B2B Marketing

B2B buyers each have their own preferences and research methods when it comes to making software purchases, and there are more places to find and consume information than ever. Because of that, trying to reach your audience is difficult. And it’s also potentially costly. A multi-channel marketing strategy is key to reaching buyers in their…

Branding might be the most undervalued aspect of B2B marketing. Just take a look at any list of the dominant brands in the world, and you might see a B2B brand or two, but branding remains synonymous with the B2C world. But the lack of investment in branding is putting many B2B brands at a…

The number of emails B2B buyers get can seem overwhelming. Overall, consumers receive over 306 billion emails per day. Despite this, email marketing continues to work for many companies, influencing their buyers and providing a great return on investment (ROI). In fact, approximately 59% of people have made purchases based on marketing emails they received.…

Twenty years ago, software vendors that wanted to sell into an enterprise organization would target the tech team and its leadership. They could develop and distribute whitepapers and product guides, and attend the conferences where technology leaders went to talk shop. Today, everyone is a software buyer. And that requires a radical shift in the…

One of the challenges B2B marketers face today is the perception that their brand is boring. As a new generation of B2B buyers takes control of the market, many of the tried and true – but potentially stale – tactics that worked in the past might not produce the same results. That’s why today you…

As of the beginning of 2022, there were nearly four billion total social media users across all platforms, with the average user having accounts on seven social networks. That’s a huge potential audience for your products and services, but if you’re not approaching each site the right way, you’re going to get overlooked.  Additionally, you…

Some people encounter a problem at work with no obvious solution and find a workaround. Others see roadblocks as part of their job or the task at hand and learn to deal with them. And for other people, the desire to solve a problem impacting their daily work fires up their imagination. Chad Waite came…

Every business needs to think about cybersecurity. As a result, there’s a huge market for the growing number of vendors selling the tools and platforms that help keep businesses, their users, and their data safe. And that means noise. For B2B marketers in the cybersecurity space, cutting through the noise and reaching information security professionals…

Spending on native advertising is expected to reach nearly $100 billion next year, yet only 47% of marketers are confident that it works. That lack of confidence likely stems from a misunderstanding of what native advertising actually is and how to implement it effectively. And as buyers are inundated with more and more content, getting…

As B2B (business-to-business) marketers, we’re always looking for the next channel, tactic, or piece of technology that will make our lives easier, enhance our marketing campaign, and bring in more customer leads. At times, we even entertain strategies used by our B2C (business-to-consumer) contemporaries, either by specifically researching B2C marketing tactics or simply gaining awareness…

Gamification as a B2B marketing strategy is an often overlooked and easily misunderstood resource in the marketer’s toolbelt because games are seen as childish tools unsuited to the world of marketing. Gamification need not become an obvious or overbearing addition to a marketing plan. Good gamification feels natural and keeps clients engaged with vendors without…

Understanding whether email marketing or social media marketing is right for a business may be a difficult task upon the outset. These are two of the newest and most widely distributed means of marketing to potential clients in the modern era. Both email marketing and social media marketing campaigns allow small to medium size businesses…

Harnessing the power of email marketing requires following a few email marketing best practices. Email marketing is one of the best ways to reach out to a massive audience, but there are considerations to make when drafting an email in order to maximize your open rates.  Email Marketing Subject Lines   Why is the subject…

When you hear the term “influencer marketing” you might think of lifestyle influencers demo’ing or reviewing fitness products for the B2C context. However, influencer marketing is popular and effective in the B2B space as well. 86% of B2B companies have launched successful influencer marketing campaigns. Influencer marketing is a relatively new branch of marketing in…

A/B testing is a way for marketers to test different growth-hacking techniques and see which one works best. This is often done by creating two different versions of the same thing and showing them to visitors at the same time, then measuring which version was more effective. For example, you might want to know if…