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Microsoft Clarity Updates and Privacy Changes: What B2B Marketers Need to Know

Website Development, Websites /

Big changes are coming to website analytics, and B2B marketers need to be prepared. Microsoft Clarity, the free tool many marketers use to understand website visitor behavior, will begin enforcing consent signal requirements on October 31, 2025. These changes bring Clarity in line with industry-standard privacy practices, such as Google Consent Mode, and will affect how data is collected, used, and reported.  For B2B marketers, this means adjusting your analytics strategy to ensure you continue receiving actionable insights while staying compliant with privacy regulations. The expert digital marketing team at Stifel Marcin is here to help. Explore our analytics and reporting services to see how we help B2B teams build data-driven strategies. What the Update Means for Your Data The update emphasizes explicit user consent. Previously, some analytics tools could operate under implied consent, but now users must actively opt in for tracking. Without consent, the following metrics will be affected: Individual heatmaps and single-page session recordings remain available, but key insights, like rage clicks, navigation paths, and multi-step drop-offs, may no longer be fully visible.  If you rely on Clarity for lead tracking and funnel analysis, now is the time to prepare. Our team can help audit your analytics tools to ensure you are still capturing meaningful insights. Reach out and let’s talk. Why This Matters for B2B Marketers For B2B websites, where sales cycles are often longer and customer journeys are more complex, these changes have real strategic implications: Ignoring these changes could lead to misinterpreted metrics, misallocated budgets, and lost opportunities to optimize conversion paths. Learn how our lead generation marketing services can help you continue filling your funnel even while adapting to evolving privacy rules. Privacy Updates and Consent Modes: The New Rules Consent modes have existed for years to respect visitor privacy while still allowing some level of analytics. What’s new is Microsoft Clarity’s enforcement of consent signals starting October 31, 2025. Key points for B2B marketers to understand: Partial tracking will make it harder to determine which channels, campaigns, or pages drive leads. Privacy-first analytics and first-party data collection are essential for maintaining insight into your website performance. How Our Agency Can Help You Navigate These Changes As your B2B marketing partner, we can help you adapt your analytics strategy to stay compliant while maintaining actionable insights: If you are looking for more ways to improve conversion rates, learn about our conversion rate optimization services to see how we combine analytics with UX best practices to drive measurable results. Don’t Wait to Adjust Your Strategy The Microsoft Clarity update and new privacy consent requirements will change how B2B marketers collect and use website data. Waiting until October 31, 2025, could leave your team scrambling to fix gaps in lead tracking, funnel analysis, and reporting.  We can help you prepare with customized solutions that align with your goals. From consent management integration to dashboards that focus on the metrics that matter, we’ll make sure you’re ready before the changes go live.  Contact us today or visit our analytics and reporting services page to get started. Stifel-Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition.  As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about updates to Microsoft Clarity or privacy-related best practices, contact us today.

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Understanding B2B SEO Search Engine Results and the Rise of SERP Features

SEM, SEO /

Search engine results (SERPs) have changed and so has the way B2B buyers engage with them. Instead of clicking through multiple links, users can now get answers instantly through AI overviews, “People Also Ask” sections, image packs, and other dynamic SERP features. For marketers, this means traditional SEO tactics may not be enough. To stay visible and competitive, your strategy needs to account for how, and where, your content appears within the search results. A strong B2B SEO search engine results strategy starts with understanding the modern SERP landscape. At Stifel Marcin, we help B2B brands optimize for visibility across today’s evolving SERPs. Explore our SEO and Answer Engine Optimization (AEO) services to learn more. Why SERPs Matter More Than Ever in B2B SEO Today’s B2B buyers are highly self-directed, conducting extensive research before ever filling out a form or speaking with sales. That journey often begins (and sometimes ends) with the search engine results. With AI-generated answers, featured snippets, and expandable content like “People Also Ask,” decision-makers can get the information they need without ever clicking through. For B2B marketers, that shift means visibility depends on more than just ranking. It’s about owning space within modern SERP features. Our agency helps clients build SEO and SERP feature strategies that increase brand authority, deliver value early in the funnel, and drive measurable engagement, even in a zero-click environment. What are Some Key Modern SERP Features? Search engines are no longer delivering simple lists of links. They are delivering layered, dynamic results designed to answer user intent instantly. Knowing what SERP features exist, and how to appear in them, is critical to building a strong B2B SEO search engine results strategy. Our infographic outlines some of the most prominent features shaping the current search experience. Here is a closer look at the ones that matter most for B2B visibility: Building a SERP Feature Strategy for B2B Brands With many ways to appear in search engine results, B2B marketers need more than traditional SEO; they need a clear strategy for capturing high-value placement across today’s SERPs. Some of the most effective strategies include: Of course, every B2B business is unique. Your industry, audience, and offerings influence how and where you should appear. That is where our team comes in. We help brands develop SERP feature strategies that drive awareness, trust, and engagement, without guessing or overextending internal resources. Reach out to discuss your SEO needs. Why Ignoring SERP Features Hurts Long-Term Visibility Ranking well in organic search is still essential but it’s no longer the only metric that matters. Modern SERPs are filled with features that surface answers, visuals, and brand content before users click. Overlooking these placements can mean missing out on visibility where your audience is actively engaging. With the rise of AI-generated overviews and zero-click results, marketers need to think beyond blue links. Securing a presence in SERP features reinforces brand authority and increases the chance of early-funnel discovery, often before a user even lands on your site. We work alongside B2B marketers to strengthen SEO strategies with structured, feature-focused approaches that align with how search is evolving, helping you earn visibility where it matters most. Learn more about AEO and see how our experts can help you reach your goals. Frequently Asked Questions About SERP Features What’s the difference between SEO and AEO?SEO focuses on improving rankings and traffic, while AEO is about structuring content so search engines and AI tools can extract and present answers, often directly in SERP features. A successful B2B strategy often blends both. Review our chart that details the differences. How do I know which SERP features my branding is already showing up in?Martech tools can help you track this. Our agency also performs in-depth SEO audits to assess your current SERP visibility and pinpoint where opportunities exist for richer placement. Are SERP features mostly relevant for consumer brands?Not at all. B2B buyers often rely on trusted, quick-access information during their research process. Features like Featured Snippets and Video Carousels can significantly influence consideration and credibility in B2B markets. What is involved in working with your agency on SEO and AEO?We start a discovery session to understand your goals, then conduct a technical and content audit. From there, we build a custom strategy that aligns with your audience, industry, and visibility goals, while delivering on-going support, content creation, and optimization to earn placement across SERPs. Learn more about our process. How long does it take to see results from a SERP feature strategy?That depends on your starting point, competition, and how much existing content can be optimized. We will help set realistic expectations and track performance along the way. Seize the Opportunity for B2B Search Visibility Today’s search is about more than rankings; it’s about recognition, relevance, and reaching buyers where decisions start. As SERP features continue to evolve, marketers need strategies built not just for keywords, but for placement across the entire search experience. Partnering with B2B SEO experts like Stifel Marcin can help you make sense of this complexity. From technical optimization to content strategies aligned with answer engine optimization, we work with clients to improve visibility and drive engagement across the funnel. Contact us today and talk about how your brand can earn more valuable space in search results. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about SEO and answer engine optimization, or are searching for B2B

