The B2B marketing funnel is fundamentally changing. While a prospect’s progress through the funnel has traditionally been driven by marketers, we are now seeing greater autonomy and empowerment from potential buyers. In practice, this means they prefer to conduct independent research before reaching out to sales or product marketing representatives. In fact, the average person […]
Account-based marketing (ABM) was one of the hottest B2B marketing trends of 2020, and the trend is projected to continue throughout 2021 according to the 2020 State of ABM Report. And it’s not hard to see why – 87% of B2B marketers surveyed by ITSMA reported their ABM initiatives outperformed their other marketing investments in terms of ROI. […]
The C-suite is the most commonly-cited target audience group for any tech B2B content marketing campaign. That’s the dream – a decision maker reads some content you have put out and tells their teams to investigate your solution. The challenge is getting these decision makers to pay attention in the first place. Pitching content to […]
The Internet of Things (IoT) has dominated the telecommunications industry for the last decade, and recent statistics from Mordor Intelligence estimates that the global IoT market will surpass $1.38 trillion by 2026. Although these projections are slightly lower than previous reports predicted – due to the global impact of COVID-19 – the promise of a […]
Topic clusters and pillar pages may be the content strategy that could turn the game around for you and your website, but getting it right is tricky. The goal of a constant stream of organic traffic is something that all sorts of companies in various fields try to achieve, using all kinds of content marketing […]