If you’re a B2B marketer, you’ve likely seen the challenges around content marketing grow more complex every year. Here’s a harsh reality: 65% of content marketing assets go unused. Think about that. You’re investing time, budget, and resources into content that doesn’t even see the light of day. And yet, businesses still struggle to align […]
Content is the foundation of B2B marketing. But you already know that. The problem? There’s so much content out there that most of it never even gets noticed. That’s where data-driven content makes all the difference. In B2B, you’re not talking to casual browsers—you’re speaking to decision-makers who need facts, figures, and proof before they […]
In B2B transactions, decisions are rarely made by just one person. Instead, they often involve a buying committee—a group of key stakeholders who come together to decide which products or services are best for their organization. This article explores the roles within a B2B buying committee, the stages of the buying process, and the most […]
Gone are the days of one-size-fits-all marketing strategies. Today, digital tools and technologies are not merely enhancing traditional methods; they’re completely redefining them. From automation that streamlines operations to data analytics that provide unprecedented customer insights, digital transformation empowers you to make smarter, more strategic decisions. As you read, consider how these advancements could fit […]
Creating branded content hubs on major publisher sites offers numerous benefits for B2B brands - from thought leadership to improved SEO. Here's why you should care.
‘Businesses ‘who adopt an “always-on” demand generation approach and become proficient in the science of sales will be better positioned to outperform their competitors, increase profitability, and drive greater shareholder value,’ announced Forbes magazine in 2019. According to Gartner’s annual CMO Spend and Strategy Survey. The report reveals that CMO’s marketing budgets have not returned to […]
Calculating the ROI (Return on Investment) of B2B demand generation is no simple task. The complexity arises from the lengthy and multi-touched nature of the B2B marketing funnel. A potential customer may engage with your brand across various channels and content pieces before eventually converting. Despite the difficulties, failing to grasp demand generation ROI means […]
As a publisher, it’s crucial to constantly seek out new ways to monetize your content, engage your audience, and stay ahead of the curve. Traditional advertising methods have been the backbone of online publishing for years. However, the rise of ad-blocking technologies and changing reader preferences have made it increasingly challenging to generate sustainable revenue […]
Delivering exceptional customer experiences is essential for attracting, engaging, and retaining customers. Gone are the days of a one-size-fits-all approach to marketing. Modern customers expect personalized, relevant, and timely content that addresses their unique needs and preferences. This is where content hubs come into play, transforming how businesses guide buyers through their journey with tailored […]
Partner marketing professionals continuously seek cutting-edge strategies to optimize the reach and effectiveness of their content. Channel syndication has surfaced as a potent approach to content distribution, and with the incorporation of sophisticated technology, it has become an even more powerful asset for marketers. Fundamentally, channel syndication entails sharing your premium content with your partners’ […]
Generating high-quality leads has become more crucial than ever. Our biannual State of B2B Lead Generation Report provides valuable insights into the current trends and challenges faced by businesses like yours in the quest to acquire qualified leads. This report underscores the importance of a robust marketing strategy that not only attracts potential customers but […]
Struggling to convert leads and boost sales? The secret lies in a meticulously crafted sales funnel. However, many marketers struggle with creating a cohesive content strategy that effectively guides prospects through the buyer journey and addresses their unique needs and challenges. The key to overcoming this obstacle lies in aligning your content with each stage […]
As we journey through 2024, the challenges faced by marketers are more evident than ever. The overwhelming amount of content bombarding potential buyers has left them feeling inundated, while marketers struggle to effectively reach their target audience. “40% of B2B marketers identified the generation of high-quality leads as their top challenge, a significant increase from […]
Let’s talk about the crucial role of high-quality data in powering up your B2B demand generation efforts. As a marketer, you know that securing high-quality sales leads is the linchpin to a thriving B2B marketing strategy. It’s a clear challenge we all face – moving beyond just gathering leads to ensuring each one brings genuine […]
No matter what area of digital marketing you specialize in – data reigns supreme. For most B2B businesses, lead data has replaced salespeople's little black books of contacts, with data that marketers use to identify and nurture prospective clients.
