In 2025, a website can no longer be a static marketing tool. It should be seen as a vital revenue-generating tool. As B2B buying behavior shifts to digital, businesses must prioritize website strategy to meet evolving buyer expectations. “By 2025, 80% of B2B sales interactions between suppliers and...
By Eddie Becker, Content Specialist Whether it’s pivoting during a pandemic or navigating an uncertain economy and possible recession, B2B companies need to be creative in their selling tactics to convert leads into customers. For most businesses, this means incorporating digital strategies they...
By Jenny Goldade, Content Specialist A solid homepage design will set B2B companies up for success when potential customers visit their website. Even though visual design trends change, some key homepage best practices stay consistent. These tips revolve around knowing that a lead-generating...
By Daniel Traicoff, Digital Marketer, JonFlaherty-Fisco, Content Manager, and Chantel Hall, Marketing Content Specialist Today — Friday, July 1— marks the end of text ads on Google. Starting today, all new text ads on Google search will be responsive ads. Old text ads will continue running, but you...
By Chantel Hall, Marketing Content Specialist Landing page forms allow marketing teams to collect data about a lead while also providing tangible value through a content offer, webinar, newsletter, or many other types of offers. While the landing page as a whole is important, the form used to...
Google just introduced a new tool to allow third-party applications that run in an HTML iFrame. It's a fairly simple concept, but creativity tools (by definition) extend what can be done on a platform--and as seen with Facebook, it can build popularity for a platform overall. Already,...
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...
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 say they want to improve customer experience. Few start with the most critical piece: the words they use. Buyer-centric messaging is not about slogans or clever language. It is a system that helps buyers move from curiosity to...
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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