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Launching an innovative B2B or B2C product that addresses your ideal customer’s pain points is only the first hurdle on the road to business success. The real challenge comes in breaking through the noise to reach buyers where they’re at and effectively communicate your solution’s value. But today, there are more channels to address than ever before, and each needs specialized marketing content. Most businesses don’t have the staff or
HubSpot is so much more than just a prevalent CRM. It’s an example of how software as a service (SaaS) can enable modern businesses to grow and scale their operations without investing in costly sales and marketing software from day one. Only a decade old, HubSpot became the go-to tool for most data-driven marketers. In addition to scalability and cloud-based maintenance-free software, HubSpot offers expansive integration options, further augmenting the
The digital marketing landscape has been transformed by artificial intelligence (AI) seemingly overnight. New AI tools are revolutionizing how businesses approach marketing by unlocking valuable insights, streamlining processes, and delivering personalized experiences that resonate with their target audience. AI technology has already been integrated into online marketing activities by over 80% of industry experts, and a recent study indicated that more than 50% of respondents believe AI will significantly improve
B2B marketing has always been challenging, but it’s become even more so over the last two years. Why? AI-powered tools have changed how campaigns, content, and strategies are created, and provide deeper analytics to parse. Additionally, the B2B buyer journey has always been long, but now buyers expect a more seamless, personalized experience supported by the right content and tech. These challenges require increased attention and investment by companies—and many
In the fast-paced B2B world, it’s easy to think that social media and the latest AI tools have become essential ways to generate leads. But search engine optimization (SEO) is more important than ever for B2B organizations. B2B online marketplaces grew 100% in 2022. 67% of B2B buyers start the purchasing process with research via search engines, and B2B companies generate 2x more revenue from organic search than any other
When it comes to making B2B sales, the most crucial factor to consider is that buyers aren’t passive recipients of sales pitches. Instead, they’re active researchers, independently scouring online resources to gather vital information that aids purchasing decisions. This proactive approach means that companies need B2B content marketing that’s consistently visible, with compelling, value-packed content ready in every corner of the internet where a potential buyer might look. CMI’s recent
Unlike other social networks, LinkedIn is where people come to seek out and publish work-related content. Rather than exuberant selfies and images of beloved pets, on LinkedIn, you’re more likely to come across job postings, products, and events (more or less) relevant to your profession and educational background. LinkedIn is the place for B2B to be. When approached correctly, LinkedIn can be an invaluable tool for B2B organizations to reach
When a B2B website underperforms in search, the first assumption is often that the content needs work. But rankings and visibility aren’t just driven by what’s on the page. They’re also shaped by how the site is built and maintained. Technical SEO focuses on the structure behind the scenes that allows a site to perform well in search. Even the best content will struggle to gain traction when those elements
When a SaaS startup starts gaining traction, the momentum feels real. New customers come on board, product feedback is encouraging, and there’s a growing sense of opportunity. However, if your startup lacks experienced marketing leadership, this early success can rapidly go off the rails. Without someone to set a clear strategy, your marketing efforts may become fragmented, and the initial momentum can dissipate as quickly as it appeared. To prevent
Search is changing. Instead of scrolling through pages of ranked links, more people are relying on AI-generated answers to find information. AI-driven search tools like Google’s AI Overviews and ChatGPT Search summarize content and often remove the need to visit a website. For companies that depend on organic search traffic, this shift means their content strategy needs to evolve to a dual approach—optimizing for both AI-driven search and conventional search
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