B2B Articles

B2B Marketing Insights

content marketing

Using Digital Events to Attract High-Value Leads

By Mason W. Stevenson, Senior Content Specialist Just a few years ago, webinars were not the preferred choice of most businesses. In-person, face-to-face events were considered one of the most successful ways to build connections and generate leads. In 2019, On24 reported professionals dedicated...

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Sales enablement

5 Ways to Elevate Your B2B Marketing Automation

By Kaci Antoine, Marketing Content Specialist The sales cycle of a small-to-medium B2B company can last as long as 60 days, while enterprise sales cycles can last six months or longer.¹ Implementing a B2B marketing automation tool like Hubspot helps companies engage more prospects across channels...

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12 Digital Marketing Trends for B2B Technology Companies

Just as technology continuously evolves, so does digital marketing for B2B technology companies. That's why SaaS, IT, and tech marketers must stay informed about demand and lead generation trends and how to convert prospects into sales opportunities. Here are a dozen trends we're seeing and...

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3 Questions to Ask When Evaluating Tools for Digital Marketing

By Chantel Hall, Marketing Content Specialist With the digital marketing revolution in full swing, there are more tools available to marketers than any team could need. When there’s seemingly a tool for every little task and activity, it’s hard to know where to invest your budget and what tools...

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digital marketing

B2B Lead Nurturing Tactics for Every Stage in the Funnel

By Chantel Hall, Marketing Content Specialist As leads move through the marketing-to-sales funnel, your lead nurturing tactics have to evolve to meet them where they are. Relationship building is essential throughout the entire process, but the tone and context of your outreach to leads will change...

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digital marketing

Why Do My Leads Suck? Your Lead Nurturing Isn’t Effective

By Chantel Hall, Marketing Content Specialist, and Lauren Lyons, Senior Analyst and Research Writer The crucial step between attracting a lead and closing a deal is often misunderstood or ignored altogether: lead nurturing. Educating and connecting with leads while they’re still in the research and...

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digital marketing

Do Chat Flows Work?

By Chantel Hall, Marketing Content Specialist The option to talk to a customer service agent (real or robotic) through a website chat function is growing in popularity with both businesses and buyers. But do they work? Or are they just a fad? The answer depends heavily on how you implement it. Chat...

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B2B Sales Middle of the Funnel Content Checklist

B2B companies use terms such as "sales funnel," "buyer's journey," or "buyer's lifecycle" to discuss how a potential client goes from a prospect (or someone who knows nothing about the B2B company) to someone who purchases the product or service. No matter which term you use, content plays a...

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Marketers Should Make Content Interesting, Not Sales-Focused

Content marketing is an efficient method for businesses to engage new prospects, nurture leads, and upsell clients.  To create effective content, your business must speak directly to a buyer's needs and pain points and include SEO best practices to increase the likelihood the content will rank well...

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Do Webinars Work for B2B?

Webinars can be a great tactic to grow both sales and marketing campaigns. A business leader can use webinars at the top of the funnel to talk about industry challenges or in the middle of the funnel to shine a spotlight on the benefits the service or marketed product offers. 63% of B2B Marketers...

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Marketing Opportunities for B2B IoT Companies

The Internet of Things is reshaping and defining markets, so much so that it has been dubbed “the next Industrial Revolution.”

Download our comprehensive guide on the opportunities, challenges, and best practices for IoT solution providers in the B2B space.


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