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Eliminate Digital Waste, Elevate B2B Marketing Performance

Marketing Campaigns /

At Stifel Marcin, we work with clients to develop marketing strategies that are aligned with their goals and built to perform. Whether fine-tuning an existing plan or creating one from the ground up, our focus is always on maximizing ROI, so that every effort supports growth. But even strong campaigns can have hidden inefficiencies – or digital waste. These are often untracked, underperforming areas that quietly drain budgets and cloud performance insights. From misaligned ad targeting to unused assets, digital waste can be hard to spot, but its impact adds up. That’s why we dig deep into analytics, channel strategies, and asset utilization to eliminate what’s not working and amplify what is. If your marketing ROI isn’t where it should be, it may be time to take a closer look. Knowing where digital waste hides is the first step towards optimizing your investment. Our team of B2B marketing experts can help. The Cost of Digital Waste Digital waste is more than a missed opportunity; it’s a real expense that quietly chips away at marketing ROI. When budgets are spent on ineffective ads, underused platforms, or unseen content, the losses can be significant. Because the waste is often hidden, it can persist for months, even years, without detection. For B2B companies, the impact can extend beyond marketing. It can slow the sales pipeline, throw off forecasts, and stifle growth. Whether it’s low engagement from misaligned campaigns or time lost on unqualified leads, the result is the same: fewer results for more spend. With a strategic, data-driven approach from B2B marketing experts like Stifel Marcin, you can bring clarity to what’s working, what’s not, and where your resources can deliver the greatest impact. Explore our solutions. Common Sources of Digital Waste in B2B Marketing Digital waste often hides in the platforms, campaigns, and tools used every day. That’s why we proactively help clients streamline their marketing efforts, refocusing budgets and energy on what truly drives performance. Here are some common sources of digital waste we see, and how we address them: 1. Low-Quality or Poorly Targeted Ad Impressions The Issue: Ads that reach the wrong audience, or no one at all, waste both budget and opportunity. Our Approach: We develop targeting strategies aligned with ideal buyer profiles, using precision filters and platform-specific insights to reach decision-makers who matter most. 2. Duplicate or Unoptimized Martech Tools The Issue: A bloated marketing technology stack can lead to inefficiencies and data silos.Our Approach: We audit and streamline your marketing platforms to help ensure seamless integration, valuable insights, and support for your unique goals without unnecessary overlap. 3. Unused or Redundant Content Assets The Issue: Valuable content that isn’t fully leveraged is a missed opportunity.Our Approach: We conduct content audits to identify underutilized assets, repurpose top performers, and create a strategy for evergreen content across multiple channels. 4. Tracking Vanity Metrics Instead of Meaningful KPIs The Issue: Metrics such as likes and impressions don’t always reflect business outcomes.Our Approach: We shift the focus to outcome-based KPIs like conversion rates, lead quality and engagement, so reporting reflects meaningful business results. 5. Poor Data Hygiene The Issue: Outdated or inaccurate email lists, CRM clutter, and duplicate records reduce campaign effectiveness and targeting.Our Approach: We assist with database audits, list segmentation, and cleanup processes to improve accuracy, deliverability, and more precise targeting. By identifying and addressing these pitfalls, we help clients reduce digital waste, sharpen performance, and get more from every dollar. Let’s talk about how we can help refine your strategy. Tracking Success and Reinvesting in What Works Once digital waste is addressed, it is essential to measure the impact and continue optimizing. At Stifel Marcin, we help our clients track and refine performance with a focus on long-term success, focusing on key metrics like: We then help clients reinvest saved resources into higher-performing strategies that drive greater ROI. That might mean reallocating budgets to high-conversion channels, scaling campaigns that deliver top-quality leads, or doubling down on proven creative. We also amplify value by repurposing high-performing content across touchpoints, extending its reach and impact on different touchpoints. And because collaboration drives efficiency, we work closely with sales and customer services teams to align strategies with real audience needs. By continuously refining campaigns and reallocating resources, we help your marketing investment stay focused, efficient and effective. Partner with a Team That Delivers Results-Driven Marketing A leaner, smarter marketing strategy isn’t just more efficient, it’s essential. By uncovering hidden waste and reinvesting in what works, your brand can maximize impact without increasing spend. Our team builds high-performing digital ecosystems that drive real ROI. Whether you need a full audit or help fine-tuning specific tactics, we are ready to support you. Reach out today to discuss how we can reduce your digital waste and power up your marketing. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about reducing digital waste, contact us today.

