If you came here looking for a rule-of-thumb recommendation for setting a B2B marketing budget based on revenue, that’s easy — you should budget between two to seven percent of your previous years’ sales. Feels a little arbitrary, right? That’s because it is. Alternatively, you could base your figure on what others are allocating for their B2B marketing budgets…. Read more »
“Come together, right now.” —John Lennon It’s a demonstration I’m sure you’ve seen: a presenter holds up one stick and has a volunteer show how easy it is to break that stick in half. Then, the presenter holds up a bundle of 20–25 of the same-sized sticks and asks the volunteer to break that in half… Read more »
Ghost traffic (or phantom traffic) is fake traffic and data, particularly referrals, that hackers insert into your Google Analytics dashboard in order to get you to visit their (the hackers’) websites. In this article, we’ll look at how Google Analytics works, how hackers exploit it to insert malicious ghost traffic, and what you can do… Read more »
Last year, we wrote about the importance of lead nurturing for industrials. As a premise, it makes perfect sense. The industrial buying cycle takes time — often months — and it can be extremely effective to touch base with customers at key moments in the lengthy buying cycle, helping them complete their customer journey by… Read more »
It’s almost football season and there’s an adage any pigskin fan is guaranteed to hear at least once this fall: defense wins championships. It might be true in sports, but when the legendary head coach Paul “Bear” Bryant uttered this phrase some 40-odd years ago, he surely didn’t have B2B sales and marketing in mind…. Read more »
Content curation is a popular topic on the web. If you do a search, you’ll find that there are dozens of tools that can be used to pursue this activity, which helps speed up your content production, makes your content more relevant to your target audiences, and expands the reach of your content and brand…. Read more »
Bed Bath & Beyond has been emailing me 20%-off coupons for the past two years. These emails are typically ignored; I hadn’t visited a Bed Bath & Beyond in at least eight years. Well, last month, their efforts finally paid off. A certain someone convinced me higher-thread-count sheets were a necessity so my first instinct… Read more »
Building an industrial website is like laying a foundation for a home. Your website is the keystone for most of your digital marketing efforts. It’s a resource for both attracting potential customers and adding value for your current customers. You don’t want to take chances when creating one. Since the inception of Industrial Strength Marketing… Read more »
