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The Best B2B Marketing Blog



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Published: Tue, 24 Apr 2018 19:04:43 GMT2018-04-24T19:04:43Z

 



From Trade Show to Customer: 7 Email Lead Nurturing Tips

Tue, 24 Apr 2018 18:49:19 GMT2018-04-24T18:49:19Z

You’ve just come back from another successful—and exhausting—trade show. Congrats! But while you may feel you've earned some well-deserved downtime, resting is the last thing you should be doing.

Despite all those hours poured into planning and prepping for a trade show, oftentimes only a fraction of that effort is dedicated to the follow up. And the longer you wait, the less likely your new contact will remember you; don’t forget all the other companies that were there vying for your prospect’s attention as well. That said, it's time to put an email lead nurturing plan into motion!




Interactive Content: What Is It? And Why Do You Need It Now?

Fri, 20 Apr 2018 12:00:00 GMT2018-04-20T12:00:00Z

Gone are the days where visitors are content to cozy up to your blog with a big mug of tea and read everything you have to say. In an age where we can swipe, tap, and click to find everything we need, you need more than just a blog to stand out.

In fact, the most recent State of Inbound report listed “interactive content creation” as a top-five priority for marketing teams in North America – with 38% of respondents saying it’s a priority for the coming year. This ranked higher than other seemingly-important priorities like marketing automation (37%), webinars (21%), and product how-to videos (16%).

The moral of the story? Interactive content is here to stay. Let’s review what interactive marketing content is, why it matters to your business, and some tools you can use to try out interactive content this month.




Hubspot’s Website Multi-Language Feature in Action

Wed, 18 Apr 2018 15:36:35 GMT2018-04-18T15:36:35Z

Last year, we helped a well-established international document management company—DocuWare—make the move to HubSpot’s website platform. They were previously using Drupal, an open source CMS, and had web pages in German, French, Spanish, and English. Although DocuWare had been using HubSpot’s Marketing Hub, blog, and landing pages for a couple years, the time had come to refresh, simplify and streamline the rest of the marketing operation.

Part of this decision to move the rest of the website to HubSpot's COS was because of its capabilities for multi-language websites. The platform makes it easy to create and manage translated pages in a SEO-friendly way. We found that this was the case, but not without some lessons learned along the way. So we thought we'd share these lessons with you! Here’s a peek into our journey.




5 Tips for Successfully Using the HubSpot Prospects Tool

Fri, 13 Apr 2018 15:35:31 GMT2018-04-13T15:35:31Z

The Prospects tool is one of my favorites from the HubSpot Sales suite. It allows users to gain insight into those people visiting their websites and to use that information in a variety of strategic ways.

Interestingly, the most recent State of Inbound report from HubSpot revealed that 38% of salespeople struggle most with prospecting. Without a doubt, this tool is meant to make their jobs a lot easier – it's just a matter of effectively using it! If you work in sales or business development, and prospecting has begun to feel like a chore, this post offers a few quick tips and strategies for success leveraging the HubSpot Prospects tool.




7 Insider Secrets to Getting More Leads from Your LinkedIn Ads

Tue, 10 Apr 2018 13:39:25 GMT2018-04-10T13:39:25Z

Trying to get more B2B leads online? One of the best places to generate highly targeted B2B leads is using paid / sponsored content on LinkedIn.

Our team has seen excellent results for a number of our B2B clients. We've been able to get highly relevant content in front of a very specific audience, resulting in lead gen rates of up to 30%!

But, advertising on LI can be tricky. We’ve had success… and failure. The reality is that no one has 100% success on this (or any) platform.

Fortunately, LinkedIn itself has been freely sharing the “secret sauce” they’ve discovered from their own advertising results on their own platform. What better way to discover how to maximize your results than to learn insider insights directly from the source.




Go-To Design Tips to Keep Your Emails Displaying Properly

Thu, 22 Mar 2018 17:36:06 GMT2018-03-22T17:36:06Z

Designing a visually appealing email takes time – often requiring a designer or marketing team to go through multiple rounds of edits. Every detail is thoroughly thought out and the preview link is sent to the appropriate parties for approval. It's finally ready for delivery, but when you click send, you get emails from a few people later that day saying it's not rendering correctly. How could this happen? What went wrong?

All that time spent working on the design and content was for naught if you can't get your emails displaying properly. And sometimes you may not even realize it until after your message is out the door. In light of this, here we have some tips on how to make sure your email renders correctly across multiple email service providers (ESPs).




The Copywriting Do’s & Don’ts When Marketing to Engineers

Tue, 20 Mar 2018 14:29:20 GMT2018-03-20T14:29:20Z

Thirty seconds into my very first-ever buyer persona interview with a manufacturing engineer, one thing was clear. We were speaking different languages.

I don’t mean that literally, of course.

Both myself and my interviewee, Karl, a Senior Processing Engineer for an aerospace company, spoke English. But as I stumbled through my script of open-ended questions – each one intended to spark a meaningful discussion and “peel back the curtain” on key buying motivators for engineers – it was clear that my regular approach wasn’t cutting it. The open-ended questions were too open. Too indirect. Conversations were not sparking. And the curtain wasn’t budging.

Thankfully, an interview lets you pivot your approach on the fly, which ended up being the case with Karl. But what about your written content?  Are you striking the right tone with your engineering audience? Or turning off and turning away your target readers? Even if you’ve nailed the subject matter, simple communication nuances—referred to here as our Copywriting Do’s and Don’ts—are critical. Here are some easy writing tips that can mean the difference between engagement and disinterest.




Why Customer Success Is Critical for Your B2B Business

Thu, 08 Mar 2018 14:32:00 GMT2018-03-08T14:32:00Z

Think your B2B company won't get much out of a customer success program? Think again! Albeit a relatively new field that's quickly gained a lot of traction in the business world, "customer success" isn't just the latest buzzword or passing phenomenon. Success is rooted in relationship building, something that's been a key to B2B marketing for a very long time. Read on to learn about customer success, how it can help you achieve your business goals, and easy ways you can implement it.




ABM Prospecting Tactics for Small and Mid-Sized Sales Teams

Thu, 01 Mar 2018 18:44:15 GMT2018-03-01T18:44:15Z

There is a ton of great content out there on account-based marketing: what it is, why it works, and how it works. This is not one of those overview articles (but this one is.) Today we’re getting down and dirty in one specific area of ABM: prospecting.

Prospecting is really Step 2 in account-based marketing. Step 1 is determining who you want to reach. Let’s start there.




5 Ways Your Technology Firm Can Effectively Market to Manufacturers

Thu, 22 Feb 2018 13:00:00 GMT2018-02-22T13:00:00Z

There are two core reasons why marketing technology to manufacturers is more challenging than it may be to your other target buyers.

  1. Many manufacturers are marketing laggards who may not respond to your most innovative, trendy marketing techniques.

  2. U.S. manufacturers have been on an incredibly tumultuous ride over the past decade and times are still uncertain.

By understanding and embracing these two facts, and adjusting your approach accordingly, your technology firm can successfully market to industrial manufacturers.