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Maximize Sales Impact with a Smarter B2B Social Selling Strategy

Social & Video, Social Media /

According to LinkedIn, 78% of social sellers outsell peers who don’t use social media – a stat that continues to hold true in today’s buyer-first environment. But what exactly is B2B social selling, and how does it differ from social media marketing? At its core, B2B social selling is all about building relationships through digital engagement. Rather than using social media to solely promote a product or service, sales professionals use platforms to connect with prospects, share helpful content, and foster genuine conversation that builds trust over time. Social selling, by design, is meant to feel personal and sincere. How B2B Social Selling Differs from Social Media Marketing While often confused with social media marketing, B2B social selling is more personalized and relationship driven. Instead of broadcasting from a company account, sales reps and leadership teams leverage their personal profiles to build connections, engage with industry peers, and offer value to potential clients. B2B social selling is sales-focused, driven by one-to-one interactions and thought leadership from individuals. Social media marketing is typically brand led, aimed at boosting reach, engagement, and awareness. For our agency’s clients, the goal of B2B social selling is visibility, development of long-term relationships and trust building. Here’s why it matters: These stats reinforce the importance of B2B social selling as part of a larger sales and marketing strategy. It’s not just about being visible; it’s about being strategically visible in the right places. If you need help developing a B2B marketing strategy, our full-service B2B marketing agency team is ready to help. LinkedIn: The MVP of B2B Social Selling Tools When it comes to the business-to-business space, LinkedIn® stands out with its detailed professional data and robust information. While omni-channel B2B social selling can and should take place across multiple channels, LinkedIn itself is designed directly for business networking. As a sales professional, if you’re leaning into B2B social selling, LinkedIn is the #1 platform to focus on. An added bonus: LinkedIn provides a quantifiable way to measure the effectiveness of your B2B social selling efforts – the Social Selling Index (SSI). SSI measures performance across four key areas: 1. Establishing a Professional Brand 2. Finding the Right People 3. Engaging with Insights 4. Building Relationships     LinkedIn data shows that sellers with a high SSI are 51% more likely to hit their quote than their peers. Practical B2B Social Selling Tips to Start Using Today In addition to the insights listed, here are some B2B social selling tips to take your efforts to the next level: Always remember, it’s about your prospect, not your pitch. Listen more than you talk. Respond with insights, not just offers. Make your prospect feel seen and understood, and you can stand out from the noise. Let’s Power Up Your Social Marketing Strategy With 84% of B2B decision-makers turning to social media during their purchasing journey, ignoring social selling is no longer an option. It is one of the most cost-effective, relationship-focused tools in your sales and marketing toolkit. Find more resources about optimizing your strategy with our blog posts on: Whether you are building a full scale social strategy, need help choosing the right B2B social selling tools, or want expert guidance on engaging your audience at scale, the Stifel Marcin team is here to help. Contact us and a member of our team will be in touch shortly. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about B2B social selling strategies or are searching for B2B marketing resources, contact us today.

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Seven Key B2B Lead Generation Strategies That Work

