B2B Marketing

As organizations make the permanent shift to hybrid workstyles, there’s more demand than ever for new technology solutions. Since working directly with a software company doesn’t offer the right support for many companies, many of these organizations rely on implementation agencies to help them deploy and adopt the resources they need. That leaves channel marketers…

If there’s a product, service, or company that you could passionately talk about at length, if you volunteer your time in forums to help others use the produce or service, or if you follow the company on their social media outlets and regularly engage with their posts, then you are part of a powerful marketing…

If B2B marketers could tell with some degree of certainty which channels and tactics were generating leads and clicks, they could better allocate their budgets to maximize their return. This makes perfect sense to today’s B2B marketers, and it’s how the concept of marketing attribution was born. But what if you can’t attribute everything? The…

European companies may need to find a new website analytics provider to replace Google Analytics — if they want to avoid legal action under GDPR. NetDoktor, a medical news website based in Austria, was found to have violated the European Union’s General Data Protection Regulation (GDPR) by using the website analytics software Google Analytics, which…

B2B companies that sell into a number of specific industries need to create messages and content that appeal to their customers’ specific challenges. Healthcare and financial services, for example, are both highly regulated industries, but they deal with different regulations. In this episode of B2B Nation, we’re talking to Wayne Bulsiewicz of Simplus, an Infosys…

One of our core values at TechnologyAdvice is to value each other. We want to applaud victories and lift up others beyond just our team. Every month in 2021, we awarded and celebrated a passionate B2B marketer as the Marketer of the Month. Each of these marketers is passionate about B2B marketing, has an inspiring…

One of the challenges that many B2B startups face is how to effectively market their product in a way that fosters growth without breaking the bank. It’s also not unusual for startups to launch their marketing efforts before building out a fully staffed marketing team. Just one look at the B2B marketing landscape reveals a…

Where will the next generation of B2B marketers come from? It’s likely a good number of them are starting their careers at agencies, where they work long hours serving demanding clients, and – let’s be honest – doing the grunt work of the B2B marketing business. If these young marketers are fortunate enough to work…

A universally recognized brand is a powerful tool for the brand’s marketers, but it can also serve as a target — for unhappy users, for hackers, and for the competition. When it comes to recognizable brands in B2B tech, Microsoft sits near the top of the heap. In this episode of B2B Nation, we talk…

Marketers are always on the lookout for new ways to reach buyers who are tuning out messages. As a result, online ads have gotten bigger and emails more frequent. But it remains a significant challenge to reach people who proactively avoid the most common marketing tactics or who just aren’t ready to make an investment…

All visitors, new users, conversions, click through rate, time on page, bounce rate — what do any of these marketing metrics mean? Taken out of context, no single metric means much. But understanding which of your marketing key performance indicators (KPIs) affect your bottom line, and how they affect one another, will help you avoid…

October is Cybersecurity Awareness Month, which makes it a good time to reflect on how much has changed about the way we market cybersecurity tools in recent years. Today’s cybersecurity messages focus less on fear, for example, and more on business enablement. One reason for the changes to cybersecurity marketing is the realization that we’re…

The use of AI for qualitative data that you collect in your marketing — also called natural language processing — can help you increase marketing results with less work.

Have you ever wondered what makes gifts so exciting? It’s not what’s on the inside – of course, we get no visibility into that until we open it. It’s the wrapping. Source: Giphy The festive wrappers with fun prints on them, the cute little bow made with a satin ribbon, and the quirky card stuck…

Institutions of higher education offer degrees in business and in disciplines like marketing, but you’ve probably never met anyone that majored in sales. And even if you did, it’s likely the skills they learned were outdated by the time they graduated. In this episode of B2B Nation, our guest Paul Fifield estimates that half of…