Social media is important to B2B marketing. Some CMO's believe a false myth that social media is only appropriate to B2C companies. Participation in social media marketing by B2B marketers has jumped to more than 90% in 2012, according to Marketo, a marketing automation company. B2B marketers are...
Hashtags were used in 58% of nationally-run Super Bowl ads this year--setting a new record. Hashtags are becoming more and more important to marketers, as they connect conversations, users and content, as well as reveal trends. For marketing, hashtags help build exposure. Hashtags are to social...
Often times, the launch of a website needs better planning. So much goes into the prior stages of design, development, testing, etc. The launch of an enterprise website can often feel like a by-product rather than a signature event. For this reason, many websites have awkward launches with clumsy...
Websites & email marketing must be designed for mobile A report by Return Path on December 31, 2013 highlights the importance of mobile for email marketing. Over the 2013 holiday season, 51% of all emails were opened on a mobile device. Desktop had a mere 27% of email opens. Mobile responsive web...
Remarketing allows marketers to display ads to visitors who've previously been on your website as they browse the Web. Remarketing uses programmatic buying to display ads on a broad array of participating websites. Within the Google ad network, a prospect who visited a brand website may see the...
The new year represents fresh beginnings. For a business, fresh beginnings do not happen automatically, but the perspective your team brings to the game, does help inspire, restore and renew. Additionally, updating brand assets help inspire employees, partners, customers and leads. One area we...
Why are landing pages important for lead generation? Most business people view no more than one web page after clicking an advertisement online. Usually, if a prospect doesn't like what they immediately see, they click away. For this reason, B2B marketing teams need to be familiar with landing page...
As we begin the year, a couple of trends stand out that marketers should consider in their practices. By now, it is fairly obvious (maybe cliché) to say that marketing is undergoing a constant state of disruption, but it is true. Taking note of evolutions in technology, practices, and user behavior...
Marketers often use key performance indicators (KPIs) to measure the effectiveness of their efforts. KPIs are metrics that help analyze and report on website and marketing campaign performance. Leads and sales are deep KPIs that also demonstrate a return on investment. When determining whether you...
People have different reading habits online than they do offline. Online, people tend to scan. They scroll through an article quickly and form an impression. Looking for words, highlighted concepts, photos and commitment level, readers decide whether they need to commit time or if anything "grabs"...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts...
Hiring great talent is vital to business success, but it’s not an easy feat. Many companies turn to recruiters to help fill open roles. It’s expensive, and it doesn’t foster a strong connection between the company and the candidate. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
Most marketing playbooks assume a return to normal. Pipeline softness is temporary, budgets will bounce back, and next quarter will bring clarity. But what if the volatility isn't temporary? We're in an economic era of perpetual disruption, not...
Unpredictable markets cause rigid marketing strategies to fall apart. Long planning cycles, disconnected campaigns, and reactive tactics don't align with changing buyer behavior. The B2B companies that continue to grow aren't simply fast. They're...
Most marketing playbooks assume a return to normal. Pipeline softness is temporary, budgets will bounce back, and next quarter will bring clarity. But what if the volatility isn't temporary? We're in an economic era of perpetual disruption, not...
The B2B buyer's journey has become more complex with the rise of generative AI. Buyers are relying on AI-driven insights before visiting a company's website or speaking with sales. This shift challenges traditional inbound lead generation and...
Marketing healthcare technology presents unique challenges that differ significantly from other industries. The complexity of medical products, the stringent regulatory environment, and the diverse needs of healthcare providers create barriers that...
Many, if not most, IT companies struggle with marketing. Despite having state-of-the-art products and services, their marketing efforts often fall short. Below, we explore some critical marketing issues that lead to underperformance among IT...
The Internet of Things is reshaping and defining markets, so much so that it has been dubbed “the next Industrial Revolution.”
Download our comprehensive guide on the opportunities, challenges, and best practices for IoT solution providers in the B2B space.
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