Most companies believe they have a clear Ideal Customer Profile (ICP). But when you look closer, it's not a strategic model. It’s a segment definition. A list of filters like industry, size, title, and geography. That’s helpful for ad targeting, but not enough to drive real growth. If your ICP...
Most marketing playbooks assume a return to normal. Pipeline softness is temporary, budgets will bounce back, and next quarter will bring clarity. But what if the volatility isn't temporary? We're in an economic era of perpetual disruption, not recovery arcs. Rising interest rates, market...
The B2B buyer's journey has become more complex with the rise of generative AI. Buyers are relying on AI-driven insights before visiting a company's website or speaking with sales. This shift challenges traditional inbound lead generation and requires businesses to rethink how they attract and...
Marketing healthcare technology presents unique challenges that differ significantly from other industries. The complexity of medical products, the stringent regulatory environment, and the diverse needs of healthcare providers create barriers that many selling organizations fail to overcome. In...
Many, if not most, IT companies struggle with marketing. Despite having state-of-the-art products and services, their marketing efforts often fall short. Below, we explore some critical marketing issues that lead to underperformance among IT companies. Failure to Differentiate or Specialize One...
The term "influencer marketing" conjures up images of highly followed TikTok or Instagram accounts pawning new products for brands that give them a commission. However, the spotlight is shifting toward the somewhat overlooked realm of B2B influencer marketing, revealing a distinct landscape with...
By Jenny Goldade, Content Specialist B2B companies often use marketing campaigns to shout their message. Instead of this approach, businesses should use campaigns to poll their target audience on their interests. In other words, B2B companies can use marketing campaigns to test various topics and...
By Ava Champion, Content Specialist, and Lindsey Glorioso, Digital Marketer. B2B businesses looking to generate leads with paid advertising should consider LinkedIn since it offers an impactful way for businesses to reach and connect with their audiences. 89% of B2B marketers use LinkedIn for lead...
By Ava Champion, Content Specialist, Daniel Traicoff, Growth Specialist, and Lindsey Glorioso, Digital Marketer. Google Ads can be a powerful lead generation tool for B2B businesses. In fact, as of February 2023, Google holds 93.37% of the search engine market share globally.1 And since 49% of B2B...
By Ava Campion, Content Specialist In 2022, health IT, mental health tech, and telehealth all saw funding increases, according to a CB insights report on the State of Digital Health.1 As the need for innovative technology grows within the healthcare industry, B2B healthcare tech companies need to...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts...
Hiring great talent is vital to business success, but it’s not an easy feat. Many companies turn to recruiters to help fill open roles. It’s expensive, and it doesn’t foster a strong connection between the company and the candidate. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
Most IoT marketers excel at describing their product but not at helping buyers make a decision. The result? Long sales cycles, vague interest that stalls out, and technical demos with no business case attached. The root issue isn’t the product. It’s...
A fictional persona won't tell you why a deal stalled. A business problem will. But for years, B2B marketing teams have built their strategies around buyer personas: "Maggie the Manufacturing Director," "CTO Carl," and "Procurement Paula." These...
When uncertainty hits, the reflex is familiar: freeze budgets, delay campaigns, cancel that next initiative. On the surface, it makes sense. Cutting marketing spend feels like the safest lever when pressure mounts. But there’s a core problem with...
That form fill that just came through is not the finish line. It’s the start of a conversation you’ll never hear. Your buyer isn’t acting alone. They’re just the first touchpoint in a chain of internal validation. A chain that includes skeptical...
Most companies believe they have a clear Ideal Customer Profile (ICP). But when you look closer, it's not a strategic model. It’s a segment definition. A list of filters like industry, size, title, and geography. That’s helpful for ad targeting, but...
Most marketing playbooks assume a return to normal. Pipeline softness is temporary, budgets will bounce back, and next quarter will bring clarity. But what if the volatility isn't temporary? We're in an economic era of perpetual disruption, not...
The B2B buyer's journey has become more complex with the rise of generative AI. Buyers are relying on AI-driven insights before visiting a company's website or speaking with sales. This shift challenges traditional inbound lead generation and...
Marketing healthcare technology presents unique challenges that differ significantly from other industries. The complexity of medical products, the stringent regulatory environment, and the diverse needs of healthcare providers create barriers that...
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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