Lead Gen Tactics /

Lead generation is essential for the success of any B2B business, but attracting the right high-quality leads can be a challenge. With so many channels, strategies, and technologies available, it can be easy to feel overwhelmed by the possibilities. The key is to focus on the B2B lead generation strategies that work – strategies that have been proven to deliver results and help you generate leads that are not only plentiful but also highly qualified. Whether you are looking to enhance your current efforts or refine your approach to lead generation, the actionable tactics our experts explore below can help you achieve sustained growth and improve your bottom line. Effective Strategies for B2B Lead Generation B2B companies face longer sales cycles, complex decision-making, and highly specific buyer personas, which means they need a strategic approach to attract, nurture, and convert prospects into customers. At Stifel Marcin, the following strategies help businesses create a scalable lead stream that fuels long-term growth. 1. Account-Based Marketing (ABM) ABM focuses on identifying high-value target accounts and creating strategic campaigns designed to engage and convert them. Rather than using a broad volume-based approach, ABM takes a  more precise, data-driven strategy, diving deep into target profiles, cross-department priorities, and key insights. Key ABM tactics may include: Personalized Outreach: Crafting tailored messaging and campaigns for individual accounts based on the industry, pain points, and business goals. Custom Content: Creating unique case studies, whitepapers, and presentations that address the challenges of target accounts. Multi-Channel Engagement: Leveraging email, LinkedIn, targeted ads, and direct mail to connect with decision-makers across multiple touchpoints. Learn more our approach to account-based marketing and view client success stories. 2. Content Marketing Creating valuable, educational content is one of the most effective ways to attract and nurture B2B leads. Instead of pushing a sales message, content marketing provides prospects with the insights, solutions, and industry knowledge they need to make informed decisions. By addressing common pain points and offering expert guidance, businesses can build trust and position themselves as a go-to resource. Some of the best performing content types for B2B lead generation include: Case Studies: Real-world examples that showcase how your product or service has solved a specific problem. Blog Posts: Informative and actionable articles that answer common questions and provide value to your audience. Interested in B2B marketing tips? Check out resources from our experts. Whitepapers and Industry Reports: In-depth research and data-driven insights that establish thought leadership. While content marketing works hand-in-hand with search engine optimization to drive organic traffic, its impact goes beyond search rankings. High-quality content fuels email campaigns, social media engagement, and lead nurturing workflows, ensuring prospects stay engaged throughout the buying process. Explore our content marketing services and learn how this B2B lead generation strategy can drive results. 3. Conversion Rate Optimization (CRO) Driving traffic to your website is only part of the lead generation equation – turning traffic into leads is where conversion rate optimization begins. CRO focuses on refining website elements, landing pages, and forms to maximize the number of visitors who act, whether it is filling out a contact form or requesting a demo. Even small improvements to user experience (UX), messaging, or design can have a significant impact on lead generation. Common CRO tactics include: A/B Testing: Experimenting with different headlines, CTAs, and layouts to determine what resonates most with visitors. Optimized Forms: Reducing friction by simplifying lead capture forms and only asking for essential information. Clear Calls-to-Action: Ensuring CTAs are easy to find, persuasive, and aligned with user intent. By continuously analyzing user behavior and making data-driven optimizations, business can increase the percentage of visitors who convert into leads. Learn how our team’s specialized B2B knowledge can help optimize your CRO strategy and help you meet your lead generation goals. 4. Email Campaigns Email remains one of the most effective and highest-ROI channels for B2B lead generation. With direct access to decision-makers, businesses can nurture leads over time, provide valuable insights, and guide prospects through the sales funnel. A well-executed email marketing strategy keeps your brand top of mind while delivering relevant content that moves potential customers closer to conversion. To maximize results, our email marketing experts consider: List Segmentation: Grouping contacts based on industry, job role, engagement level, or stage in the buyer’s journey ensures more targeted and relevant messaging. Personalized Outreach: Using recipient names, referencing past interactions, and tailoring content to their specific needs increases engagement. Timely Delivery: Drip campaigns and triggered emails keep prospects engaged by ensuring timely, relevant content based on their behavior. Our experienced team of B2B marketing experts know that standing out in a reader’s inbox takes more than a clever subject line. Get more email marketing tips for lead generation from our content experts and explore the benefits of email for B2B brands. 5. PPC & Remarketing Paid advertising (PPC) is a powerful tool for driving highly qualified B2B leads by targeting decision-makers with precision. Platforms like Google Ads and LinkedIn Ads allow businesses to reach prospects based on search intent, job title, industry, and company size. With well-crafted ad copy and strategic bidding, PPC campaigns can generate immediate traffic and capture leads from professionals actively searching for solutions. Remarketing ads play a crucial role in re-engaging website visitors who did not convert on their first visit. By tracking user behavior and displaying targeted ads across websites, social media, and search engines, businesses can stay top of mind and encourage prospects to return. Remarketing strategies can include: Personalized Display Ads: Showing relevant products, services, or content based on pages a visitor previously viewed. Lead Magnet Offers: Encouraging return visits by promoting gated content, such as webinars or whitepapers. Time-Sensitive Promotions: Using limited-time offers or discounts to create urgent and drive conversions. With a combination of precise targeting, compelling ad creative, and continuous optimization, PPC and remarketing ads can help B2B companies maximize their marketing spend and convert more prospects into leads. Talk to our digital marketing experts about PPC services designed to strategically meet your needs. 6.