Account-based marketing (ABM) emerged in the early 2000s as technological advancements in CRM systems, marketing automation platforms, and data analytics tools enabled organizations to implement ABM strategies at scale. As Hubspot highlights, ‘ABM helps your business work and communicate with high-value accounts as if they’re individual markets. By doing this — along with personalizing the buyer’s […]
The C-suite has just announced its business strategy and plans for 2024. The senior marketing and sales management teams are anxiously looking at each other. They were expecting an ambitious growth strategy and higher targets, but not this ambitious! The conversation turns to how the different business teams are going to deliver. Sales want more […]
B2B technology buyers are more empowered than ever before. They can access a wealth of information and research products and services at their own pace, often without reaching out to suppliers. This means that marketers need to be more strategic in their approach to lead generation. In this article, you will learn how to generate […]
It’s 10 o’clock in the morning, the day after Google finally turns off the third-party cookie in Chrome. Do you know where your prospective customers are? Do you even know who they are? This has always been the contradiction at the heart of digital marketing. For as long as technology companies and internet evangelists have […]
The roles of sales and marketing are changing, with the customer now in control. Sales teams need to focus on helping customers to buy, rather than selling to them. This means working closely with marketing to create a seamless customer experience. Companies are appointing Chief Revenue Officers to manage both sales and marketing, and merging the two teams.
In an era where information is pervasive and attention spans are dwindling, establishing thought leadership through content creation has evolved into an art and science amalgamation. Thought leadership isn’t just about being known, it’s about being known to make a difference. It is established when individuals or organizations are recognized as authorities in specialized fields […]
A Comprehensive Guide to Utilizing Platform Features for Business Client Acquisition LinkedIn, with its professional-oriented network, provides a fertile ground for B2B marketers to identify, connect, and engage with potential business clients. In an era where digital presence and interactions are paramount, leveraging LinkedIn’s various features for B2B lead generation becomes an imperative strategy for […]
The Interplay of Sales and Marketing in B2B Lead Generation In the competitive landscape of B2B business, employing strategic lead generation techniques is paramount to securing long-term stability and growth. Lead generation, the process of attracting and converting potential customers into prospects, necessitates a seamless symbiosis between sales and marketing teams to navigate through the […]
The traditional marketing funnel – a model that illustrates the theoretical customer journey toward the purchase of a product or service – has long been upheld as a stalwart strategy in both B2C and B2B domains. This funnel starts broad at the top with awareness and narrows down through interest, desire, and action. Each stage […]
In an age where personalized content is king and competition is fierce, adopting innovative marketing strategies becomes imperative. Account-Based Marketing (ABM), a strategic approach that tailors engagement to specific accounts, has become a linchpin in successful B2B lead generation strategies. This article delves into the profundities of ABM and elaborates on why it’s considered an […]
In the competitive world of tech and software, this article will help you crack enterprise-level sales by ensuring your lead generation strategies are as agile and innovative as your software solutions. The article sheds light on seven pivotal strategies, each of which is crucial for marketers as they navigate the complexities of the tech sector, […]
Creating content that is not only compelling but also beneficial is pivotal for successful Content Marketing aimed at generating leads, particularly in the B2B sphere. The key objective is to attract prospective clients, build credibility, provide value, and aid in transforming prospects into devoted customers. This article provides an in-depth look at various tactics and […]
Content is the oil of the customer journey. It helps prospective customers move smoothly and easily from one touchpoint one to the next. And just as different machines need different types of oil, so different journeys require different types of content. What makes content much trickier is that, with customers, you increasingly don’t know what […]
One of marketing’s eternal challenges is striking the balance between brand and performance; between creating demand and harvesting it. But for the past few years in B2B marketing, building a brand has looked like little more than an afterthought. Digital media has always been a powerful driver towards performance; there was even a period in […]
Content strategy is a critical aspect of any marketing plan, as it helps businesses to communicate effectively with their target audience and achieve their marketing goals. According to a study by the Content Marketing Institute, 93% of B2B marketers use content marketing, with nearly half (49%) of the most successful B2B content marketers having a […]
The modern business landscape is ever-evolving, mandating B2B product marketers to continually adapt their strategies to remain pertinent. A central part of this evolution is content distribution, which has undergone dramatic transformations in alignment with the way customers engage with and consume content. Understanding Market Trends With the modern customer showing dynamic content interaction preferences, […]
