On the Blog

Does Your B2B Buyer Journey Work for Marketing AND Sales?

Marketing is just part of the B2B customer journey. Once you’re on a potential customer’s radar, you have to make a smooth transition from marketing to sales. Unfortunately, this can be a real hurdle for many B2B businesses. Many of the clients that we’ve worked with have struggled to make their marketing work because they […]

by Aden Andrus

Does Your B2B Buyer Journey Cover These 7 Key Phases?

There are a lot of ways to map out your customer journey. Every business and customer experience is unique, so the right way to map out your journey will really depend on your specific business, what you’re selling and who your customers are. 1. Awareness In many types of businesses, “awareness” is used to describe […]

by Aden Andrus

Account-Based Marketing: What Industries Should You Be Targeting?

If you’re not sure which accounts you want to target or how best to market to them, it’s time to sit down and do some research. Before you can start identifying specific accounts, you need to identify which industries are a good fit for your business. Identifying Your Target Industries To get started, take a […]

by Aden Andrus

Good Ecommerce Marketing: It’s All About Balance

In our experience, most businesses tend to either be too focused on the “big picture” or “stuck in the details”. Neither extreme is good for the health of your PPC account. The simple fact of the matter is that good marketing is a balance of big and small. You want to get in front of […]

by Aden Andrus

Is It Time to Give Account-Based Marketing a Try?

To succeed at account-based marketing, you have to understand the issues and challenges your customers are facing. Depending on their industry, business size and goals, the decision-makers you’re targeting will have specific problems and priorities you’ll need to keep in mind as you build out your strategy. For example, both home delivery pharmacies and industrial […]

by Aden Andrus

What’s Hiding in Your Ecommerce Account?

Sometimes little oversights can cost you big time. That was the case with one of our clients when they first came to us. This particular client sells anatomical models and charts to doctors, teachers, universities and laboratories. Remember that creepy skeleton in the corner of your high school biology class? Yep, there’s a whole industry […]

by Aden Andrus

Marketing Automation and ABM: A Perfect Match?

Good account-based marketing involves a lot of nurturing. You’re building a relationship between businesses, and there will be a lot of nudging, encouraging, reminding and helping along the way. All of that takes time. However, B2B relationships are just like normal relationships—if you don’t invest the time, the relationship will die. Unfortunately, that can be […]

by Aden Andrus

Is Your Ecommerce Marketing Set Up for Success… or Failure?

How you set up your campaigns can have a big impact on their performance. If your campaign structure focuses your budget on the wrong impressions, clicks or even products, you can waste a lot of money without realizing it. Structuring for Success For example, when one of our clients first came to us, they were […]

by Aden Andrus

Automated Bidding…When Are You Going to Give It a Try?

Sometimes, improving campaign performance is simply a matter of knowing which algorithm to use and when. For example, one of our clients sells a novel landscape maintenance tool. When they came to us, their revenue numbers were okay and their return on ad spend was 2.2x. That was acceptable, but not where they wanted it […]

by Aden Andrus

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