B2B Marketing

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.…

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…