It's a tale as old as time... B2B marketers have been trying to understand and measure the impact of their efforts for ages. We need it to optimize what we do, we need it to learn what to stick to, and we also need it cause management wants to see how we're progressing, or rather IF we are (happens to the best of us), how marketing activities are...
What's the right budget for your B2B PPC activities? Let’s cut to the chase, PPC campaigns are not the right choice of lead generation for every company at every stage or budget. The right time is when you’ve got a plan, process, technology, people and budget in place for every stage of the funnel.
Lead generation costs have sky-rocketed ever since we started calculating PPC benchmarks for cybersecurity in 2019. In fact, the costly curve is the reason we started with the benchmarks. They became a sanity to check for ourselves… and our clients.
The most common "buyer persona" I have is the CISO. But I don't hang out with CISOs. Most marketers don't. We hang out with other marketers and complain about sales teams. Obviously 😉
Here’s an unpopular opinion you didn’t ask for: content is the lifeblood of any successful B2B PPC campaign. Without quality content, your campaigns fall flat, your audience disengages, and your conversion rates plummet. It’s a grim scenario that no marketer wants to face. And yet so many do…
It’s a huge task to compete against ~ 3,500 other companies on a daily basis–but that’s precisely what’s happening in the cybersec space. It almost doesn’t matter how many grand campaigns you’re planning, the competition for attention is immense and only those vendors who dare to stand out get noticed. This is exactly why your...
We know Account Based Marketing (ABM) works, and studies back it up–companies are observing 84% pipeline growth and 77% revenue growth. But the harsh truth is, some ABM campaigns still fail and they do so spectacularly. Worry not, as we might know how to avoid it, and set you up for success.
If your sales cycle is longer than 6 months with multiple buyer groups involved, or if your ACV is pretty high but there aren't THAT many opportunities on the market, ABM is for you. And what better place to orchestrate your ABM motion than on HubSpot?
Gone are the days of spray-and-pray marketing tactics. B2B audiences are now more discerning, more informed, and frankly, less tolerant of the generic wares of yesteryear. Account based marketing strategy is your tailored response—a direct and personalized approach to winning over prospects. What’s more, it's tried and tested...
If your brand messaging process is taking you ~6 months from ideation to rollout across all your marketing and sales assets, stop right now. Your market will have changed by the time you get out of the door. There’s a much quicker and more effective way to do this. Read on.
