Tag: digital marketing

B2B Email marketing that stands out

B2B email marketing matters more while face-to-face marketing remains mostly on hold. Since lockdowns and working from home, digital marketing channels have become increasingly noisy and email response rates have fallen. HubSpot quoted average open rates for email messages of around 20%-21% in 2019, falling to 16% in 2021....

More ways to use white papers for lead generation

If you are using white papers for lead generation, you will want to get the best value from each one.  This article outlines the different ways people use white papers in content marketing to generate as many sales leads as possible. First steps First of all, your sales managers...

Secret search ranking factors: EU tackles big search providers

The EU has published their “Guidelines on Ranking Transparency”, which seek to make search engines and online intermediation services fairer. They’ve also published a list of factors that might be important in ranking search results. This is an interesting development which I will follow, as I write a lot...

PR and Digital Marketing evolution

PR and digital marketing work well together. I call myself a PR consultant working with technology businesses. However PR and Digital Marketing are both evolving and now they often overlap and complement each other. You will probably know that PR stands for Public Relations. The name is quite strange....

B2B Marketing Post GDPR

With the GDPR research and compliance just about complete for my own business, I have been thinking how B2B marketing will progress in the post GDPR world. GDPR forces us to think more like sales people who focus closely on the best business opportunities, and less like the now...

Content marketing for leads

Content marketing is high priority for technology businesses. This means that the resources and budget allocated to content marketing are growing. What is content marketing? With content marketing, you post information on your website that will answer the questions people are typing into their browsers.  The content can be...