A Title That People Will Want To Click:

A strong title is debatably the most important part of successful article writing (especially in B2B). The title is the only way to capture your target’s attention – if the title doesn’t spark their interest, they’re not going to click through and read it. 

So what can you do to make your tile more effective? One of the simplest ways is to make it super obvious what the article is about – get specific and, if possible, make it clear the problem you’re solving with your solution. A knowledgeable prospect isn’t likely to be interested if your headline seems too general. Take “Multi-level cybersecurity for enterprises” VS.  “

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The post 5 Steps To Writing Effective B2B Sponsored Content appeared first on B2B Marketing Blog.

What Is A Cookie – And How Do They Work?

When most people think of a cookie, they think of a sweet snack with chocolate chips in it. But, for the purpose of this article, let’s keep it to the more complicated type of cookies – “browser cookie”, “HTTP cookie”, or “internet cookie”. 

Cookies are the way that websites are able to identify you. Whenever you visit a website, the website will keep a unique code, or a “cookie”, that only applies to you. Using these cookies, the website will be able to remember you and your shopping habits in order to best serve you.  

Have you ever been online shopping, and had items in your shopping cart but decided you weren’t ready to purchase them just yet and you just wanted to keep browsing? Have you also noticed that when you go to a different page and come back, those items are still in your cart? That’s all thanks to cookies!

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The post What Are Cookies, How Do They Work And The Death Of The Third Party Cookies appeared first on B2B Marketing Blog.

Niche publications don’t focus on the mass market – but rather target a highly specific audience, such as industrial automation or manufacturing products. This offers you the ability to reach your target market without hitting a ton of unqualified or unrelated readers. 

There are a few steps to turning your niche advertising into a sales pipeline; knowing your audience, choosing a publication, developing your advertisement, and tracking your campaign. 

Let’s Take A Minute To Consider How You Know Who To Target!

One of the best ways to identify your target market is to use buyer personas. A buyer persona is a fictional character you make up that represents the buyer of your products or services. Some aspects of your persona include job titles, company size, pain points, and even personal demographics. Get into as much detail as you can – and don’t forget to give your persona a name! It might seem sill

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The post Turning Your Niche Advertising Into A Sales Pipeline appeared first on B2B Marketing Blog.

Under normal circumstances, approximately 13,000 trade shows happen in the United States every year (and that only accounts for 40% of all trade shows around the globe!

And there’s a reason they’re so popular! At the start of 2020, 93% of face-to-face marketers were feeling“optimistic” or “hopeful” about trade shows being an effective marketing medium. That has obviously changed.

But, even without a pandemic at hand, there are drawbacks associated with trade show marketing. Of course, the most obvious one being cost. Depending on the show you attend, the size of the booth you purchase, travel costs and so on.

But, I’m not here to try and tell you not to exhibit at trade shows – because even if we all wanted to, it’s probably not a feasible option until 2021.

So, what can B2B marketers do to make sure that they’re able to fill their pipeline without trade shows?

The post How To Shift Your Marketing Approach When Trade Shows Are Cancelled appeared first on B2B Marketing Blog.

However, not all webinars are created equal. From experience, I have found that there are a number of things that take a webinar from a droning lecture to a thought-provoking experience.

So, to help you on your journey to effective webinars, we’ve compiled a quick outline of what you need to be successful.

CONTENT

Your target market is will somewhat dictate what your content should be, but so will what’s going on in your industry and to a certain degree the world. The main goal of any webinar should be to deliver value and to be viewed as a thought leader in your space. A couple of examples of content could be new technology, an upcoming event, or educational sessions. 

AUDIENCE

Your webinar audience will be dictated by the content and vice versa. One potential place to start is choosing an audience and then developing relevant content based off your target. But there are potential pitfalls to approac

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The post Five Steps For Throwing A Successful Webinar appeared first on B2B Marketing Blog.

So how can you be memorable and leave an impact?

Companies who get the most attention from their prospective customers are those who fascinate. Sally Hogshead, the author of “Fascinate: Your 7 Triggers to Persuasion and Captivation”, says, “Fascination is the most powerful way to influence decision-making”. 

Before you dismiss this as fluff, remember every day, intentionally or not, we are all using f

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The post Stop Playing It Safe- Creative B2B Marketing appeared first on B2B Marketing Blog.

In a nutshell, intent data is any information that indicates a lead’s interest in your solution. This interest can capture all stages of the buyer’s journey from initial awareness to a final purchase decision. 

WHEN WAS THE LAST TIME YOU CLICKED ON AN AD FOR FUN?

Generally speaking, most of us aren’t going around clicking on ads for the fun of it – particularly in the industrial B2B space. No matter how engaging you think your ad is, I can almost guarantee that no one in their right mind is visiting a website on pre-cast concrete unless they foresee a future use for it. 

That is the first level of intent. 

They stepped on the lot, and that in and of itself indicates that there is some level of buying intent. 

KEEP TRACKING OVER THE ENTIRE BUYER’S JOURNEY

But, of course, just because they’re looking around doesn’t mean they’re sales-ready right now. In B2B, the sales cycles tend to be long and complicated, so the chances of someone buying on t

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The post What Is Intent Data & Why Is It So Important? appeared first on B2B Marketing Blog.

Some of the most common terms you’re likely to hear are: 

• Marketing Qualified Lead (MQL) 
• Sales Qualified Lead (SQL) 
• Marketing Unqualified Lead (MUL) 
• Information Qualified Lead (IQL) 
• Target Lead
• Cold Lead
• Warm Lead
• Hot Lead

To make things worse, some of these terms are actually interchangeable – it just depends on who you’re talking

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The post What Is A Lead? Breaking Down The Terminology appeared first on B2B Marketing Blog.

You invest in countless assets to improve your business, from land and machinery to patents and copyrights. But, when it comes to shelling out some cash for marketing, the average business sees it an inconvenient expense that doesn’t drive direct results.

In reality, the way people perceive your brand and offerings is an integral part of how successfully your business will be able to grow. We need to take a full 360 on how we view marketing and recognize that if you’re willing to invest in it, it can be one of your most powerful assets. 

Expenses should be kept to a minimum. Marketing shouldn’t. 

When creating an annual budget, it makes sense that you actively try and keep your expenses down to a workable minimum. You don’t want to invest in a new piece of machinery unless it’s going to be able to create more or better products that you can sell to increase revenue.

Unfortunately, marke

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The post Marketing is an asset, not an expense. appeared first on B2B Marketing Blog.

It’s no secret that marketing in B2B is undervalued – particularly in terms of digital marketing. I still come across countless industrial companies that have a franken-site that looks like it was built in the late nineties. 

So, when an industrial company that’s historically shied away from the world of digital makes the leap to enlist help from some B2B marketing experts, they sometimes get stuck thinking that all we do is websites. 

Websites are, of course, a large part of your online presence. It’s where all of your other digital marketing activities will lead traffic to hopefully convert into prospects. But they are from the be-all and end-all when it comes to digital marketing. 

When hiring B2B marketing experts, your expectations should be far higher than creating a “pretty” website. They should be there to guide you through marketing strategy and planning, advertising options, campaign development, content creation, and so much more. 

Take ActiveConversion as an example, our team is made up of digital marketing experts, content writers, designers, and of course, web developers. If you limit your view of marketing to just yo

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The post Industrial Digital Marketing Experts Manage More Than Just Your Website appeared first on B2B Marketing Blog.