B2B Digital Marketing Blog

By Chris Henneghan | 21 July 2016

Subject matter experts used to write only when inspired, so writing content was actually fun. Now that inbound marketing campaigns rely on a continual stream of valuable content, we no longer have the luxury of waiting for inspiration. A 2016 content marketing study by Contently reported that 73 percent of marketers created more content this…

By Austin Berner | 13 July 2016

Surely anyone who has been on the internet recently has heard the word “hashtag.” Hashtags appear in commercials, on billboards and now even in the Oxford Dictionary! However, what they are and how they work are sometimes sources of confusion. What are hashtags, and why are they useful on social media? Officially known as the…

By Debbie MacKenzie | 7 July 2016

The transition to digital marketing to nurture leads and measure performance got me reminiscing about the early days of technology. Remember this dinosaur? This was my first introduction to a “computer.” The RadioShack® TRS-80. If you’re a Gen Xer, I’m sure many of you had (or at least heard about) this computer. My brother was…

By Kate Smith | 5 July 2016

Blogging is essential to B2B inbound marketing strategies. Every day more and more B2B companies are starting up blogs on their sites. But why blog? What are the benefits? What is the effectiveness and can it really have that much of an impact? Not only does blogging allow you to increase awareness and credibility, it also has…

By Lisa Goetz | 30 June 2016

The classic struggle between B2B marketing and sales brings to mind a few lines from a song in Rodgers and Hammerstein’s musical, Oklahoma: Oh, the farmer and the cowman should be friends.One man likes to push a plough, the other likes to chase a cow.But that’s no reason why they can’t be friends. Cute and corny,…

By Schubert b2b | 29 June 2016

Tomark-Worthen, a developer of environmentally friendly, high-performance PV backsheets and thermoplastic films, selected Schubert b2b to design a new website to market its PhotoMark Reflections™, PhotoMark eTPU™, PhotoMark elonomer™ and Kymar PVDF Topsheet product lines. Tomark-Worthen came to Schubert b2b because they needed a website to reach both solar panel design engineers and purchasing agents. The…

By Scott Clark | 24 June 2016

In order to do social listening effectively, and to support a B2B marketing program, it must be addressing a specific problem or seeking specific information. There’s far too much noise on social media to “just listen” and hope for some insights. B2B marketers need to know exactly what they’re listening for. This can be achieved…

By Debbie MacKenzie | 17 June 2016

You spend all this money generating a sales lead—some leads can cost upwards of $50 – $240 apiece—and then you just turn it over to your sales force to never hear from them again. This is what I call the “sales lead black hole.” Does this sound like what’s happening at your company? Research shows…

By Christopher Raymond | 13 June 2016

Is your company’s website a few years old? Perhaps it’s minty-fresh and was just launched a few months ago? So much work and effort went into getting it live. Now you can sit back, crack open a cold one and relax, right? Not so. Chances are there is room for improvement. The fact is that websites…

By Kate Smith | 10 June 2016

With search engine optimization constantly evolving, it’s important to make sure you’re up-to-date on the latest updates. Following old-school SEO practices could put your search rankings at risk for penalties and prevent your website from ranking as well as it could. We compiled the top 5 mistakes to avoid when trying to improve your B2B SEO….

By Chris Henneghan | 8 June 2016

It’s kind of ironic that to close sales today, marketers have to focus on the long term. That’s because disruptive marketing strategies don’t work anymore. Brands can no longer force potential buyers to listen to their messages because buyers can now find product and service information on their own via the Internet. When it comes…

By Chris Henneghan | 2 June 2016

B2B marketers often focus on the vast differences between B2B vs. B2C marketing such as buyer motivations and purchase cycles. But a recent book got me thinking about one important commonality. Jonathan Shapiro’s “Lawyers, Liars, and the Art of Storytelling” makes a compelling case that all professionals should use stories to advocate, influence and persuade. We marketers…