B2B Marketing

Apple announced on Monday that it will release new privacy features within iOS 15 that would reduce the ability for marketing teams to track the efficacy of their campaigns. In addition to stripping cookies from emails within its Mail app on Mac OS Monterey and iOS 15, the company will also hide IP address tracking…

In this episode of B2B Nation, we talk to Todd Grossman, CEO of Talkwalker Americas, about how brands can effectively track the conversations that matter to them on social media. This space used to be called social media analytics, then it was called social media listening. Today, it’s often described as “conversational intelligence,” and it…

In this episode of B2B Nation, we talk to Lindsay Tjepkema, CEO and co-founder of Casted, about using podcasts as part of your content marketing strategy. Podcasts are hardly a new form of content. They’ve been around since the iPod. They weathered the pandemic, which altered listening and media consumption habits. And now they’re thriving.…

In this episode of B2B Nation, we talk with Eli Schwartz, a growth advisor, SEO expert and author of the best-selling book Product-Led SEO, about his approach to search engine optimization and digital marketing. The concept of product-led SEO is a significant departure from a lot of the books and advice focused on organic marketing.…

In our previous article on display advertising, we explored how to plan and execute your first B2B display advertising campaign. In this article, we’re going to examine how you can measure the campaign’s effectiveness to see if it is meeting your goals. If you established your campaign objectives while planning your campaign and identified your…

White label refers to goods or services that are produced by one company, then purchased by another company to rebrand and sell as their own. Though you may be wary at first, you’re likely already familiar with the practice. For example, most supermarket “store brand” goods are created by companies that mass produce items and…

Demand generation receives a lot of attention in B2B because online marketing makes it much easier to execute on lead gen campaigns than it was in the pre-Internet world. Print publications could not deliver the instant response capabilities that make these programs so valuable to marketers today. But even the online demand generation market took…

On this episode of B2B Nation, we talk to Tracey Fudge, founder of The Thrive Agency, about the level of noise in B2B marketing and whether all of the information being created and data coming back to marketers is generating significant value. B2B Nation · Cutting Through the Noise in B2B Marketing Tracey’s background is…

In this episode of B2B Nation, we talk to April Dunford, a product positioning expert and author of the book Obviously Awesome. April shares with us the story of finding her niche in product marketing, the methodology she uses to help position B2B products as outlined in her book, advice for businesses and marketers looking…

Dealing with burnout is becoming an increasingly popular topic one year into the global pandemic. More than half of marketers say they felt the effects of burnout in the past year, according to one survey. And many of the prospects marketers are trying to reach are also dealing with burnout, making them less receptive to…

What can B2B vendors, especially software-as-a-service (SaaS) vendors, learn from the way people buy bed sheets online? People in the market for bed sheets can go online and get thousands of search results for bed sheets from the major names in e-commerce. Large online retailers get strong search results in part because they replicate their…

It seems like we hear most about the manufacturing sector when we’re being told about the trouble it’s in. Politicians bemoan the loss of manufacturing jobs. Local economies suffer when manufacturers close their doors or re-locate their plants. Manufacturing in the US is not without challenges. The National Association of Manufacturers (NAM) will tell you,…

Account-based marketing (ABM) is helping B2B organizations align their sales and marketing strategies by coordinating their efforts to focus on a list of target accounts. But sales and marketing aren’t the only areas that need to align for ABM to be successful. Your content strategy is also central to your ABM success. To understand how…

Inbound marketing is one of the most popular revenue-generating strategies for B2B firms. When done well, inbound marketing turns your website visitors into prospects, and hopefully into customers. If you want to reap the rewards of inbound marketing, you need to be knowledgeable about the tactics that help drive people to your site, including SEO,…

If you’re like most people, you use dozens of tools at home and at work throughout the day. Now ask yourself: how often do you use a tool designed for one task to help accomplish a different task? Examples of this are all around us. Have you ever used duct tape? I bet you have.…