Like many professionals, I face a deluge of sales messages every day. It’s easy to tune out emails, display ads, and LinkedIn messages. But a phone call? Love it or hate it, it captures my attention. I set out to discover if B2B telemarketing is dead in 2025, or if it’s due for a comeback. I talked to sales experts and dug into data to find out whether cold calling still has a place in the modern sales strategy. Follow along as I share what I found and the expert tips I uncovered on how to turn conversations into conversions […]

I primarily work with B2B clients, so I’m getting very well-versed in B2B marketing analytics. Every month, I report on the marketing for the prior month, and I turn those marketing analytics into stories and actions. Believe it or not, B2B marketing analytics doesn’t have to be boring. I use various tools for my analytics, including but not limited to Google Analytics, Google Search Console, Looker Studio for automated dashboards (which makes light work of reporting on marketing analytics), Semrush, and so many more. In this article, I’m digging into B2B marketing analytics, including what it is, the essential data […]

When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. On paper, it looked like we were doing everything right. But users weren’t converting, and growth stalled. Something was off. It wasn’t a lack of effort but a lack of alignment. We didn’t fully understand how customers found and engaged with our product. I needed better insights into their journey, so I met with the product team to dig into feature usage, trial behaviors, and key friction points. This collaboration transformed our strategy. For […]

If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use every day. While the idea of selling something to someone is as old as humanity, the modern funnel framework helps standardize — and improve — a buyer’s experience. What does it take to build a funnel? And how do you know it’s working? Let’s join other marketing experts and find out. Table of Contents What is the B2B marketing funnel? B2B Marketing […]

If you’re like me, you only open a small fraction of the (dozens? hundreds?) email newsletters you’ve subscribed to. So I set out to find what those really good newsletters, the ones you open on the regular, have in common. Email newsletters have been floating around in the zeitgeist for some time now, especially as more writers have left online publishers to make it on their own. I talked to a half dozen experts in the field, including both technical and content specialists, to tease out the difference between B2B newsletter marketing and other types of emails, guide you through […]

I remember once sitting in a quarterly marketing review meeting, watching competitors‘ video campaigns flash across the screen. My initial skepticism turned to curiosity as I saw how they were connecting with audiences in ways our traditional content never had. Each campaign told a story that spoke directly to a decision-maker’s challenges and needs. That‘s when it hit me: B2B video marketing isn’t just another checkbox in our marketing strategy — it’s a fundamental shift in how we engage with our audience. Think about it: An engaging explainer video can transform a confused prospect into an interested lead while a […]

Few things bring me joy like diving into a Wikipedia rabbit hole for a few hours. I relish the chance to research topics and ideas and discover the unexpected ways they connect. And while I may relax that way in my personal life, I also use those skills in business, where I conduct B2B market research to build marketing strategies and plans. Understanding businesses as buyers is its own kind of rabbit hole. They can be complex entities, with dozens or hundreds of employees and leaders, each possessing unique needs and desires. It’s a lot to unpack — but, to […]

One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right. Just like each player of the team needs to work together to score a touchdown, the parts of your B2B conversion strategy need to work in harmony to catch website visitors and turn them into paying customers. If there’s a weak link in your strategy (like a player on the team not performing at their best), you’ll need to tweak it or pull it from the roster. For this post, I sat […]

B2B ecommerce is a thriving industry. Growing at a rate of over 10% each year, B2B ecommerce will generate over $3 billion in sales by 2027. However, no matter how familiar you are with B2C (business-to-consumer) ecommerce, selling to businesses is an entirely different beast. I wanted to find out how exactly B2B ecommerce strategies differ from B2C ones, the different types of B2B ecommerce channels, and how to successfully market a B2B business, so I talked to the people who know it best. Here’s how to get your B2B ecommerce strategy right, according to industry experts. Table of Contents […]

As a content writer in the digital marketing space, I spend a lot of time breaking down industry terms, concepts, and strategies, some of which can be more confusing or difficult to grasp than others. However, I have also found that some terms, including “B2B2C marketing,” might seem to be overly complicated at first, but turn out to be much easier to understand once you investigate them. In this post, I’ll guide you through what B2B2C marketing is and how it works, as well as provide a few examples of popular and effective B2B2C marketing strategies. Table of Contents What […]