B2B Digital Marketing Blog

Fresh ideas and best practices from our team of B2B digital marketing experts

By Chris Henneghan | 11 August 2016

Should Your Top Goal be to Increase Website Traffic?

For years, marketing managers used website traffic stats to demonstrate ROI, but this stat isn’t nearly as important in the B2B world. Like B2C companies, your main goal is to get and keep customers. But unlike B2C companies that sell products to the masses, only a small percentage of online searchers are potential customers for…

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By Lisa Goetz | 8 August 2016

B2B Digital Marketing is More Than Just an Online Presence

Researching and purchasing B2B products and services online is now the norm. With that in mind, your company might be considering upgrading your website to facilitate a smooth browsing and buying experience. But with life online growing at such a rapid rate, an e-commerce website alone isn’t enough. You need a B2B digital marketing strategy. B2B…

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By Kate Smith | 1 August 2016

5 Tips for a Successful B2B Inbound Marketing Strategy

Inbound marketing is an effective way to attract B2B buyers to your website by offering them solutions to their business challenges. But launching and running an inbound program takes a lot of planning and work. If you’re looking for a good way to start, here are 5 tips for a successful B2B inbound marketing strategy. Use…

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By Lisa Goetz | 29 July 2016

Tips to Integrate Your B2B Public Relations and Content Marketing

A successful integrated digital marketing strategy includes using B2B public relations and content marketing as complementary programs. It just makes sense. Public relations fosters online and offline communications and builds relationships with your target audience. Content marketing involves creating and sharing relevant, educational information. It attracts and engages a clearly defined audience that matters to your…

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By Chris Henneghan | 21 July 2016

B2B Content Creation: It Can Be Fun Again!

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…

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By Austin Berner | 13 July 2016

Use Hashtags to Supercharge Your B2B Social Media Strategy

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…

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By Debbie MacKenzie | 7 July 2016

The Evolution of Computers Told by a Gen Xer

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…

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By Kate Smith | 5 July 2016

B2B Inbound Marketing Strategies: The Benefits of Blogging

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…

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By Lisa Goetz | 30 June 2016

Improve Revenue by Aligning B2B Marketing and Sales

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…

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By Scott Clark | 24 June 2016

How Social Listening Supports B2B Brand Awareness and Lead Generation

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…

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By Debbie MacKenzie | 17 June 2016

How to Get Out of the “Sales Lead Black Hole”

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…

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By Christopher Raymond | 13 June 2016

5 Easy Ways to Improve Your B2B Website Today

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…

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