B2B Marketing

It’s hard to grow your business without marketing. Businesses that have good products and services are great. And businesses with good products and services and a strong marketing strategy are even better. But marketing isn’t the only way to grow your business. Your business — and even your marketing organization itself — have hidden growth…

When a lot of marketers think about search engine optimization (SEO), they think about keywords, and maybe header tags, and backlinks. But SEO is evolving so it can keep up with developments at Google. To talk SEO today means talking about intent, clusters, reputation, and expertise. Harry Sanders leads an award-winning SEO agency in Australia,…

There are more roles in marketing, open to more skillsets, and more areas of interest than ever before. The advent of marketing technology (martech), the rise of marketing operations (marketing ops), and the infusion of data and analytics into all things marketing are creating opportunities for people with talents who might not have found a…

One of the promises of a world connected by the Internet was that small businesses could be more competitive with larger corporations. The playing field might not be leveled, exactly, but it could be bigger for small businesses because geography was less of a factor in their marketing and sales strategy. This is especially true…

It takes a lot of time and energy to build a valuable brand. Your brand is more than a logo or a tagline. A good brand creates emotions and feelings, and it helps you define the moments and create the connections that lead to satisfied customers. Think about everything that goes into your brand: Your…

No matter what you’re trying to do in marketing today, there’s a piece of technology out there to help you do it. Marketing technology — or martech, as the sector is often known — is a huge market today. The latest count of the solutions in the martech space by Scott Brinker, VP of platform…

Change is hardly a new concept to B2B marketers. You’re dealing with an influx of technology and data. You likely have responsibilities for revenue growth few marketers had a decade ago. The year 2020, of course, is delivering even more change, from remote working to a steep economic downturn that most people weren’t expecting. With…

While many B2B companies were deploying some form of content marketing before the term was popularized, the idea of a holistic content strategy that is planned alongside other marketing initiatives like sales enablement, website content and design, customer success, demand generation, and more, is relatively recent. Like most modern marketing tactics, your content marketing strategy…

Sales and marketing organizations are both tasked with adding new clients and growing revenue, but despite these shared goals, their strategies are often out of alignment (at best) or completely at odds with one another (at worst). Research on the topic says that B2B firms that tightly align their marketing and sales teams are better…

Just like many industries, digital advertising is looking at significant revenue losses amid the economic fallout of the COVID-19 pandemic. According to eMarketer, growth in digital ad spending will come in at around 1.7 percent this year — a big difference from the original projection of nearly 17 percent — with Google and Facebook seeing…

What is it that makes a B2B buyer receptive to your marketing? Is it who they are? Is it the situation they’re in? Or have they reached the point where the status quo — the legacy software, the time-consuming manual process, the spreadsheets that connect data from various sources — is simply no longer tenable?…

It’s been a while since search engines like Google and Bing enhanced their search algorithms with machine learning. Instead of relying mostly on keywords to deliver search results, most search engines now use various forms of artificial intelligence like machine learning (ML) and natural language processing (NLP) to provide users with better, more relevant information.…

The IT channel is in the midst of major disruption. Value-added resellers (VARs) and systems integrators are making the transition to the managed service provider (MSP) model, which relies more on cloud-based services than racking and stacking servers and updating hardware. In this episode of the B2B Nation podcast, we’re going to discuss how the…

Account-based marketing (ABM) programs account for more than one-quarter of B2B marketing budgets, and research shows that businesses that stick with ABM see their results continuously improve. ABM is more than a trend; it’s a proven way to grow your business with new and existing accounts. We asked our ABM experts at TechnologyAdvice how they…

Creating content for B2B audiences isn’t always easy. Along the journey that takes your content from idea to creation to distribution to results, there are a number of places where things can go wrong. Let’s take a quick look at some of the challenges facing content marketing in the B2B space today. Too many B2B…