In today’s digital age, where data is the backbone of business operations, online privacy has emerged as a critical concern. With an ever-growing emphasis on data protection and compliance, businesses must prioritize safeguarding user information to maintain trust and mitigate risks. This holds true for B2B enterprises, where sensitive data exchange is common. The stakes...
Digital marketing has rapidly become a necessity to remain competitive in today’s manufacturing marketplace. With many B2B buyers turning to digital platforms to research, purchase, and engage with products and company leadership, manufacturers must take advantage of digital marketing strategies to reach potential customers and stay ahead of the competition. By utilizing the power of...
Today’s B2B audiences require highly-targeted information from highly-trusted sources to shape their perceptions. While content is all around us in multiple forms, in the competitive B2B space, a comprehensive content marketing strategy can help cut through the noise, reaching the right person at the right time with the right information. What is Content Marketing? B2B...
According to LinkedIn, “78% of outsell peers who don’t use social media.” A compelling statistic for sure, but you may be wondering exactly what is B2B social selling? Social selling is all about interacting and engaging. It means a person – not a brand – is establishing a dialogue with current contacts, potential customers,...
A company branding kit may just be the most important marketing asset your company produces. Thorough brand standard documentation not only helps to guide the direction of every piece of marketing, from ads to presentations to packaging, but it also informs your employees, vendors and partners about how to best present your look and voice...
In our vastly evolving digital world, exceptional organic SEO (search engine optimization) and its maintenance is more critical than ever, especially as digital advertising tools and strategies prepare for the demise of third-party tracking cookies. The implications of this change in data accessibility on digital advertising remains to be seen, but as marketers prepare for...
Is email marketing for B2B lead generation still a valuable use of time and budget? It’s a common question asked by many marketers, given that more than 306 billion emails are sent and received each day. With so much competition within users’ inboxes, it may feel daunting to get your message to stand out in...
As online consumer data protection and subsequent privacy regulations evolve, cookieless tracking will continue to impact the future of digital advertising. While browsers like Apple’s Safari® and Mozilla Firefox® have already limited third-party cookies, tracking restrictions will soon be implemented by Google Chrome®, the internet’s most widely used browser. Combine these players with other digital...
With Americans spending an average of 10+ hours a day logging screen time (4+ hours of that on a mobile device), savvy marketers have increased digital marketing tactics, serving their messages to prospective and current customers on those screens. As pay-per-click (PPC) advertising grows, your strategy not only needs compelling messages and stand-out visuals that...
If your business is thinking about outsourcing some or all of its marketing needs to an experienced agency like Stifel Marcin, you may have heard the term “marketing monthly retainer” and wondered if this type of agreement is right for you. Typically, businesses will enter a marketing retainer with an agency partner when considerations such...
If you’re on social media, you’ve likely seen comments in posts or ads in your feed touting the benefits of buying likes or followers on Facebook, Twitter, Instagram and other platforms. “Grow your following instantly!” “Get 1,000 real followers affordably!” As the old saying goes, if it sounds too good to be true, it probably...
The time may come when you consider outsourcing specific marketing needs to an experienced agency. As advertising and marketing become more complex, utilizing B2B marketing agency services, and establishing a relationship with trusted experts, can reap many benefits for your organization. With the rise of digital marketing, the growing sophistication of inbound and outbound content...
Whether it’s workload challenges or shifting day-to-day needs, many organizations struggle with how to effectively develop and implement marketing strategies. Choosing to outsource B2B marketing services to an experienced agency can be a wise investment. The right partner will work with you to craft a solution that meets your needs and budget, and most importantly,...
In 2021, a record number of Americans left their jobs – many noting that the pandemic prompted a self-evaluation of employment choices and a search for higher wages, increased flexibility/remote work, work-life balance, purpose-driven work, among other reasons. What does “the great resignation” mean for employers? It’s an opportunity to both refine your B2B recruitment...
As a marketer interested in increasing your ranking on search engine result pages (SERP), you may have heard the terms “short tail SEO” and “long tail SEO” (search engine optimization). With 70 percent of queries on search engines containing long tail keywords, lets explore why they should be a critical part of your SEO strategy....
With 84 percent of B2B decision-makers and buyers looking at social media during their purchasing journey, the importance of social media as part of an integrated and strategic marketing plan can’t be understated. Whether your organization is new to social media or is looking to improve engagement results and reach, here are five B2B social...
Geo-targeting for account based marketing (ABM) is a strategic and effective way for B2B organizations to focus marketing resources on key customer groups while generating leads from only the highest-value customers. In today’s changing business environment – without trade shows, conferences and in-person events – reaching high-value target prospects is critical. Reaching Customers Using Account-Based...
A recent statistic from Visible notes that “59 percent of B2B marketers say their top revenue channel is email.” Companies who have active email marketing campaigns, built using a smart B2B email marketing strategy, help to nurture existing leads and maintain customer connections. If your organization has let its email frequencies fade, or if you...
For businesses looking to leverage B2B account based marketing (ABM), there are often challenges, from assembling the right people to limited resources and knowledge about ABM. Read on for a crash course in B2B account based marketing 101. What is B2B account based marketing and how can it work for you? Account based marketing is a tactical strategy that can help B2B...
