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The B2B Marketing Blog

How to Accelerate the Sales Velocity Of Your SaaS Business

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Contributed post.

Few industries in history have grown as rapidly as the SaaS (software as a service) space. Launched in 1999 with the founding of Salesforce.com (or Concur, though it didn’t start as a SaaS firm), it’s worth over $170 billion today, and has grown 500% in just the past seven years.

SaaS has replaced packaged applications and physical mediaFor Millennials and members of Gen Z, SaaS is just what software is. Most have little experience, at least in their adult professional working lives, using packaged software or client-server applications (from which SaaS evolved).

Throughout the 1980s and 90s, most B2B software vendors relied primarily on big-ticket software sales, with a smaller revenue stream from services and annual maintenance contracts. Dependence on these large deals, often in the hundreds of thousand or even millions of dollars, caused revenue streams to be “lumpy” for software vendors. Closing or losing a single large deal could often make or break a quarter.

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Digital Marketing Disruption: Why the Status Quo is Dangerous

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Contributed post.

Before the pandemic, some business owners were slow to shift budget dollars to digital marketing, even as others reallocated budgets toward digital more aggressively. Coming out of the pandemic, even those companies have now realized that an increased focus on digital marketing is necessary to keep up with competitors and drive sales.

Digital marketing disruption and how to embrace changeCovid-19 has disrupted many businesses, particularly in the travel and hospitality industries where many had to close the doors for more than a year. To keep afloat, many have turned to digital marketing and also diversified their products and services.

For example, auto dealerships have turned to e-commerce to sell cars rather than relying on physical locations alone. Restaurants started offering delivery and takeaway services when previously they’ve relied on customers dining inside.

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How Social Media and Influencers Have Radically Changed B2B Marketing

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Social media and influencer marketing have each significantly impacted the work of B2B marketers. But the two combined have changed B2B marketing in profound, evolving, and still not completely understood ways.

It’s a fascinating story, and to even try to fully grasp it, one must do what the King advised the White Rabbit to do in Alice in Wonderland: “Begin at the beginning.”

Prologue: The Reign of Print

Freedom of the press was mostly theory before the InternetFor five and a half centuries, right through most of the 1990s, the quote in the image at right rang true.

In the B2B marketing world of the late 20th century, it was possible for independent industry experts, forward-thinking executives, and even marketers with an interesting point of view (those we’d collectively call “influencers” today) to get published in business and industry trade magazines.

But print space was an expensive and finite resource. A few journalists, analysts, and business-book authors in any industry segment stood out. They were invited to write about trends and speak at industry trade shows.

Still, the large majority of potentially interesting voices went unheard, or were rarely heard from. They had no platform. They didn’t own printing presses.
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How to Balance Personalized Marketing With Data Privacy in 2021

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By Natasha Lane.

Over the past three years, data privacy has received a great deal of media attention, driven mainly by the implementation of GDPR in the EU. Since 2018 when the law passed, international legislative authorities have implemented several international equivalents, the latest ones being Brazil’s LGPD and California’s CCPA.

How to balance personalized marketing with data privacy in 2021

Image credit: Despositphotos

Yes, privacy legislature is excellent news for consumers, especially when considering the consequences of data breaches. Nonetheless, the rules can be overwhelming for marketers just trying to do the right thing.

One of the biggest concerns for businesses is that all information capable of identifying a consumer (name, email, IP address, server location, etc.) falls under these privacy regulations. And not just that.

In addition to the data a business uses directly, companies are also responsible for their marketing/analytical tools. Being legally bound for the way Google Analytics, for example, uses consumer data is nothing if not stressful.

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Big Data: What It Is, Why We Need It, and How to Use It

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Guest post by Amanda Greenwood.

It’s been nearly a decade since interest in big data began taking off. Yet because the term is used in so many different contexts—from artificial intelligence (AI) applications to business intelligence to ecommerce to the Internet of Things (IoT)—there’s still a lot of confusion around it.

What is big dataTaking a step back, what exactly is “big data”? What can you do with it? And, most importantly, why do you need to know?

What is big data & where did it come from?

Stripped to its essence, big data is a volume of data so large that traditional data processing tools and methods such as Excel spreadsheets or text processors can’t handle it.

“The data is too big, moves too fast, or doesn’t fit the strictures of your database architectures. To gain value from this data, you must choose an alternative way to process it.” – Forbes

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