In the B2B marketing world, content is used primarily to 1. Attract new prospects, and 2. Develop the relationship over time until the prospect is ready to see a salesperson,…
Read MoreB2B Marketing
7 steps to a better B2B landing page
Despite years of practice with digital campaigns, B2B marketers still have trouble getting their landing pages to work as hard as they could. I am not sure why, since there’s…
Read More5 essential functions for every B2B website
“If you don’t have a website, you don’t have a business.” By now, this maxim is well understood–and it is just as true for B2B businesses as for B2C ones, if not more so. …
Read MoreWhat’s changed, what hasn’t in media relations
When blogs and social media rose to prominence about a decade ago, pundits were quick to declare that these innovations would likely spell the end of the news media. After all,…
Read MoreTuning your investment in the digital marketing funnel
Most of you are aware of the marketing funnel, which describes the different phases in the buyer’s journey. A typical way to slice up the funnel is in terms of …
Read MoreB2B marketers should take another look at e-Commerce
E-commerce opportunity is evolving fast, but only 25% of B2B marketers are taking advantage of it, according to a 2012 Oracle study. Time for another look. The typical B2B company…
Read MoreRed flags of deceitful link building firms
As someone who works for a fully transparent and honest link building agency, it makes me squirm to know that people are paying shady link building and SEO firms without…
Read MoreIntegrating awareness and demand generation marketing
Last month, I explained how I help executives descend a common learning curve, to get them to buy into outside-in marketing. Most executives from traditional marketing backgrounds build branding campaigns…
Read MorePush versus pull marketing: in B2B, you need both
The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing. “Outbound is bad,” she said. What? Well,…
Read More
