It’s easy to want all your paid efforts to go towards immediate, dollar-driving, lower-funnel campaigns. Those are the ones that usually have the $$$ attached to them when it comes time to review ROI. But if your goal is a sustainable, scalable, cost-effective B2B PPC approach, that won’t be enough. You’re going to need to… Continue reading B2B Paid Media Strategies: What You Need for Success
Category: B2B
How to Allocate a B2B Marketing Budget
You have an idea for a winning marketing campaign, researched what to do next, identified the right vendors to work with, and are ready to dig in. But if you’re only working from a half-formed B2B marketing budget, you probably won’t see the impact and results you’re looking for. They may be sporadic at best… Continue reading How to Allocate a B2B Marketing Budget
LinkedIn Digital Marketing: How to Scale Up to A Full Funnel Strategy
Sales organizations that thrive on a steady flow of inbound leads have an opportunity to leverage paid social for lead generation. LinkedIn digital marketing may be a viable option for some. Other companies may not fare so well. But if there’s a good fit, scaling up to a full-funnel digital marketing strategy on LinkedIn could… Continue reading LinkedIn Digital Marketing: How to Scale Up to A Full Funnel Strategy
How to Measure the Customer Journey in Home Services
Not all homeowners are ready to make a purchase right now. And that’s OK. But you should understand the different behavior prospects show at each stage of the customer journey. This can be done by collecting data at key listening posts along the way. This article overviews the customer journey in home services and shares… Continue reading How to Measure the Customer Journey in Home Services
Decoding Virginia’s New Consumer Data Protection Act (CDPA)
This article does not constitute legal advice, and is instead a guide to new, relevant legislation for marketing practitioners. Please confer with your legal counsel before making any decisions in regard to CDPA. *Update: On March 4, 2021, Governor Ralph Northam signed CDPA into law.* Consumer data privacy is no light matter. As more people… Continue reading Decoding Virginia’s New Consumer Data Protection Act (CDPA)
5 Ways B2B Brands Can Stand Out in a Suddenly Packed Digital Landscape
B2B marketers have been leading a slow but steady charge to grow their organizations’ digital footprint for years. Oftentimes, getting top level buy-in felt like pulling teeth, but dollar by dollar, the footprint grew. Fast forward to 2020. All in-person events — cancelled. Face-to-face meetings? Cancelled. Leaving the house at all? Forget about it. The… Continue reading 5 Ways B2B Brands Can Stand Out in a Suddenly Packed Digital Landscape
4 LinkedIn Content Marketing Tips for B2B Brands
Businesses in every industry are reevaluating their messaging to align with recent changes in consumer behavior. It’s clear that consumers are less interested in the “hard sell,” and more interested in receiving content that provides value and helps them navigate these challenging times. For B2B brands in particular, what’s the best way to share that… Continue reading 4 LinkedIn Content Marketing Tips for B2B Brands
The Cookie-Pocalypse is Coming: What Does This Mean for Advertisers?
Last year, Pivotal Research Senior Analyst Michael Levine downgraded Facebook’s stock citing concerns about the disappearance of third-party cookies and the declining demand for direct-to-consumer brands. This so-called “cookie-pocalypse” loomed over the heads of marketers ever since Google announced in May of 2019 that they will phase out third-party cookies over the course of the next two years. If… Continue reading The Cookie-Pocalypse is Coming: What Does This Mean for Advertisers?