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The Last Google Core Algorithm Update of 2024: What to Expect

SEO /

What is a Core Update? Several times a year, Google makes significant changes to its search algorithms and systems, referred to as core updates. These updates aim to improve the quality and relevance of search engine results for users. Unlike updates that target specific issues, core updates are comprehensive and can impact search rankings across a wide range of websites. The primary goal is to ensure that Google delivers helpful and reliable results by reassessing how content is evaluated and ranked. This involves refining algorithms to better understand user intent and content quality. However, it can lead to noticeable changes in rankings – some websites may experience drops in positions, while others may see improvements. The November Google Core Algorithm Update was recently released and will impact search results throughout December and beyond. Expected Changes This core update targets all types of content, as it is a global update impacting all regions and languages. It is not a penalty but rather aims to promote or reward pages with high-quality content. During this process, expect high volatility in search results. The Business & Industrial category, which includes B2B companies, is experiencing significant fluctuations. There are currently no specific details about the update, but Google suggests that those negatively impacted focus on improving the quality of their content. This volatility has already been noticed with AI overviews and organic search. Any changes in Google’s algorithms will impact this search feature, which was launched in May 2024 and expanded to over 100 countries in October 2024. One continuing trend is the overlap between organic content and AI overview citations. High-ranking organic content has a strong chance of becoming a citation in AI overviews, a trend that suggests that Google is increasingly aligning citations with its organic search algorithms. This highlights the necessity for websites to optimize their content for this new feature, which is here to stay. Our experienced B2B digital marketing team specializes in optimizing websites to maximize their impact in the ever-evolving digital landscape. We can help you fine-tune your website for AI overviews, ensuring your content aligns with Google’s latest search algorithms and AI-driven features. By leveraging our expertise, you can increase your site’s visibility, improve organic search rankings, and ensure your content is well-positioned to appear as citations within AI overviews. Whether it’s content optimization, technical SEO, or tailoring your messaging to meet user intent, our team is ready to help your business stay ahead of the curve and drive meaningful traffic and engagement. Reach out and let’s discuss your needs. What to Do After the Core Update is Complete? When the update is complete, it is time to assess the impact and respond strategically by adapting to any shifts. Monitoring website performance, noting any significant changes in SERPS, and reviewing available competitor data can help you refine your strategy to stay at the top of search engine results. As the final major update of the year, Google’s November 2024 Core Update highlights the ever-changing landscape of digital marketing. With AIO shaping search trends, it is essential to adapt and refine strategies for 2025. Leverage the Expertise of Our Digital Marketing Experts Stifel Marcin’s team of digital marketing experts is well-equipped to help your team navigate these changes and help your business maintain its online visibility. We can conduct a thorough analysis of your website, identify areas for improvement, and implement strategies to optimize your content for better search engine rankings. Prepare for the new year by contacting our search engine marketing team and put our expertise to work for you. Read more from our experts about SEO optimization strategies:• How to Improve Your SEO Ranking on Google: 6 Tips• The Benefits of an SEO Audit• The Importance of Long Tail SEO Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about the recent Google core algorithm update, are in need of search engine marketing services, or are searching for B2B marketing resources, let’s talk.

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What is Google Consent Mode?

SEO /

When visiting websites, you have likely noticed alerts similar to the one below asking users for permission to collect and process their data: Google Consent Mode (GCM) is a powerful tool that enables marketers to comply with stringent data privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) while continuing to collect valuable user data. When a Google Consent Mode banner gives users the options to “accept all,” “reject” or “customize,” it indicates that the business is respecting their privacy and giving them control over how their data is used: • “Accept All” allows the website to collect all necessary data to provide a full range of features and personalized experiences. The potential privacy trade-off: by accepting all cookies, the user may be sharing more personal information than necessary.• “Reject All” minimizes data collection to the absolute minimum required for a website to function, and users may experience some limited functionality with reduced features or personalization options.• “Customize” allows users to choose which specific categories of cookies and trackers to allow or block and provides a personalized experience to their preferences, ensuring only necessary data is collected. By providing these options, businesses can balance data collection needs with user privacy, ensuring a transparent and user-centric approach to digital marketing.  Why Should B2B Marketers Care About GCM? As data privacy regulations tighten and user experiences evolve, understanding and implementing GCM is crucial. It directly impacts a marketer’s ability to collect important user data, personalize marketing efforts, and measure campaign performance. By implementing GCM on your website, B2B marketers can: • Avoid large fines and legal repercussions by adhering to data privacy laws. • Protect brand reputation and maintain trust with customers.• Improve user satisfaction and loyalty by respecting privacy preferences.• Collect accurate and reliable data by ensuring it’s obtained with explicit consent.• Make data-driven decisions to optimize marketing campaigns and improve ROI.• Personalize marketing messages and tailor content to individual user preferences. Important Note: As of March 2024, Google Consent Mode is no longer optional for any website that uses Google services and wants to continue using ad personalization features and collecting user data in the European Economic Area. It’s imperative for marketers to implement GCM to adhere to privacy regulations and avoid potential penalties and reputational damage. Our experienced B2B digital marketing team can help you navigate Google Consent Mode and any website development efforts by providing expert guidance, technical implementation, and ongoing optimization to ensure compliance, enhance user experience, and maximize marketing effectiveness.  Reach out today to discuss your specific website needs. Selecting a Version: Google Consent Mode Basic vs. Advanced GCM is offered in two versions: basic and advanced. Each version provides different levels of control and customization over how Google tags and cookies behave based on user consent. Basic Consent Mode is a simpler option that is easier to implement and configure. It offers basic control over tag and cookie behavior, with tags loading only after user consent is obtained. While this approach can help with basic data collection, it may limit the depth of insights and personalization capabilities due to delayed tag loading and basic data modeling techniques. Advanced Consent Mode provides greater flexibility and control over tag and cookie behavior. While it requires more technical expertise to implement and configure, it offers immediate tag loading and advanced data modeling techniques. This enables more accurate data analysis and personalized experiences, even when users have limited consent. It is important to note that this increased complexity may require more time and resources to set up and maintain. The digital marketing experts at Stifel Marcin can help you weigh the pros and cons of Google Consent Mode basic versus advanced and implement the optimal solution for your business goals and user experience. Potential Consequences of Non-Compliance The importance of correctly implementing Google Consent Mode cannot be understated. If a website does not include privacy functionalities like GCM, it risks several consequences: 1. Non-Compliance with Data Privacy Regulations: Failing to comply with GDPR, CCPA, and other privacy data laws can lead to hefty fines, legal repercussions, and damage to the website’s reputation.2. Reduced Data Accuracy and Insights: Without proper consent management, the website may collect inaccurate or incomplete data, hindering its ability to make data-driven decisions and optimize marketing efforts.3. Limited Marketing Effectiveness: Incomplete or inaccurate data can lead to less effective targeting, personalization, and measurement of marketing campaigns, ultimately impacting the website’s ROI.4. Damaged User Experience: Users may perceive the website as untrustworthy if it collects data without explicit consent, leading to a negative user experience and potential loss of visitors.5. Potential Impact of Google Services: Google may limit the effectiveness of its services, such as Google Ads and Google Analytics, for websites that do not comply with privacy regulations and implement proper consent mechanisms. If you or members of your marketing team are asking “what is Google Consent Mode and do we really need it,” that answer is a resounding yes. It’s imperative to prioritize data privacy and implement robust consent management practices to both safeguard your business and protect your users. Our team is here to assist you in navigating the complexities of GCM and can help you create optimal digital experiences that inspire user trust while safely collecting data that helps inform marketing campaigns, generate leads, and grow brands. Leverage Our B2B Digital Marketing Expertise Understanding web privacy and data compliance is crucial for any business looking to succeed in the digital landscape. If you are asking specific questions like “what is Google Consent Mode,” our B2B marketing team wants to talk to you. With our expertise in digital marketing strategy, data analytics, and compliance best practices, we can help you achieve your specific goals while ensuring your business is protected and thriving. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication

