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5 ways to leverage real third-party purchase intent - Marketing Land

…jump out at me more than the differences. It’s the strength of each concept taken singly and together that B2B sellers should all try to take advantage of.1. Go where the buyers goIn B2B, you don’t need to dive into the many years of academic research to decide where to place your storefront, you…

How to overcome unique B2B digital marketing challenges - Marketing Land

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges. Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience markets, and higher ticket prices. In…

B2B marketers must prove contribution to revenue - Marketing Land

…in key performance indicators (KPIs). Until recently, the most common B2B marketing success metric was lead volume. Not anymore. Today, B2B marketers are most concerned with lead quality and pipeline impact. So, how is B2B marketing success measured? According to the 2018 Demand Generation Benchmark…

Are you holding your funnel accountable? - Marketing Land

…engaging.Mid-funnel engagement metricsMid-funnel leads are those that have an interest in the brand and solutions but haven’t decided yet.For B2B companies, these are leads that have shown interest but are not yet marketing qualified leads (MQLs). Prospects in the middle of the funnel are…

Hey, email marketers - Take a load off and embrace automation - Marketing Land

…that AI will drive 95 percent of customer interaction by 2025. Email automation has been at the heart of business-to-business (B2B) marketing for a decade. B2B marketers look at email automation as a form of lead nurturing. For B2C marketers, a welcome series could constitute simple, basic…

How soft calls to action will save your B2B campaigns - Marketing Land

…danger. The fun part is figuring out why they are underperforming. Now, if you’re in the B2B space, then you know the importance of keeping the sales team happy with “hot” leads. The reality is that B2B marketing is a weird balance of generating marketing-qualified leads and sales-qualified leads.…

2018: The year of influencer marketing for B2B brands - Marketing Land

…consumer products. It’s said that B2B buyers get as far as two-thirds through the purchase journey before they contact a vendor, and that’s only if the vendor’s capability meets the basic technical requirements. How influence works in B2B Sadly, reaching B2B decision-makers isn’t easy.…

The business stats you must have on instant recall - Marketing Land

…conversion rates, number of segments and average order value. What were my goals and what percentage of them did I accomplish?Acquisition. As a B2B marketer, I need to show how many high-quality leads and customers I acquired. For B2C marketers, how many subscribers or customers did you acquire…

How to increase B2B form submissions through conversion testing - Marketing Land

Nearly all business-to-business (B2B) marketers are focused on increasing leads, improving lead quality and improving return on investment (ROI). Conversion testing plays a key role in all three of these objectives. Let’s look at four tests that illustrate how improving the online experience…

The podcast option: How audio content can help build a B2B business - Marketing Land

…time investment. What’s lost in visuals must be gained in depth. But for the right brand, a B2B podcast can be a great way to learn while branding. If you’re considering a podcast as a B2B content option, this post lays out reasons to pick up the mic, and reasons not to. The benefits of…

How researching B2B influencers can deliver actionable intelligence - Marketing Land

In my last article, I talked about the opportunity that B2B brands have with influencer marketing, leveraging the 1:9:90 Model of Influence. The next step in this approach is to research and analyze the influencers’ behaviors, media consumption and conversational trends — what are they…