Why Use LinkedIn for B2B Marketing? For business-to-business (B2B) marketing and advertising, LinkedIn is a powerful marketing and advertising tool for audiences that use it. Why? Because unlike...
A LinkedIn Primer for B2B Marketing
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Blog
B2B Marketing Trends and Challenges for 2021
The Train Has Left the Station It doesn’t take a crystal ball to understand that the pandemic has changed the world forever — and impacted every part of society. Though vaccines are expected to ease...
Digital Marketing Best Practices: Voice of the Customer
Unpacking VOC What is VOC? Voice of the Customer (VOC) is a marketing research technique used to solicit feedback from customers to determine perceptions, needs, and expectations. When is VOC...
How to Work with Customer Service for Effective Digital Marketing
Why Include Your Customer Service Team? Customer service teams are more than product or service troubleshooting experts. They take orders, handle complaints, and solve any problem the customer...
Digital Marketing Best Practices: Optimizing Advertising Frequency
Frequency vs. Fatigue Having just lived through the election season, we all understand the principle of frequency as it relates to advertising. The more an ad is repeated, the more likely you are to...
The Importance of Brand Building in B2B Marketing
Brands and Brand Equity B2B purchases are based on performance and differentiation from the competition. The challenge is to create and amplify differentiation so that your brand is preferred over...
Why is My Competitors’ Marketing Better?
There can’t be more than 10 commandments in the 10 Commandments of Marketing, so let's call this the first amendment: “Thou shalt not covet thy competitors’ marketing.” It’s a real issue, because as...
Why You Need a Key Opinion Leader Strategy for Marketing Food Safety Testing Products
The Importance of Key Opinion Leaders Life is all about connections. As much as we automate, standardize, and process our way into insularity and isolation in the name of efficiency, business still...
Myth-Busters and B2B Communication Strategies for Different Generations
Digital Natives vs. Digital Immigrants There have always been gaps between generations where mutual understanding breaks down. Generational marketing attempts to segment the audience by generation...
Generational Marketing Preferences
It’s a Jungle Out There Out in the world, things are fragmented. Modern marketers have to deal with multiple issues like omnichannel advertising, technical issues, social and economic issues, and...
4 Key Components of a Go-to-Market Strategy
GTM Defined A go-to-market (GTM) strategy is the plan a company uses to bring a product to market. GTM strategies are typically developed as a collaborative effort between marketing, product...
How to Build a High-Performance Marketing Team Structure
Your Most Important Asset What constitutes a high-performance marketing team? When you have the right mix of people, skills, motivation, and leadership, organized in the right way, amazing things...