B2B Marketing
Four Frameworks That Replace the Funnel Model
Summary: As the funnel model increasingly fails to capture how modern buyers actually behave, a number of new frameworks have emerged to replace or repair it: McKinsey’s decision journey and...
Four Frameworks That Replace the Funnel Model
Summary: As the funnel model increasingly fails to capture how modern buyers actually behave, a number of new frameworks have emerged to replace or repair it: McKinsey’s decision journey and...
What Is Category Design?
Summary: Category design is the act of creating an entirely new type of solution in the market’s mind, instead of competing within an existing category, and then becoming the name...
What Is B2B Positioning?
Summary: B2B positioning is the act of choosing the context you place your product into – the frame of reference that makes its value obvious to the buyer. Positioning isn’t...
What Is the 95/5 Rule?
Summary: The 95/5 rule states that at any given moment, only about 5% of B2B buyers are actually in-market, actively in a buying cycle, while roughly 95% are not yet...
What Is Mental Availability in B2B?
Summary: Mental availability is how easily a brand comes to mind in a buying situation. It isn’t about having the sharpest argument, the slickest pitch, or the most convincing feature...
What Are B2B Events and Trade Shows?
Summary: B2B events and trade shows are in-person gatherings such as conferences, industry trade shows, workshops, and private meetings, where a business meets buyers, customers, partners, and the industry community...
What Is B2B Community Marketing?
Summary: B2B community marketing is about building and nurturing a community where members connect with each other around a shared interest, not just with the brand. The core distinction comes...
What Is Paid Advertising in B2B?
Summary: Paid advertising in B2B means paying to put the right message in front of the people who influence purchase decisions inside target organizations, through channels like search, LinkedIn, retargeting,...
What Is B2B PR?
Summary: B2B PR is about building reputation and trust for a business through third-party voices — journalists, industry experts, analysts, customers, professional communities, and other independent sources — instead of...
What Is a B2B Webinar?
Summary: A B2B webinar is a live online event where a business uses its expertise to teach, present, exchange ideas, and build relationships with a group of people interested in...
