SaaS marketing should be used to generate leads and new users who are a qualified fit for your business. Unlike shorter term sales, SaaS companies need to generate a large pool of leads who have a clear problem that can be solved by an ongoing investment. Because of this, SaaS companies should take...
Iteration and optimization are the two words that should define your account-based marketing campaign. If you want to lower your cost-per-acquisition and scale up reliably, you need to be lean with your campaign launch and test from a few different angles. Not even the most seasoned marketers or...
HubSpot is not often advertised as a platform to support account-based marketing. Therefore, many businesses don’t consider it when transitioning into ABM strategies — targeting specific accounts rather than casting a wide net. But did you know HubSpot has a range of capabilities for ABM? Besides...
B2B marketing is a constantly changing game, and everyone has something to say about best practices. You can read thousands of blog posts about tips, listen to podcasts and webinars, and attend conferences for the latest industry news. But while it's important to stay up-to-date with the changing...
Simply speaking, SEO (search engine optimization) refers to improving your website for the purpose of generating organic traffic once people search for keywords in search engines like Google and Bing. On the other hand, SEM (search engine marketing) generally refers to the wider practice of using...
Digital marketing in 2018 was defined by several major trends — there was more targeting, more technology and automation, and, of course, more concern about privacy as spurred by GDPR. B2B marketers moving into 2019 should know some critical things about the digital marketing funnel that will...
You may be familiar with behavioral targeting for consumer brands — you see it in action every time you search for a product online and see that product “chase” you around the web in different advertising slots. This can make you more likely to buy products by showing you relevant items that are...
Did you meet your lead generation goals for 2018? Whether you were right on, above, or just below the bar, 2019 can be a year of even greater growth. You may need to get back to basics while also trying out some new strategies. The key this year is relevance and targeting, even more so than in the...
By Justin Champion Think back to the last blog post you read. Did you skim through it as opposed to reading it because the introduction didn’t keep your attention? Did the content seem to ramble as opposed to getting to the point in a helpful and practical way? Were you unable to find a helpful...
In the past, marketing teams were concerned with softer metrics like social media shares, video views, and webpage visits. These metrics spoke to marketing value but not business value i.e. revenue, and it was hard to convince stakeholders to invest in or appreciate marketing. However, B2B...