Allocating budget to the right areas of your marketing department can take time. Knowing which channels provide the most opportunity and the greatest ROI can help you make the most of the budget you have available – and this is a BIG deal as many marketers understand that getting a lot of business budget isn’t always easy. A 2013 survey from Sagefrog found that 45% of business-to-business (B2B) companies are expecting to increase their marketing budgets in 2013. But, where exactly are those budgets going? What do current budget trends mean for CMOs? Let’s find out. Read the full entry

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While marketers may be all talks about nurturing leads down the funnel and using content to convert a prospect into a customer, one topic that isn’t as widely discussed as it should be is why B2B (business-to-business) buyers begin looking for to make a new purchase in the first place. While new technological advancements and the shifting needs of customers are often good indicators that a purchase is in the near future, there are other goals business buyers have in mind when beginning the buying cycle. So what exactly prompts a new business purchase? Read the full entry

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“Welcome to marketing’s new era where technology has ushered in extraordinary new capabilities and mind-numbing complexity.” – Tony Uphoff

Digital technology has unleashed performance-marketing opportunities providing data, analytics and ROI metrics that have many marketers jumping for joy. However, it also has them running for cover. Marketing is more complex than ever. In fact, a recent BtoB study found that only 36% of marketers feel their current marketing programs effectively address all stakeholders and 40% feel targeting and segmentation tools are effective in helping them reach their target audience. Read the full entry

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In the many stages of the purchase process, from discovery of a need to learning about the products and services that meet that need to the eventual purchase, buyers are seeking out the information that can help them reach a decision. In today’s hyper-connected and digital world, it’s likely the buyer you’re trying to reach has already done a considerable amount of research on their own and has some understanding of what it is they’re looking for and where they can find that information. Are you aware of what they’re looking for and where to deliver it? If not, keep reading. Read the full entry

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The bottom line is that site speed and page load time affect your bottom line. Believe it or not, something as small as 1-second delay in load time can lead to reduced conversions, reduced page views, and reduced customer satisfaction. All of these things impact your business’s bottom line. When you’re spending money on lead generation and various marketing mediums, the last thing you want is to have the people that visit your landing pages bounce without spending some time connecting with your content, products, and/or services. Here’s what causes a slower load time, how delays impact your site and business, and a few steps you can take to optimize your site for speed. Read the full entry

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Last week, CEO Tony Uphoff introduced Business.com’s Small Business Pulse, a monthly, data-driven analysis of key issues related to small-to-medium businesses. As he mentioned, over 100,000 small to medium-sized business leaders use Business.com to discover, learn about and purchase the resources, products and services they need to run and grow their businesses. To promote the new report, we’ve created new landing pages, sent out press releases, and are continuously looking for new ways to distribute the information to audience’s that will find it valuable. Creating content is the first step in a successful content marketing strategy. The next step is distribution. B2B (business-to-business) organizations can distribute their content, such as whitepapers and webinars in a number of ways. Read the full entry

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In the past, TV advertising has been a major hot spot for marketing budget. Businesses were able to reach a wide audience with a somewhat targeted approach, paying attention to channel, program, and location segmentation. However, more and more buyers and business decision makers are turning to online sources to consume video. From sites such as YouTube and Vimeo to Hulu and Netflix, online video channels are one marketing medium advertisers would be wise to take advantage of. We produced this infographic to show marketers and buyers alike that there is value in online video. Businesses can produce valuable content for brand awareness and engagement, and buyers can get the information they need to make more informed decisions about the products and services they need to run their business. Read the full entry

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