Marketing Strategy

Most B2B teams know that SEO stands for search engine optimization and that it has something to do with their website. What’s far less common is a current, working understanding of how SEO actually drives demand today, especially in a world of AI search, zero-click results, and increasingly picky buyers. The good news? You don’t […]

Sales, awareness, education… With each passing year, video is an increasingly integral part of any marketing plan, including or perhaps especially for B2B companies. The numbers don’t lie. A full 71% of B2B marketers used video—and that doesn’t include livestreaming, according to Content Marketing Institute’s 2020 final report on B2B marketing. It’s ubiquitous, but is […]

Events have always been a crucial part of B2B marketing. We go to industry events for networking opportunities, information exchange, and connecting with potential buyers. The COVID-19 crisis made the traditional way of partaking in events—travelling, setting up a booth, and talking with as many people as possible—impossible, so we pivoted. Luckily, things have bounced […]

Understanding and anticipating your customers’ desires is crucial to the health of your business. Reviewing customer history and feedback gets you part of the way there but to build a marketing strategy with precision, you’ll need to be able to predict market trends. Always a mix of art, science, and luck, trend-casting has never been […]

Growth takes planning. For small- or medium-sized businesses, future-proofing can take a backseat to more imminent concerns, but ignoring the long-term health and relevance of your business is a grave mistake. Failure to anticipate trends, ignoring the warning signs, and refusing to innovate can sink your business. We all want to future-proof our businesses, especially […]

If you’re looking for measurable results from your marketing effort, here are eight reasons why, for the same cost, you’ll get better results faster with an outsourced marketing agency, than with a single in-house hire or consultant.

The important number most small B2Bs aren’t tracking

If you want to stay in business, calculating your customer acquisition cost (CAC) is a good place to start. Tracking the cost to acquire a customer will help you understand the return on investment (ROI) of your marketing efforts, and give you the baseline data you need to improve. 

The importance of differentiation in your messaging 

Differentiation is the marketing strategy of differentiating your product or service from other competitors in the marketplace. Differentiation is crucial if you want to retain your customer base, generate repeat customers, or stay relevant over time—all of which are integral to your continued business success. Here’s how to differentiate your brand.

Marketing can be complicated and costly if you don’t know what you should be doing. Fortunately, there are steps you can take that will give you a clear picture of what’s working and what’s not. Measuring the effectiveness of your marketing efforts through strategy, KPIs, and benchmarks will allow you to guide your marketing success moving forward.

For better or worse, the business world changes constantly. Your company goals shift from year to year. And your marketing strategy should change along with them. The same plan of attack just won’t work year-over-year, because every year you’re marketing a different version of your company to a different version of the marketplace.