In the intricate world of B2B marketing, it's easy to get lost in the myriad strategies, tools, and metrics that promise brand success. Yet, when you dig deep, you'll find that at its core, B2B marketing revolves around two poles: one concrete and measurable, the other more abstract and intangible. Welcome to the dichotomy of B2B marketing – the balancing act between demand creation and demand conversion. The Tangible: Demand Conversion Often mistaken for demand generation, demand conversion encapsulates those...
In the competitive landscape of B2B Marketing, strategies have become increasingly dependent on website optimization. For B2B marketers, the process of optimizing websites demands a unique approach that focuses on both the journey-level and the page-level. In this post, we will explore the world of website optimization for B2B companies, highlighting the key differences between B2B website personalization and optimization vs B2C, and why they must be a part of your strategy. B2B vs. B2C Website Optimization: Notable Differences Understanding...
Imagine this: you walk into a store, and the salesperson greets you by name, knows your preferences, and guides you directly to the products you love. Feels great, right? That’s the magic of a personalized customer journey. Now compare that to walking into a store where no one acknowledges you, and you’re left wandering aimlessly. Frustrating, isn’t it? The same thing happens online. A personalized customer journey tailors every step of the user’s experience—showing them relevant content, products, and offers...
2 years ago, when a new VP of Marketing joined a company, one of their first decisions was what to buy/who to hire. In other words, how to spend money. Fast forward 24 months, and the first question a new marketing leader asks is what can I drop and how can I save money. In this edition, we’ll talk about some questions you should ask before investing in content creation and how to avoid wasting those precious dollars on content...
Gartner’s recent survey uncovered that CMOs have seen marketing technology significantly decrease in productivity, with utilization rates falling from 58% to 42% in 2022. For this reason, 75% of marketers report being under pressure to cut MarTech spend this year to deliver better ROI. Despite marketers still investing in tech, most of it is not being utilized effectively. Cutting costs is a given these days but it must come with a change of strategy. Evolving from Account Based to Buying Group Marketing Changes are...
With Google Optimize 360 set to retire on September 30, 2023, lots of companies are looking for a new place to run their experiments and A/B test their landing pages. This sparks a question - is traditional experimentation and A/B testing the best approach for B2B’s or is it time to re-evaluate your website optimization strategy? We know Google Optimize 360 was originally designed for B2C’s to make their one-off experiments and it has done a great job of that. However, for...
Now more than ever, businesses are prioritizing efficiency over growth; you need to be able to show proof of value, or you’ll be wished adieu. However, figuring out your website ROI can be hard as f**k, or is it? As we know, ROI consists of 2 parts, the return, and the investment; the investment part is usually straightforward as it's usually how much you spend on your website. The real challenge is finding the return. In this post, we will share a...
One thing we can definitely take from 2022 is that it’s a buyer's world, and we're just living in it. The road these buyer journeys are on is longer and bumpier than ever. Let’s get right into it. Picking up from where we left off in part 1 of our analysis. In this edition, we will talk about statistics on the impact of personalized content and experiences on accounts. How Many People For Each Target Account Are Visiting Your Website?...
We recently invited Israel Blechman, CEO of TLM Marketing to speak with us about "Technology Buyer Journeys In 2022 And Where We Are Heading In 2023." Some of the topics that we covered were: Conversion rate benchmarks of B2B websites. How long does it take to convert from anonymous website visitor to SQL? Time & Touchpoints How are marketers changing their approach in 2023? Please enjoy a recording of the webinar together with the slides that we presented: https://www.youtube.com/watch?v=t1dm6Im2xfo The...
Google has announced that they will begin to phase out their Optimize service starting on September 30, 2023. This news has caught the attention of many marketers who have been using the service to improve their website and online campaigns. In this blog post, we'll discuss the sun setting of Google Optimize and how marketers can prepare for this transition. What’s Google Optimize? Google Optimize’s website optimization platform helped marketers test and personalize their website to improve user experience and...
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