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SEO Glossary of Terms: Decode the Search Engine Optimization Language

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Search engine optimization, more commonly known as SEO, has evolved rapidly, incorporating AI and complex algorithms. With updates constantly reshaping the landscape, it can be challenging for B2B marketers to keep up with SEO terminology. To help you stay informed and navigate its complexities, the expert team at Stifel Marcin has created a comprehensive SEO glossary of terms. Whether you are a seasoned pro or a beginner in SEO, we hope this resource becomes your go-to guide for understanding SEO vocabulary and concepts that power successful campaigns. SEO Terminology A-Z If you need to brush up on your SEO vocabulary, our SEO glossary of terms provides clear and concise definitions for common terms. If you have questions about search engine optimization, reach out to our team. With years of experience and a deep understanding of search engine algorithms, we can help you unlock the full potential of your online presence. A • Accelerated Mobile Pages (AMP): AMP is a simplified form of HTML aimed at speeding up the browsing experience for mobile users.• AI Content Optimization (AIO): The process of tailoring your digital content to ensure it is accurately understood, indexed, and utilized by AI-powered platforms. • Algorithm: A complex set of rules used by search engines to rank websites in the search results.• Alt Text (Alternative Text): Descriptive text for images to help search engines understand the content of images.• Answer Engine Optimization (AEO): The process of optimizing your online content to provide clear and accurate answers to specific questions users ask in search engines.• Application Programming Interface (API): An API enables the development of applications by providing access to the functions or data of another service, such as an operating system or application.• Anchor Text: This refers to the clickable text used to link to other pages.• Artificial Intelligence: The simulation of human intelligence by machines. In SEO, AI analyzes data, predicts trends, and researches improving search engine algorithms and enhancing search results with no-click insights.• Auto-Generated Content: Content produced automatically by programs rather than written by humans. B • Backlink: A link from one website to another, which can improve a site’s authority and ranking.• Bing Webmaster Tools: A free service provided by Microsoft that assists in monitoring and troubleshooting your website’s visibility in Bing’s search results.• Black Hat: These are search engine optimization techniques that breach Google’s quality standards. Black hat techniques can result in your website being penalized.• Bots: Also called “crawlers” or “spiders,” these are programs that browse the Internet to locate content.• Bounce Rate: The percentage of visitors who leave a site after viewing only one page.• Breadcrumb Navigation: Internal links that provide users and search engines with a clear path to navigate through your website.• Broken Link: A hyperlink on a webpage that leads to a non-existent or “dead” resource, which can be either internal or external. This is sometimes indicated with a “404 Page Not Found” error message. C • Cached Page: A version of a webpage that Google saves on its servers during its most recent visit.• Canonical Tag: The (rel=”canonical”) HTML code snippet specifies the primary version of duplicate, near duplicate and similar pages.• Canonical URL:  The preferred URL for a page, used to avoid duplicate content issues.• Click-Through Rate (CTR): The ratio of users who click on a link to the number of total users who view a page or ad.• Content Management System (CMS): Software used to create and manage digital content.• Content Marketing: Creating valuable content to attract and retain an audience.• Conversion Rate Optimization (CRO): Improving the percentage of website visitors who complete a desired action.• Core Web Vitals: Metrics that are part of Google’s Page Experience signals, used to evaluate user experience.• Crawlability: The capability of a search engine to access content on a webpage.• Crawler: An internet program designed to systematically browse the internet, primarily used by search engines to discover, process, and index pages for search results.• Customer Journey: A detailed mapping of the steps a consumer takes from their initial awareness of a brand to purchasing a product or service, and their experiences thereafter. D • Dofollow Link: A link that passes on PageRank, often referred to as a “followed” link.• Domain Authority (DA): A metric developed by Moz that predicts how well a website will rank on search engines.• Duplicate Content: Content that appears in more than one place on the internet, which can harm SEO performance. E • E-A-T: Stands for Expertise, Authoritativeness, and Trustworthiness, factors used by Google to evaluate the quality of content.• Entry Page: The initial page a visitor lands on when they visit your website.• Evergreen Content: Content that remains relevant and does not become outdated.• External Link: A link from your website to a different website. F • Featured Snippet: A summary of an answer to a user’s query, which is displayed on top of Google’s search results.• Footer Link: Links that are placed in the footer section of a webpage. G • Google Analytics: A web-based service offered by Google that measures website traffic and performance based on an analysis of data and statistics.• Googlebot: Web crawler that drives Google’s search engine.• Google Business Profile: A free business listing provided by Google that appears in maps and web search results and allows a company to claim/create a profile, and update the profile with information including hours, links, and photos.• Google Consent Mode: A feature that allows websites to adjust how Google tags behave based on user consent. It enables websites to respect users’ privacy choices regarding cookies while still measuring key metrics and optimizing performance.• Google Search Console: A web service by Google which allows webmasters to check indexing status and optimize visibility of their websites. H • Heading Tags (H1-H6):  HTML tags used to define headings on a webpage.• Hreflang: An HTML attribute used to inform Google about different language and regional versions of a webpage.• HTTPS: A secure version of HTTP that encrypts communications between your browser and the server, working

