B2B Marketing

Pricing for e-commerce is a tricky beast. You need to account for competition with other sellers, but you don’t want to de-value your products in a race-to-the-bottom. Purely competitive pricing can lead to disappointing results: you might not sell enough to compensate for offering the lowest prices. A profitable pricing strategy involves some of our favorite e-commerce growth hacks: psychology! Considering your customers’ motivations gives you an edge in understanding…

Back in 2016, I wrote about the Top 5 B2B Marketing Tactics You Can’t Ignore. Some things haven’t changed – there are still endless marketing platforms, software, and tools that promise to generate leads and conversions and offer the greatest ROI. But, so many world-changing events have occurred since, transforming every industry in numerous ways, leading to some notable strategic changes across the B2B marketing sphere. Research showed that the…

Account-based marketing (ABM) is a strategy that is especially beneficial for B2B companies. ABM involves identifying, obtaining, and marketing to targeted, high-value accounts and communicating directly with executives and business leaders who have authority in large purchasing or contractual decisions. This suits the B2B space by targeting specific decision-makers right from the start, filtering out unqualified prospects, and aligning marketing and sales on strategy, content, and engagement for each account.…

Marketing automation simplifies lead generation, customer relationship building, and driving conversions. It’s the cornerstone of any lean and efficient marketing department, freeing up teams’ time and resources from repetitive tasks that are necessary for campaign success. By utilizing marketing automation software for B2B companies, you can improve customer experiences with personalized content and target your product or service promotions to customers with various needs. Ready to automate your marketing department?…

Operating in the business-to-business marketing world can sometimes feel a bit like getting left behind. Many educational materials for marketers such as courses, masterclasses, and certificates focus on the business-to-consumer side of the equations. That leaves B2B experts scraping the barrel for resources or adapting B2C content to apply to them in order to hone their craft. Thankfully, there’s a strong community of authors dedicated to providing tools like B2B…

Bombora, 6sense, and other “intent data” platforms are helping marketing teams evolve ABM where there are less forms, less spam, and less cold calls. They are promising to help sales and marketing teams avoid: Wasting time with prospects that will never become customers as they will help you focus time, money, and resources on companies that are showing real interest and intent in investing in a particular solution to fix…

As I discussed earlier this year in my post “Executive Insights: World-Class Demand Generation and Corporate Social Responsibility Converge at Televerde”, I was very fortunate to work with some tremendous partners during my nearly 19 year tenure with SAP Global Marketing. One I enjoyed working with was Televerde, a company headquartered in Phoenix AZ that combines lead generation and corporate social responsibility with an outstanding business model with proven results.…