B2B Marketing

Marketing automation is a software platform that helps organizations automatically manage customer marketing operations across multiple channels and automate repetitive marketing and sales tasks. Marketing automation platforms use tools that streamline and simplify the tasks needed to support a modern marketing campaign. With marketing automation software, an organization can initiate a marketing campaign that targets…

Modern enterprises rely heavily on their sales teams and outbound marketing methods to find new customers. Although this has worked for many companies, the cost of acquisition for customers can be very high and reduce the overall ROI of marketing efforts. Having a refined content strategy is an alternative way to bring organic leads and…

The pandemic changed pretty much every industry, and this is true for marketing as well. While many of the changes initially appeared superficial, the past 18 months have shown that some of these evolutions are here to stay. Soon, COVID marketing trends will simply be regular marketing trends embedded in the industry. If you’re looking…

In a report published in the spring of 2020, Forrester warned B2B organizations that they needed to become more customer-centric or risk falling behind. Customer centricity, and even customer obsession, are becoming popular labels for some of the most recognized B2C brands, but B2B firms seem to have a hard time keeping pace. With more…

Ike Singh Kehal and his team at Social27 spent much of 2019 re-thinking online events and virtual experiences. A few months later, with the global pandemic shutting down in-person events of all sizes, Social27 found itself flooded by inbound inquiries from marketers and event professionals looking to make a pivot to virtual experiences. Even Ike,…

Today’s technology vendors talk a lot about agility, and few teams need to be more agile than the B2B marketers trying to sell emerging technologies. Take, for example, Relative Insight, a language analysis vendor that started out helping protect children online. Today, Relative Insight’s technology is used by marketing and other departments to help analyze…

Before making a large purchase, 81 percent of shoppers turn to search engines to research their options. Potential customers want information about the product or service they’re purchasing, but most businesses struggle to scale their search engine optimization (SEO) efforts and provide the right messaging. Enterprise SEO takes the principles of basic SEO and magnifies…

As a part of your marketing strategy, online community and community management are hot topics because they don’t simply focus on feeding the prospect funnel. Your online community is about building connections and deepening the engagement with an audience that knows you, has an alignment with your offering, and is potentially interested in building a…

We spend a lot of time on B2B Nation discussing how marketing continues to evolve. In this episode, we’re turning our focus to public relations, or to put it in marketing terms, earned media as opposed to paid media. Not only is public relations changing alongside marketing, but the two seem to be converging. The…

Integrated marketing agencies have been a part of the B2B landscape for years.  And as the marketing landscape shifts, first from print to digital, and now into a data-driven and analytical mindset, it got us wondering: “Where do agencies fit in this new B2B reality?” To get some answers, we turned to Keith Booton, founder…

Small and medium-sized business (SMB) is something of a catch-all term these days. It includes one-employee startups all the way to companies with up to 1,000 employees and everything in between. They’re found in every industry, and encompass both product and service-based businesses. Because of this, marketing to SMBs can be extremely difficult. Notwithstanding these…

It seems like our voices are being recorded all the time, by phones, collaboration tools, smart speakers and more. The “voice of the customer” (VoC) isn’t a new idea for marketing and customer success professionals, but better technology is changing the game. It’s now easier for marketers to search for and share the important parts…

Regular listeners to B2B Nation, the TechnologyAdvice podcast for B2B marketers by B2B marketers, know there’s one question we ask almost everyone who appears on the show. What’s the one tool or application you cannot work without? The answers to this question are far more varied than we expected, with many marketers choosing productivity and…

In this episode of B2B Nation, we take a look at the B2B marketing playbook as it existed before the COVID-19 pandemic and ask the question, “Is it time to re-think any of this moving forward?” Our search for a guest who could help us answer that question led us to none other than Gaetano…

In this episode of B2B Nation, we talk to Kristjan Mar Hauksson, digital marketer and SEO and B2B inbound marketing expert, and the co-author of Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results. Today’s B2B marketers put a lot of emphasis on being found by prospects using organic search. But they can’t stop…