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TikTok Marketing Strategy: Do You Need It For Your Business?

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With more than 1.2 billion daily users, TikTok has become a social media phenomenon. Self-described as the leading destination for “short-form mobile video,” a significant 47 percent of its users are under 30 (with nearly 25 percent under the age of 20). Its popularity is prompting companies to ask if they should position their brands with this audience. Unlike other social platforms, TikTok’s algorithm rewards its content first (instead of building a follower base and having only a fraction served your content). Since you do not need to have followers for your content to be seen, this gives brands a big opportunity to get their “tiktoks” in front of their target audience. If you are looking for a way to increase brand awareness and engagement, while also building a loyal following within a young audience segment, TikTok might be right for your brand. But like any social platform, it is critical to have the right knowledge and right strategy in place. Is TikTok Right for B2B Marketing? The truth is, there is no definitive “yes or no” answer to this question. Just like any social platform, it is critical to have the right knowledge and strategy in place. Organizations and marketers should be asking key questions regarding goals and objectives they wish to achieve, and develop a marketing strategy to support them. Here are some things to consider: • Who is your target audience? Do you see potential overlap with the TikTok demographics? • Authenticity and creativity lead the way on TikTok, versus scripted or polished video content. Is your brand comfortable thinking “outside your current creative box?” Videos on TikTok are meant to be entertaining, engaging and personal. Do you/your marketing team have the bandwidth to create such content? • People rule over brands, meaning individuals producing content tend to be more popular than actual brand accounts. Many companies are finding success with TikTok by partnering with influencers or participating in hashtag challenges. • Do you have a brand standard or persona? Brands who lean more “traditional” or employ a more serious tone of voice may have more of a challenge embracing TikTok’s quirkier content. • The TikTok algorithm rewards those posting multiple times a day. This can be a challenge for many brands who may already be struggling to create relevant content just 1-3 times weekly. • Look at your current content on your other social channels. What is resonating with your audience? Do you have a blog? You may be in a good position to creatively repurpose that content into “snackable,” entertaining bits for TikTok. Think short and sweet, videos less than 60 seconds are favored. Advertising on TikTok TikTok provides five options for advertising, including sponsoring a branded hashtag challenge and in-feed video ads. Within their ad manager (you must register and create an account), you can select audience targets or create custom audiences. Advertising costs on TikTok typically start at around $10 per CPM (cost per 1,000 impressions), with a minimum campaign spend of $500. High-impact format ads like TopView ads can be significantly more expensive, with costs varying depending on targeting, format, duration and competition. We recommend you check with TikTok for current pricing on premium ad formats. You will recall that the majority of TikTok users are Millennials and Generation Z, so consider this before investing if your demographics do not align. The Long and Short of It It is important to note that just because a social media platform is popular, it does not necessarily mean it is right for your business. For manufacturing and tech companies, many of which have limited marketing resources, platforms like LinkedIn and Twitter may make more sense. Remember that social media requires strategy and commitment to quality content. If you have limited bandwidth, choose a platform or two to start, and serve those audiences first. TikTok is likely here to stay, which means you can watch, learn, and research if the platform is right for your organization. Power Up Your Social Strategy If you’re looking for a B2B marketing agency partner who can help you with your TikTok marketing strategy and/or social media strategy, contact us today. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Learn more about our social media marketing services and let’s talk.

