customer journey Archives | B2B Marketing Blog

The Founder Interview Series #32: Mike Lewis and Michael Weber, Click360

January 12, 2021 by Tom Pick Leave a Comment

Year after year, marketing professionals are asked to do more with less. Generate more leads (or sales) and increase brand awareness, without spending more (or at best, not much more) money.

That means both B2B and B2C marketers are challenged to answer the same question: how can I know which marketing tactics are actually driving sales, so I can allocate my marketing budget more effectively?

Most analytics tools are limited in their ability to answer this. They mostly focus on first/last-touch attribution or attribution from a single source or channel, while being backward-looking rather than prescriptive.

After living this challenge for years and never finding technology that could deliver the insights they were after, two entrepreneurs set out to solve this problem. Here’s the story of Mike Lewis and Michael Weber, and the company they co-founded, Click360.
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The Entrepreneur Interview Series #23: Nicolas Wegener, AdBase

March 24, 2020 by Tom Pick

Marketing technology can be tremendously powerful, both in enabling marketers to do innovative things and in allowing them to automate common tasks. But there are two big problems marketers face in working with their technology stack (or more accurately, their marketing technology matrix) today.

The first problem is that most of the tools simply aren’t very smart. Which means, too often, that their net effect is to enable marketers to do the wrong things more quickly and at a lower cost. For example, to send a specific message to a specific group on Tuesday morning at 10:00—even if that message isn’t right for that group, or Tuesday at 10:00 isn’t the best time to send it.

The second problem, which is part of the reason for the first, is that marketers too often must work with stacks or matrices of tools that are disconnected from each other. The resulting gaps and overlaps make it difficult for marketers to make the best decisions.

While running an ecommerce company in his prior role, Nicolas Wegener recognized the fragmentation in the customer journey caused by the number of software platforms his company had to use to run its online store. It was a big hindrance, and figuring out which tools worked the best with one another was challenging.

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The Scope of SEO and Digital Marketing Expertise

March 9, 2020 by Tom Pick

Guest post by Mathew Jade.

Digital marketing as a discipline has matured and encompasses a standard set of components, though best practices within those components continue to evolve. Looking at the future of digital marketing, it continues to consume a larger share of overall marketing budgets for publicity, advertising, and promotion.

Search engine optimization (SEO) is at the core of digital marketing success. SEO is a vital early-market strategy for new ventures and startups, as it produces cost-effective, long-lasting results. Creating high-value search-optimized content also helps established companies build their online presence and brand credibility.

Here are six elements that define the scope of SEO and digital marketing benefits and key practices.
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Breaking Down the Digital Marketing Areas to Focus on in 2020

February 13, 2020 by Tom Pick

Guest post by Ronita Mohan.

Digital marketing is so broad that marketers can sometimes over-concentrate on areas that don’t generate sufficient ROI.

Here are a few key areas to focus on in your 2020 marketing plan, and how you can optimize efforts in each.

High Quality Content

The trend towards “quality over quantity” in B2B marketing started at least four years ago.

That said, there are still brands focused on simply pushing out more content—often at the detriment to the quality of what’s produced. 2020 will see a continued shift in the kind of content created.

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Six Useful Tips for Successfully Modernizing Your Small Business

January 15, 2019 by Tom Pick

Guest post by Lilach Bullock.

Getting a small business off the ground isn’t easy. But even after your enterprise has achieved liftoff, it can be tough to keep abreast of the latest technological innovations and remain competitive. This is especially true when your rivals have bigger budgets to play with, affording them the cashflow to explore new avenues and maximize the use of nascent platforms.

Photo by rawpixel on Unsplash

However, there’s another way of looking at it: larger businesses are often at a disadvantage, shackled to expensive legacy systems that are too costly to modernize, while smaller, more agile businesses can stay on their toes.

Although it can seem daunting, there are definitely ways and means of modernizing and making sure your business runs smoothly without completely breaking the bank.

To maintain profitable growth, business owners must take advantage of the capabilities offered by modern applications, tools and services. Here are six actionable tips to help keep (or bring) your business up to date and stay a step ahead of your competitors.
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