Tag: B2B

May 2, 2023

Whether you’ve sailed through Q1 and early Q2 with optimism intact or battling challenges exacerbated by macro turbulence, there’s plenty of opportunity to stretch yourself and find competitive gains in the coming months. This article discusses four initiatives I’ve seen […]

April 25, 2023

B2B marketing budgets have gone up at least slightly in 2023. But there have been cutbacks in several areas, including personnel, and 66% of marketers are suffering from burnout, according to The State of B2B Marketing Budgets, a study by […]

April 14, 2023

Almost all B2B businesses are using automation tools to drive revenue, according to a study by Insightly. Of almost 200 B2B companies surveyed earlier this year, 87% now have some or all of their customer journeys fully automated, and 50% […]

March 23, 2023

Referral marketing can help B2B companies accelerate lead generation, sales, and customer loyalty. For this strategy to be effective, customers must be satisfied with a company’s products or services, so they would refer their peers to that company. The best […]

March 17, 2023

Social media contests are not exclusive to B2C brands anymore—B2B companies can run them too. Studies show that on average, 34% of new buyers come from social media competitions and giveaways, while calls-to-action (CTAs) used in social contests have a […]

March 17, 2023

Email is by far the best channel for strengthening B2B relationships. But brands must first heed the client’s psychological needs, judging by The Science Behind Strong Relationships, a study by Front in collaboration with ignite80. Psychological needs? Put another way, […]

January 26, 2023

Google strong-armed ecommerce marketers into Performance Max campaigns in 2022 by deprecating Smart Shopping and Local campaigns in favor of fewer levers and more AI-driven results. As I wrote in a column looking back on Google’s biggest 2022 moves, most […]

January 5, 2023

Lead generation automation challenges Many of us are dealing with the challenges of lead generation in an advertising system that’s built for ecommerce. B2B lead generation is totally different from ecommerce, with fewer overall conversions, no shopping carts, no “conversion […]

November 1, 2022

If a picture is worth 1,000 words, the value of a video could equate to the catalog of Stephen King novels, plus a few of his movies thrown in for good measure. Just think about that potential for connecting with […]

July 12, 2022

Eight in 10 B2B marketers use LinkedIn to market their brand. Of that group, 40% say it is their No. 1 platform. In the next year, 54% of marketers say they plan to up their organic activity on LinkedIn according […]

June 29, 2022

Leads may be the goal of any B2B marketer’s lead-generation activity, but not all are created equal. For US-based maker of cloud contact centre and customer experience technology Talkdesk, changes to its marketing programs had boosted pre-marketing qualified leads (pre-MQLs), […]

June 8, 2022

Content marketers spend a lot of time developing content. But when it’s time to promote that carefully created content in social ads, they don’t have the same flourish. Relatively recent research shows B2B ad creative often misses the mark regarding […]

June 1, 2022

If you’re familiar with content marketing, you probably know what the desired end-state looks like: A blog that generates the majority of your website’s organic search traffic as well as a significant portion of your sales leads Downloadable resources and […]

May 26, 2022

When it comes to general content marketing, the leading question brands need to ask themselves is how they can create a meaningful customer experience and show they offer the best solution on the market. And even though I used the […]

May 12, 2022

Marketers love to talk about data. We love to talk about findings. But what good are such things if we’re not ready and willing to both learn from and act on them? Each year, my company, NetLine, publishes the most […]

May 2, 2022

Many people talk (and write) about how the B2B marketing process has changed. But they overlook how the entire buying process has changed. Volumes of research and points of view articles explore how digital marketing needs to change to meet […]

April 26, 2022

Only one channel satisfies every reason you will ever have for distributing and promoting your content. Organic search. That’s not an overstatement. Let me explain. Organic search traffic is the super KPI of content marketing You’re creating content for people […]

April 25, 2022

Cookies are not slated to disappear until 2023, but marketers are already feeling the loss, judging by Cookieless World: The Shifting MarTech Landscape, a study by Loyalty Research and RepData. Of those polled, 84% have suffered a high or medium […]

April 21, 2022

No matter how far you’ve come in your content marketing career, you might wish you understood specific strategies, tactics, or skills more deeply. Or you might need a straightforward guide to explain content marketing basics to new team members. I […]

April 18, 2022

Conversions are the key KPI when defining the success of direct response campaigns for both B2B and B2C. These days, conversions are so top priority that many companies don’t even spend money on brand awareness campaigns in their paid social […]