Find the latest insights, trends, and topics on B2B and healthcare marketing.
Marketers know that customer relationships cannot end when sale is reached. Instead, they must grow stronger. It is at this point – after purchase – that a customer becomes most valuable to its company. We like to look at it this way: in the new sales funnel, customers do not exist once they’ve made a […]
Every marketer knows that email is still a useful tool. Last week, we discussed the importance of using compelling subject lines to get emails opened, and it is clearly of utmost importance to develop relevant, meaningful content for your customers. What we have not discussed is something that to some, seems obvious: the heart of […]
The success of any website lies in its conversion rate. Gone are the days when simply building site traffic was sufficient; today, those visits must be converted into something more – direct leads or sales. Though increasing conversion can seem like a daunting task for B2B companies, we believe it is not as hard as […]
While navigating the new B2B sales funnel, prospective customers devote a lot of time to consideration and research before ever making a purchase. It is the marketer’s job to find a way to move them from problem to solution in the form of a sale. The only way to do this, it seems, is by […]
While we focus on ways to master the new B2B sales funnel, email cannot be ignored. In a time when inboxes are inundated with marketing ploys, approaching email thoughtfully is crucial to success. The most important part of email marketing is making sure that your message is opened. This is not always easy considering the […]
Last week, we discussed switching from lead generation to demand generation as a way to master marketing within the new B2B sales funnel. The problem is that many marketers still don’t understand the difference between the two approaches. This, of course, prevents them from using either approach successfully. Here’s what you need to know. Demand […]
On Monday, we discussed the changing B2B sales funnel and how to address it as marketers. It’s important to understand how the funnel works for your company’s consumer base and how it functions within your industry. The key to good marketing – and sales – is understanding how your customer discovers your brand and enters […]
In April, Twitter announced the latest development in their advertising platform: keyword targeting. The feature is available in all languages and markets where Twitter ads are supported. Though user experience did not noticeably change, ads appearing in timelines are now potentially based directly on a user’s recent tweets and retweets. B2B marketers should take advantage […]
The internet has radically changed the nature of the sales cycle. Traditionally, the B2B sales funnel was straightforward and looked like this: Today, it is more convoluted, like this: As this diagram shows, today’s sales funnel is full of questions, research, and answers. Endless comparisons are made from reviews that are written and repeatedly shared. […]
Recent and continued shifts in the marketing industry have established content marketing as a core B2B marketing initiative. As marketers continue to learn and master this skill, its challenges evolve each year. According to a survey conducted by Curata in 2012, the greatest challenges faced by B2B content marketers are limited budget (27%), limited staff […]
