Tag: B2B
Demand Creation vs Demand Capture – What’s the Difference?
What’s the Difference Between Creating and Capturing Demand? Demand is the lifeblood of any business. In order to sell products or services, B2B technology companies first need to create “demand” for whatever they have to offer. The digital marketing funnel, and all of the other practices companies use to engage with customers are part of […]
What is Display Advertising? (and Why It Still Matters in B2B Marketing)
Compared to options like social media marketing, influencer promotion, and video campaigns, display advertising might seem like a relatively old-fashioned concept. Most people are familiar with display advertising – even if they don’t realize it. Any individual who’s seen a banner displayed on the side of a social media screen or in the middle of […]
We’ve Cracked the Content Code
At this point, content is pretty much in our blood. We’ve been producing a steady stream of insights, blog posts, articles, comparisons, videos – you name it, for more than 5 years. We’re proud to say we’ve produced and published more than 10,000 amazing news articles and blogs since 2017. That’s a lot of information. […]
Lesson 2 – Never Kiss On The First Date
Business leaders and marketers are impatient. We all want customers to buy our products quickly, and no one likes waiting around to make a sale. However, trying to force a conversion from your first interaction with a customer is like proposing marriage on a first date. In B2B tech, it comes across as pushy, overwhelming, […]
Lesson #3 – Who Are You Again?
Let’s face it, we’re all goldfish. 🐠 Thanks to technology, the human attention span is lower than it’s ever been. We’re all constantly distracted by social media messages, emails, videos, and – hey what’s that over there… In a world where your technology buyers have countless things constantly battling for their attention, it’s important to […]
Lesson #5 – One Size Never Fits All
Formatting your content to suit a diverse audience is a crucial component of the content code. Designing the ideal content is a complicated process these days. If you want to boost your appearance online and expand your brand reach, you need to think about a number of factors, from keywords to technical SEO. So, how […]
Earned Media Vs Paid Media: The Complete Guide
Content is king in the digital world and the key to attracting or converting any audience. The right “media” helps businesses boost brand awareness, earn customers’ loyalty, and even improve their reputation online. However, there’s more than one type of content to consider. A company pays for some forms of media to generate specific results, […]
What Is B2B Technology Journalism?
What is B2B technology journalism? Most people have a basic idea of “journalism” as a broad concept. Essentially, it’s a tool for “broadcasting” information about a specific topic. In the past, journalism usually involved writing a story or press release for a newspaper or television show. Now, journalists take advantage of a range of different […]
What is B2B Demand Generation?
B2B demand generation, or “Demand Gen”, is essential to a solid sales and marketing campaign. This integrated marketing approach uses multiple methods to drive awareness and interest in a product or service. With carefully-chosen content marketing efforts, nurturing campaigns, and even strategies like account-based marketing, B2B companies can strengthen connections with potential leads, increase revenue, […]
What Are Brand Guidelines? An Introduction
Your brand is one of the most valuable parts of your business. More than just the image you portray through your logo or the words on your website, a brand is how you differentiate your business from the competition. It describes how you make your customers feel and how they perceive you. With an effective […]