In 2024, it’s time to stop talking about a cookieless future — and start acknowledging our cookieless reality. As major ISPs, ESPs, and email browsers actively phase out third-party data, marketing leaders must pivot on their lead generation and marketing attribution strategy. The first step: start prioritizing direct relationships with customers, and stop relying on […]
It’s Time to Give a Damn About the Company’s (Bad) Email Sender Reputation
Navigating email sender requirements just got more demanding since Gmail is making it easier to unsubscribe from emails — this includes Workspace accounts! Quick: Name the 4 email sender requirements Yahoo & Google enforced starting Feb 1 (⤵)
Cracking the Code on Digital Marketing Success for LinkedIn, Email, and Website
Technology powers digital marketing, and marketing leaders get it (sort of). They dedicate huge portions of their annual budgets and cross-functional resources to researching and vetting new mar-tech platforms. However, many tend to miss one key point.
Shift Your Communications Strategy to a Conversation Strategy
Shift your communication strategy to a conversation strategy that engages your audience. Discover practical tips for successful digital marketing and meaningful customer interactions.
Three Big Resets for B2B Marketing in 2023
Take stock of what your teams have been doing, imagining “what could be” solutions, and perhaps using the lessons we’ve learned in the past to inspire them to work smarter, not harder.
It’s a Fact for B2B: Small Moves Maximize Marketing Efforts
“Moneyball” got it right. In baseball and B2B marketing, performance is predicted by getting on base—not taking big swings. Turns out, making incremental improvements and small tweaks are more likely to yield significant results.
B2B Marketing Attribution Is Officially Canceled
Newsflash: Relying on third-party data to gain insights about a target audience is an exercise in futility. Instead of tracking behavior, the better B2B marketing strategy for driving demand and revenue is by going straight to the source. Find out how.
The Seven Secrets to Moving B2B Marketing Projects Forward With Purpose
Getting wrapped up in the go, go, go mentality of marketing is a slippery slope. With budgets under fire, B2B marketers need to know how to keep moving projects forward in a meaningful way.
Why B2B Marketers Don’t Have to Outsource
Nearly half of B2B companies outsource all or part of their marketing functions. Ask these three questions to maximize the agility, specialization, and project leadership your team needs.
Caution: Stop Trying to Drive Website Traffic!
Attention B2B Marketers, Driving traffic to the company’s website is getting you nowhere. Instead, unique content and organic engagement are the best ways to generate trust and demand. Find out how »
Overcome the Great Resignation With Even Greater Marketing
Now more than ever, employees are pondering the purpose of work. People are now leaving their jobs at the highest rate in two decades, spurring a “Great Resignation” — learn what B2B marketers can do to help HR solve their recruitment challenges.
The B2B Marketing Manager’s Industry Event Testimonial Video Shoot Guide
An industry event is a perfect setting to plan and create short testimonial videos. You’ve got a large group of your customers all in one place, as well as experts in your field who can talk intelligently about the benefits of working with or buying from your company. But aside from planning your key company […]
How to Find Digital Meaning for Your Organization
Digital marketing tactics are crucial to sustainable success, but picking the right focus for any B2B company can be tricky.
Why B2B Marketers Need a Transparent Development Team
When your company’s website is working well, it’s a conversion machine turning interested visitors into free-spending and viable prospects. The birds are singing and you look like a genius. But how often does this really happen?
Is Influencer Marketing for B2B Companies?
If B2B marketers continue to perceive influencer marketing as a consumer-only effort, they will miss the opportunity to realize untapped funnel growth and conversions.
Which way should the paper’s watermark face?
Editor’s Note: This post, originally published on February 12, 2012, has been updated for accuracy and up-to-date information. First, what is a watermark? A watermark is a branding embedded in the paper stock. When you hold some paper up to the light, you can see noticeable brand or logo or wordmark that is brighter than […]
Planning Your Key Company Video Storytelling Message
Now that we know what Video Storytelling is and what it can do for us, let’s start creating. Creating a video can be complex. The best way to make sure you get what you want at the end of the process is to plan carefully in advance. This means considering things like who will be […]
Every B2B website needs attention. Like right now.
After months of meetings, design tweaks, and content reviews, your company’s spectacular new site has gone live. Hooray. Now everyone can go back to the other 2,452 things on their to-do lists, right? Well, not quite. But hey, give everyone a week off from thinking about it. Heck, give them two. Knock yourself out! But […]
Win the Virtual Background Game Forever
You’ve seen the SNL sketch. You’ve been Zooming day in, day out. You’ve seen your colleagues changing their virtual background, sometimes to a tropical beach, sometimes to a scene from a movie, or a popular tv show (Seinfeld, anyone?). Changing your Zoom background is sort of like decorating your desk—a way of expressing yourself. You […]
2020 2.0: From Surviving to Thriving
A business blueprint for rebooting, reopening and regenerating in a challenging year. In April, I published the Coronavirus P.U.N.C.H List, which gave companies five steps to take as extended shelter-in-place mandates proliferated across the country. Now, as we approach the halfway mark of 2020, businesses nationwide are considering some manner of reopening. This may be […]