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...
What Is a B2B Podcast?
Summary: A B2B podcast uses long-form audio content to build trust, authority, and relationships with a specialized market. The biggest mistake in B2B podcasting is measuring it by downloads, because...
What Is B2B Email Marketing?
Summary: B2B email marketing means using email to build and nurture relationships with people who have already agreed to hear from you, not to bother strangers. Email’s real power does...
What Is Dark Social in B2B?
Summary: Dark social encompasses all the interactions that influence buying decisions but are nearly impossible to trace: private messages, conversations in closed groups, referrals between colleagues, a podcast heard on...
What Is B2B Content Marketing?
What Is B2B Content Marketing? Summary: B2B content marketing is the practice of creating and distributing valuable content to attract, build trust with, nurture, and retain a clearly defined target...
What Is LinkedIn Marketing for B2B?
Summary: LinkedIn marketing for B2B means using LinkedIn to build familiarity, create trust, establish thought leadership, and reach the right buyers inside target organizations. LinkedIn’s real power doesn’t come from...
How Are Brand Marketing and Performance Marketing Different?
Summary: Brand marketing builds memory, familiarity, and trust with the market over the long term, without requiring an immediate response from customers. Performance marketing triggers an immediate, measurable action, such...
What Is Account-Based Marketing (ABM)?
Summary: ABM, or Account-Based Marketing, is a way for marketing and sales to jointly focus resources on a pre-selected group of target customers, instead of trying to reach the entire...
What Is Outbound Marketing?
Outbound marketing is the set of activities where a business proactively reaches out to buyers first, through email, calls, messages, social media, or account-based targeting programs. Unlike inbound, it doesn’t...
What Is Inbound Marketing?
Inbound marketing is an approach that attracts buyers to come to you through useful content, instead of interrupting them with ads. It was popularized by HubSpot starting in 2006 and...
How to Convert Demand Into Orders in B2B Marketing
Demand Capture is the sum of marketing activities focused on customers who have already entered the buying cycle and are actively searching, comparing, or evaluating solutions, through channels such as...
