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…

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…

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…

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…

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…