B2B Marketing

Business newsletters have been a cornerstone of marketing for years for both small businesses and enterprises alike. No matter what other marketing trends come and go, business newsletters—now most often in the form of email newsletters—are here to stay for a reason.  Few other marketing channels can match business newsletters’ consistency and effectiveness, which is…

An increasing number of technology vendors are making artificial intelligence (AI) central to their products and their messaging. For B2B marketers that like to talk about ROI and value, AI presents a conundrum: How do you balance the use of AI with business outcomes? AI is a foundational technology that is incredibly complex to explain,…

In earlier blog posts, we’ve covered what community is, strategies for building community, and how to measure a community’s success. Here, we’ll explore what companies with successful community strategies have in common and the community management tools that they use.  Creating a community around your brand may seem contrived, even daunting. However, building a brand…

B2B marketers that want to put their brand where the conversations are taking place need to understand how to use social media. That might sound obvious given the dominance of social media today across B2B and B2C audiences, but all social media platforms are not created alike. LinkedIn is the first platform that comes to…

As a marketer, it’s essential that you know your target audience inside and out. You need to understand its likes and dislikes, its challenges and its goals. This is the knowledge that will help you address the needs of your audience. But that’s only part of the job of being a B2B marketer. If you’re…

Account-based marketing (ABM) is such an integral part of the strategy for so many B2B marketing teams that it is hard to understand how marketing worked before it burst onto the scene. The early promises of ABM included increased efficiency and better alignment between marketing and sales. When marketing knows exactly which accounts it needs…

Product-led growth is a go-to-market strategy that relies on your organization’s products to acquire and retain customers. With the demand for digital products and experiences at an all-time high, it’s not surprising to see product-led growth gaining popularity. Digital products and the experiences they deliver are significant differentiators for many organizations. Today’s consumers expect seamless…

There has been a lot of attention on the healthcare industry over the past two and a half years, and it hasn’t all come from consumers and the news media. Healthcare in general is more complicated than it was 20 or 30 years ago. There are more specialists involved in care, more facilities, and more…

People don’t remove their B2C hats when they’re researching products in their business life. That’s why B2B marketers are often reminded that some of the tactics and platforms that have the “B2C” label deserve a look in B2B marketing. It’s all marketing to people, after all. But B2B purchases are still made by a committee…

A digital marketing dashboard pulls data from multiple sources, including website analytics, social media, digital advertising, and email campaigns in real-time and displays it in a single location.

Content marketing is one of the most popular and effective marketing tactics in B2B, but has the content evolved to keep up with the audiences? Experiences and interactivity are more commonly found in B2C marketing efforts where the audience is large and the resources are often more plentiful than in the B2B space. It’s simply…

One of the steepest challenges facing any business is mapping out a marketing budget. In today’s crowded marketplace, drilling down on what channels to focus on, what metrics to aim for, and which technology tools to use to support the business’s growth creates a monumental yet pivotal set of decisions. These challenges are especially pronounced…

Software developers are the builders in their organizations, and like a lot of builders, they feel strongly about their tools. You can’t market to software developers the way you market to senior business leaders. Developers are more hands-on. They like to try before they buy. And marketing to software developers often means taking a bottom-up…

[vc_row pix_particles_check=””][vc_column][vc_column_text] Customer buying behaviors are constantly changing, even without the involvement of outside factors like a global pandemic or new technology. While some marketers get frustrated with these changes and revert back to mass marketing techniques, businesses that stick with their data-driven marketing strategy can actually see double-digit increases in sales numbers. In order…

Whether you call it organic marketing or inbound marketing, strategies that bring prospects to your brand in search of a solution to their problem stand in contrast to outbound strategies that are usually more costly. As B2B marketers pivot from lead generation to demand generation, organic and inbound tactics are gaining traction once again. Creating…