Find the latest insights, trends, and topics on B2B and healthcare marketing.
Aligning with Get There’s B2B sales cycle discussion in May, Crain’s released a study earlier this year that showed cycles are longer than they used to be. Today’s potential customers usually do not contact a brand until they are more than halfway through the sales cycle. Because of this trend, B2B marketers are feeling more […]
As we work to use search to become better marketers, we will devote today to Search Engine Marketing (SEM). Search Engine Optimization (SEO) falls under the larger umbrella of SEM, but as we discussed last week, the two should be used in tandem to achieve optimal results. SEM is most commonly associated with paid search […]
On Wednesday we discussed search as it applies to marketing, because gone are the days when understanding its functionality can be left to the “experts.” Distinguishing between SEO and SEM can be confusing, especially when you need to use them to complement one another. Many marketers are most intimidated by SEO, since it relies less […]
Marketers are increasingly adding search marketing to impact their campaigns. While many understand the vital role search can play in campaign success, they don’t necessarily have the knowledge to use it themselves. In fact, C-level executives who leave all search knowledge in the hands of the “experts” are doing their company a disservice; all of […]
Early in May, we shared our thoughts on the importance of combining search and social for B2B marketing success. Companies like Google and Bing have created a structure in which search and social media work well together. B2B marketers are finding the return on social media efforts are more sustainable over time when one customer […]
In recent years, companies have become adept at using Twitter for marketing and communications. Most of them, however, are only just beginning to recognize the power of Twitter as a sales tool. An increasing number of sales teams are incorporating social selling into their strategies, and as it turns out, tweeting is one of the […]
As B2B marketers, most of us spend a great deal of time preparing Keynotes, Powerpoints and decks. For years, all of this work was put in Archive folders on our computers, never to be used again. Thanks to Slideshare, presentations have become shareable, which makes them a valuable new marketing tool. But how do you […]
In the past, content marketing was viewed primarily as a means of creating and promoting assets. Today’s B2B marketers have moved beyond that perception with the realization that content marketing in the digital age is much more complex. Content Hubs are the updated way to build and share content that relates to customer needs. Content […]
BtoB Magazine recently wrote that smart marketers make a point of strategically spying on their competition. They point out that keeping an eye on your competitors can be helpful on several levels, and we agree. Following conversations between potential leads and the competition can be very helpful in shaping your own brand’s communication strategy. Here […]
In recent years, the challenge of social media has been that every marketer knows it is necessary, but it is almost impossible to measure its worth. It is hard to gauge the return on the money and seemingly endless time that it requires to be invested. Even though the capabilities of data and analysis are […]
