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The B2B Marketing Blog

Why UX Design Shouldn’t Go on the Back Burner for B2B Companies

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Guest post by Eleanor Hecks.

Effective user experience (UX) design is just as important for B2B websites as it is for consumer businesses.

To move customers from awareness to conversion, B2B business sites must be designed with a clear information architecture; provide compelling messaging and details about products and services; and establish the company’s credibility.

Importance of good UX design for B2B websites

Image credit: Sigmund on Unsplash

This is why UX design is so important for B2B businesses. Here’s how these companies can leverage UX design to gain a competitive advantage.

The Importance of UX Design for B2B Businesses

When deciding on what product they want to buy to fulfill a need, new prospects and current clients must make several decisions. [Read more…]

Ten Actionable B2B Tips for Creating Personalized Omnichannel Experiences

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Guest post by Apoorv Bhatnagar. Revised April 25, 2022.

B2B customers have come to expect the same type and level of personalization as B2C customers. Consequently, businesses must personalize interactions across channels to form a rich, cohesive experience for B2B customers.

Personalization tips for B2B marketing

Image credit: Arantxa Aniorte on Unsplash

Here are ten tips to help ensure a smooth transition from single or multichannel marketing to an unforgettable omnichannel marketing campaign.

Ensure Buy-In Across Departments for Your Omnichannel B2B Marketing Initiative

The biggest key to success for any business initiative is team buy-in. Omnichannel B2B marketing experiences will require an “all hands on deck” approach from each department; without buy-in, your organization will struggle to deploy this new measure.

[Read more…]

Four Ways to Bridge the Gap Between Marketing and Sales

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Guest post by Payman Taei.

To be successful in any business, it’s vital that your sales and marketing teams work together effectively. While that probably sounds obvious, like professional figure skating, it’s much harder than it looks.

4 steps to bridge the gap between sales and marketingFar too often, organizations create structures that keep information trapped in functional silos. This prevents data (and the insights contained within that data) from freely flowing across your enterprise—meaning that the people who actually need access to that information to do their jobs simply don’t have it.

Your marketing ideas, for example, should always be informed by what is going on in sales, and vice versa. Together, your marketing and sales teams possess the knowledge to paint a complete picture of who you’re targeting and how to best get the right message in front of the right person at the right time.

[Read more…]

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

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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?

Mike Lewis and Michael WeberMost 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.
[Read more…]

The Entrepreneur Interview Series #23: Nicolas Wegener, SendSquared

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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.

Nicolas WegenerThe 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 SendSquared logomake 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.

[Read more…]

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