B2B Marketing Blogs

If you're doing anything in marketing, it's likely you need a landing page. Landing pages are simple versions of a website meant to convert a customer from either an ad campaign or an email campaign.

The growing demand to capture a website visitor's attention as quickly as possible before they have the chance to bounce has sprung up multiple tools to solve challenges in website personalization.

B2B personalization at its core aims for the same effect that B2C personalization does ─ better customer experiences that lead to more conversions, better retention, and more revenue. This article describes how segment-based B2B personalization works and how it differs from B2C personalization. 

SaaS companies are in a constant battle with trying to find the best call-to-actions (CTAs) for their website and deciding on one has implications on how your sales funnel looks. Most companies end up including multiple different types of CTAs to capture all the different types of buyers, but this takes away the edge of a clear CTA.

Personalization of logos is in a key role in communicating to visitors that your company serves similar companies to yours. If a visitor doesn't recognize a logo, the impact to conversion is much lesser than if the logos are from companies from the same industry, size, and location. Let's look at a couple of examples on how to personalize logos.

Campaign misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign uses a different messaging than what the company typically has on its main website.

Campaign misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign uses a different messaging than what the company typically has on its main website or the landing page you're trying to get people to land on.

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor based on elements that relate to geolocation.

In B2B sales cycle, the decision to purchase a product has typically been in the hands of multiple people. Even though decisions are made lower in the organization than ever before, it's still relevant to understand that there are multiple people (with personas / job titles) influencing a sale. Some relevant roles to the sale include: economic buyer, end-user, technical buyer, and decision-maker. These roles can be one and the same person.

Most B2B companies can't sell to target customers of all sizes (the exception to the rule being companies like Intercom and Hubspot). The reason behind it is simply how the sales are organized in the company. If you do want to target customers of any size, make sure your sales is aligned to the size of the target customer and you're using proper firmographic segmentation.

Channel misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign on a specific channel uses a different tone than what the company typically has on its main website.

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor from different geolocation if the website is personalized well.