingly solid plans lose their way. There are a couple of reasons why distribution proves to be a challenge. The first challenge has to do with who is…
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How to Spend Wisely on B2B Paid Media
Especially after the COVID-19 global pandemic, conversations around allocating spend and budget on paid media in the midst of an economic downturn have increased. Even though cutting marketing budgets in moments of crisis can be knee-jerk reactions from some B2B marketers, others see it as an opportunity for B2B tech companies to increase, or at…
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How to Build a B2B Customer Marketing Program
When most people in the B2B space hear the term “marketing,” their mind immediately goes to customer acquisition or audience marketing. They think about driving new customers to B2B brands using content syndication, email marketing, and paid media. Acquisition marketing is essential to B2B revenue organizations. But as B2B businesses – especially software-as-a-service (SaaS) vendors…
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In 5 Charts: What B2B Buyers Want from the Purchase Process
Of the many changes to hit the B2B sector in the past 20 years, none has had the impact of buyers taking control over the process. Today’s buyers are free to seek out information about vendors and products from any number of sources of information. In the past, vendors held all of the information and…
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6 Ways to Meet the Needs of Digital Natives
Content marketing is the strategy, or strategies, implemented to attract, engage, and retain an audience to then be nurtured into customers. Even in our tech-focused age, the goal of B2B content marketers continues to be increasing their overall brand awareness through their many avenues of communication, such as their website, social media profiles, and general…
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What’s Working for B2B SaaS Challenger Brands?
Operating in a space dominated by large, well-known brands poses a challenge for companies in any sector. In the SaaS software market – and in CRM in particular – the challenge can seem monumental. Clare Dorrian is the CMO of SugarCRM, where she and her team are leading their challenger brand up against heavyweights like…
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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…