Content marketing can be hard. It’s time-consuming and resource-intensive; copying and pasting are the enemy of positive outcomes.  One-of-a-kind content is what we all want. It’s what your audience wants, and it’s what Google’s algorithms want from you if you want to rank in their search engine results pages (SERPs). With that in mind, repurposing can sound sketchy. But repurposing is not duplicating. Repurposing existing B2B blog content into different formats not only saves time and resources; it’s a powerful approach to maximise your content’s value and extend its reach across platfor ..read more

Turn mobile-friendly B2B websites into mobile-responsive marketing tools The mobile-first website movement has been a key ranking strategy since pre-2015. Website browsing trends had begun to flip: desktop was down, and mobile web search was on an upward trajectory that we all knew would never be topped by desktop again.  The mobile-first crusade was Google’s doing. In 2015, they introduced their “mobile-friendly” update, and in 2016 mobile-first crawling and indexing began.  In the web development community, this period was alarmingly labelled Mobilegeddon. Every company and agency ..read more

Tired of trend lists that don’t apply to the unique challenges of B2B marketing? We’ve got something different. B2B marketing can be complicated; buyer journeys are messy. Multiple stakeholders and longer decision-making processes bring unique challenges, and the how-to tips everywhere online are mostly irrelevant in B2B industries.  Finding the right information is tricky. But you, my B2B friend, are already practising the buyer behaviour of all of us in B2B. You’re researching, comparing, and have just now landed on the relevant, tangible information that will actually help you get bett ..read more

Every action our customers perform online today can be a gateway to a new business opportunity. Every click, like, view and interaction brings us insights and edges buyers at every stage of the sales cycle toward the ultimate goal: the purchase. But what comes first is the lead.  Website lead generation forms are one of the most critical touchpoints in the B2B landscape. They are the front lines of engagement, meticulously designed to convert casual browsers into leads.  Combining B2B and B2C statistics, the average conversion rate from lead generation forms is 1.7%. In B2B services ..read more

Seasonality in B2B Marketing is often overlooked, with many associating it solely with B2C enterprises. From Black Friday sales to Summer Specials, B2C businesses typically work their promotional activities around significant calendar events. Why? Because it works. According to Pipedrive’s findings, 35% of salespeople attribute their peak success to seasonality, highlighting its crucial impact.  What is Seasonal Marketing? Seasonal marketing involves adjusting promotional strategies and campaigns to align with specific times of the year, leveraging events, holidays, or seasonal trends to ..read more

This blog was originally posted on the 11th of September 2015 and has been updated for 2023, incorporating practice questions to ask yourself with regard to the B2B marketing mix, and an 8th P to consider!The term “Marketing Mix” is synonymous with “the four Ps”: Product Price Promotion Place However, what many people don’t realise is that the business-to-consumer (B2C) marketing mix and the business-to-business (B2B) marketing mix are not one and the same. The primary difference is the addition of three more elements for B2B marketers to worry about: People Process Physical Evidence These ..read more

Blogging has become a popular way for businesses to connect with their audience and establish themselves as thought leaders in their industry. However, in order for your B2B blog to be successful, it needs to be SEO-optimised. This means that your blog needs to be written in a way that appeals to both humans and search engines. In this article, we will explore the fundamentals of B2B blogging for SEO and provide tips and best practices to help you create blog content that not only engages your audience but also ranks well in search engine results pages.   Understanding B2B Blogging for SE ..read more

Lead nurturing is a powerful B2B marketing strategy for companies to create meaningful connections and drive engagement with customers and prospects at every stage of the sales funnel. Almost 80% of marketing leads don’t actually convert into sales. As such, it’s important to have a well-developed lead nurturing strategy in place that fosters relationship building alongside your lead generation campaigns. By focusing on providing value at every stage of the customer journey, lead nurturing ensures your prospects stay engaged and motivated, leading to higher conversion rates and increased sales ..read more

When making a bigger purchase, you want to feel confident that you’ve weighed up your options and that the final product or service you’re going with is right for you. This is especially true for B2B buyers, who follow a long and complex purchase journey, which often requires input from multiple people at their company. The 2022 Content Preferences Survey, which was based on data from a survey of 174 executives, found that 62% of B2B buyers engage with three to seven pieces of content before contacting a salesperson. As prospects seek information about your product or service to determine whet ..read more

B2B marketers are increasingly embracing online advertising to reach their potential customers. Google Ads can be a powerful B2B marketing tool not only for driving traffic but also for generating leads. However, it can be a costly endeavour if it is not properly set up and maintained, especially for B2B industries, where cost per click can be particularly high. To maximise ROI on this channel, it is important to regularly review and analyse key metrics and continuously optimise your campaigns to ensure that you’re making the most of your marketing budget. The Google Ads platform is complex an ..read more