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Trade Shows in B2B Marketing: Marketing Beyond the Show Floor

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In recent years, some B2B companies have found it harder to justify the high cost of attending multiple tradeshows. However, live contact with prospects and customers––outside of the standard sales call––is still a valuable marketing tool. At Stifel Marcin, we regularly work with B2B companies on the marketing strategy for trade shows. We can help to evaluate your show program, as well as assist in taking your face-to-face marketing beyond the trade show to build rapport and value with your audience. Trade Show Value in the B2B Marketing Mix Is the role of trade shows within the B2B marketing mix on the decline? The answer remains nuanced with data ranging by industry. Recent data shows a strong resurgence in sectors like technology, healthcare, and entertainment, while industries such as heavy manufacturing and construction continue to see lower attendance compared to pre-pandemic levels. Real-time feedback from marketing managers in manufacturing and industrial sectors indicates that many B2B companies are reassessing their trade show strategies, weighing increasing costs and mixed lead quality against potential networking benefits. While some events are experiencing growth, the increasing scrutiny of ROI and evolving digital marketing alternatives are influencing how businesses allocate their marketing resources. Let’s face it; exhibiting at a trade show is a hefty investment. Costs include booth space, your exhibit and graphics, freight and drayage, on-site labor, utilities and services, travel, lodging, meals, entertainment, and the time commitment of vital staff. With this range of expenses, even a small regional show can cost a company tens of thousands of dollars and weeks of valuable time. And while in-person customer face time is essential, if enough leads aren’t being generated by show participation, the high costs and resource commitments are hard to justify. So, what are B2B industrial marketers to do? Here are some tips and tactics from our trade show agency experts. Analyze Carefully and Choose Wisely The first step is to analyze your trade show performance in detail. Some questions to ask are: What were the overall costs and their breakdown? Did we get quality leads? Can we follow-up quickly and effectively? How many of the leads proved convertible into actual sales? And what was the cost per lead? Plus, trade show exhibitions are also valuable for brand awareness, so consider if overall show attendance and traffic generated enough brand exposure. Use in-depth analysis to edit your tradeshow schedule. Select shows with high-quality leads, optimum cost per lead, and high brand engagement. Depending on your industry, company size, market share, and business goals, this may result in attending just one or two critical shows per year. Finally, analyze your exhibit and staffing requirements. Are there ways to maximize branding and audience impact, while reducing costs and resources required? Consider things such as: All of these factors can help you reduce costs at the tradeshows you have selected to attend as an exhibitor. Host Your Own Events So, you have analyzed your trade show schedule and have determined that you will exhibit at one major market show this year––a show that is still putting up good attendance figures and generating a high volume of good quality leads. Now you have a challenge. Your sales managers are concerned that cutting four regional shows from the schedule will reduce opportunities to get in front of your customers on a personal level, and they are right. One option? Host your own events. Building a program of customized events around select, high-quality target audiences can be very effective. Hosting customized company events such as lunch and learn sessions, customer-specific product launches and demonstrations (by invitation), specialized training classes, panel discussions, and industry seminars give you critical face time with customers and prospects while demonstrating your organization as a “thought leader.” Plus, hosting your own event gives you greater ability to control costs, resources, locations, and logistics. Most importantly, hosting also gives you greater control of attendance and lead quality––you’ll be personally marketing to and inviting the customers and prospects you want to see. Take Your Show on the Road A second option for replacing tradeshows is to take your custom presentation direct to the customer’s site. For example, companies are reporting great success with events such as “vendor days.” This is an event where a customer will provide space on site and host several vendors for the day, giving each vendor time for a brief presentation of their products and services. This type of cooperative event is a win-win for both host and invited suppliers concerning staffing, costs, and efficiency: the host company benefits by introducing their employees to key suppliers and new technologies, and the supplier team benefits from a day in front of key decision makers at every level. Plus, neither company must send large numbers of staff to a tradeshow for three days, at considerable cost, while critical work backs up at home. Our trade show marketing experts can help you develop the right tools to help you achieve your goals. Communicate and Promote for Success What if I hold an event and no one comes? Don’t let this happen! “If you build it, they will come” does not work in business or marketing. You have to tell your audience about your event and what benefits it will provide. And you have to tell them consistently, frequently, and in a variety of ways. While one can argue that the Internet and today’s digital marketing are factors in the decline of tradeshow participation and attendance, digital communications are wonderful for promoting events too. Online newsletters, email blasts, and social media are proven, practical ways to get the word out to your audience. What’s more, integrating digital media with traditional direct marketing, such as a personal letter or postcard campaign, can increase the reach and response to your event promotions. Finally, in developing the event itself, make sure it is well supported by knowledgeable staff, brand graphics, presentation materials and multimedia, and hospitality items. While these components do add costs, they will improve the audience’s experience

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