B2B Marketing

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 And even if you did, it’s likely the skills they learned were outdated by the time they graduated.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…

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…