Cybersecurity is an important industry and as it constantly changes, it is critical to evolve marketing strategies to ensure your product, service or solution stands out in a sea of competitors. Content marketing serves as the driver to help set your brand apart. Having a strategy optimized for success can boost lead generation and business revenue. Below, we highlight content marketing strategies and tactics aimed to help boost cybersecurity lead generation, grow your business and more. Understand Current Buyer Expectations Marketing is often the first touchpoint that introduces a prospect ..read more

Social media has become an important marketing channel for B2B startups. 89% of B2B marketers use LinkedIn for lead generation and by 2025 it is projected that 80% of B2B sales interactions will occur on digital channels. Social media has become a staple of every marketer’s toolbox, and it is a key component to the success of B2B startups. We break down four benefits of social media marketing for startups and provide some useful tips to navigate it successfully. 1. Reaches Your Key Decision-Makers Social media can be an effective marketing platform and a go-to for receiving news. Social medi ..read more

When multiple organizations undergo a B2B acquisition, each brings its own unique brand identity, recognition and attachment to the table. The journey towards successful integration is fraught with challenges. From customer confusion to employee anxiety and hesitancy in adopting changes, the risks are abundant. For marketing leaders, the challenge lies in strategically evolving messaging and brand strategy to create a cohesive and stronger entity. However, with the right approach, these challenges can be minimized. Whether you’re on the brink of a B2B acquisition or already immersed in the p ..read more

Reaching the right audiences with the right messages is fundamental for B2B marketing success. Without clear and consistent messaging, it can be a challenge to engage ideal buyers and highlight why your solution is the best one for them. That’s where a strategic messaging framework comes in. A messaging framework is a tool that helps embody and communicate your strategy and story across all different lines of business. A successful framework produces coherent and consistent messaging that resonates with target audiences, differentiates your organization from the competition and communicates ..read more

As marketers, we strive to understand and adapt to the dynamic needs of our target audiences. While buyer personas have been the key component of many marketing strategies, what if the key to unlocking more effective and resonant content lies not in demographic details but in the intricacies of an individual’s personality? Using personality-based marketing can provide deeper insights into what truly resonates with a person instead of basing it on demographics alone. In this exploration beyond buyer personas, we have partnered with OneNineFive to delve into the transformative potential of per ..read more

The MedTech industry is becoming more innovative as organizations continue to develop revolutionary products that address emerging challenges. This is causing the market to become crowded, leaving companies struggling to stand out among competitors when introducing new products. When implemented correctly, a successful product launch can ensure organizations make their mark and can set the foundation for long-term product performance. This comprehensive blog provides a structured approach to exploring the intricacies of a successful MedTech product launch, from market analysis and strategic ..read more

Developing a go-to-market strategy is critical to the success of your organization. Your go-to-market strategy brings together the key elements that drive your business. It provides a strategic action plan that clarifies how to reach your target customers and better compete in your industry. Organizations must learn how to build a B2B go-to-market strategy to successfully launch new products. Benefits of a B2B Go-To-Market Strategy A go-to-market strategy extremely useful when put together and utilized correctly. Below are a few important benefits that put into perspective how critical it i ..read more

In the world of B2B marketing, there’s a shared aspiration that unites us all: the desire to generate a steady stream of high-quality leads to fuel the growth of our sales pipeline. The quest for leads may take various forms, but one method consistently stands out as a powerful tool for educating, nurturing and capturing qualified prospects; content marketing. In this blog post, we dive into the art of leveraging content marketing for lead generation and guide you through incorporating this effective tactic into your marketing initiatives. Content Marketing: A Lead Generation Powerhouse The ..read more

Launching a B2B product successfully requires more than just a product launch strategy. It demands a thoughtful orchestration of creativity, strategic planning and an understanding of market dynamics. We’ve interviewed seasoned marketing executives in our series “Marketing Insights from Executives” focused on product launch strategy lessons learned. This article combines a few of the top lessons learned along with key best practices, offering a comprehensive guide for those navigating the complexities of product launches. Lesson 1: Craft Meaningful Connections Through Interactivity Instill ..read more

When you get excited to launch your product or company, it can be easy to get weighed down by the amount of planning it takes to put a launch together. At the same time, there is a lot of pressure riding on the launch to make it successful. With so much on the line, you must get marketing right. But where do you start? How deep do you dive? Focusing on four essential marketing fundamentals will go a long way toward building a solid foundation for the success of your B2B business. With these in place, you and your team can achieve a successful launch and kickstart lead generation. Marketing ..read more