As customers’ needs and behaviors change – adjusting to the continued impact of COVID-19 – marketers must proactively adjust to an evolving landscape. Business operations and customer actions have changed at one of the fastest rates in recent memory, leaving some marketing plans in need of TLC.In late 2021, studies showed that 45 percent of...
Tips on How to Turn Your Existing Website into a Sales Generation Tool In recent years the growth of digital engagement has grown dramatically, as have customer expectations for what a digital experience looks like. These changes have presented challenges for some B2B organizations, which have had difficulties integrating new technology into existing sales processes....
Many companies have been increasing their digital marketing assets over recent years. With a large number of Americans reporting that they continue to work remotely, the need for those materials remains crucial. Right now, fewer sales teams, product managers and service reps are face-to-face with existing customers or new potential sales. With less in-person factory...
Digital marketing is complex and leading with a “big data marketing” mindset can seem daunting. Big data, AI and user tracking are top of mind for many marketers – but when it gets into the details of how, what and who – there can be confusion. As we add in multiple layers of interest targeting,...
With the variety of Big Data, profiling and targeting available, the ways in which digital marketers are able to expand a brand’s reach via innovative digital marketing campaigns has grown. Beyond simple demographics, campaigns can be deployed to reach people based on interests, topics they engage with, their job title, the industry they work in and...
Many companies know they should have a Brand Standard Guide. What they may not fully understand is why it is so important. In fact, it may be the most important marketing asset your company uses. A Brand Standards Guide does more than provide a reference for vendors or employees to make certain that all materials...
If it is possible to offer a diagnosis on the B2B customer right now, it would be this one: We have forgotten how to pay attention, not because we wish to, but because we have too much to pay attention to. Inundated by messages, whether they’re on phones or laptops, means there is a lot...
Effective B2B keyword research helps marketers determine which “key words”, or best phrases, can be used to help you meet your marketing goals. Careful research, strategic thinking and data-driven analysis can help hone your PPC placements – and therefore your spend – to be sure your ads are in the right place with the right...
A savvy B2B marketer’s media mix includes strategic B2B digital advertising. Simply put, digital advertising is anything a potential customer sees on a screen, whether you have a presence on Google Ads, trade website banner ads, page takeovers, social media or email marketing. On average, people in the United States spend at least seven hours...
When asking the question “why are 404 pages important,” just think that this error page could, in fact, be the first impression a user has of your site and brand. Website 404 error pages appear when a user tries to access content that does not exist on a server. This can occur when content (page...
While some business-to-business organizations may think it’s not for them, today’s digital age makes social media marketing an increasingly critical component of an integrated plan. If you are a manufacturer, part of an industrial organization, or you’re leading a B2B marketing initiative, you may be asking questions like “Is social marketing for us?” or “How...
The next time you look up something on Google, or any other search engine, you should realize there is a lot of work, and in many cases an SEO marketing agency, behind the results you see. Achieving a coveted spot at the top of the search engine results page (SERP) takes time and resources, some of which your...
With so many online tools, marketing platforms and media options, the resources available to manufacturers to market their company and generate leads is greater than ever. However, as options expand, so do the performance metrics that need to be evaluated to identify which marketing dollars are leading to return. Most veterans of the manufacturing space...
As digital information has become a part of our everyday lives – the average person spends more than 8 hours a day in front of a screen – having a strategic B2B content marketing plan is more important than ever. The art of creating compelling messages that spur customers to act requires knowing what to say, how to say it...
Stifel Marcin’s search engine optimization (SEO) plans often include Google My Business, which can be helpful with site ranking and visibility among local customers. What is Google My Business? This free tool helps businesses create and manage their online presence within Google – the largest search engine in the world – within their search...
Visitors to B2B websites have unique needs but need to browse through a lot of technical information to understand if your products or services are the right fit. Product specs, operating information, capabilities, and services must be presented quickly, while also communicating your company’s brand message and benefits. Most of our manufacturing clients operate in...
A thorough search engine optimization (SEO) strategy is crucial for any business looking to achieve higher search engine results page (SERP) rankings, therefore increasing the probabilities of increased online leads, conversions and brand awareness. But once the strategy is set in motion, don’t think “we’re done!” Just like a car needs regular oil changes to help that engine to keep running smoothly, your...
B2B Web Design vs. B2C Websites B2B websites are different than “retail” websites. There is more content, more specifics and a stronger need for branding. Manufacturing website design means promoting a company’s capabilities and products, defining that business’ image, and effectively illustrating what makes you a leader in your field. Industrial, technological, medical and life...
Having a certified Google Ads agency working on your PPC advertising ensures you are maximizing budget, generating quality leads, and using your advertising dollars effectively. A Google Ads Agency Partner You Can Trust Simply running your ad via Google Ads is seemingly very simple. However – and we can’t stress this enough – knowing you are...
Stifel Marcin has been working with manufacturers and industrial clients for more than 20 years. In that time, we’ve witnessed a dip in the industrial marketplace as well as a resurgence. These hard-working, growing companies have a great story to tell but often struggle to tell it; how they’ve delivered when competitors could not; how...
If Google® is the bride, Microsoft Bing® is viewed as “always the bridesmaid” when it comes to its share of search engine marketing and pay-per-click (PPC) advertising. But that doesn’t mean that Microsoft Ads® (formerly known as Bing Ads) shouldn’t be an integral part of your PPC strategy. Let’s explore why thinking should shift from “Bing Ads vs Google Ads” to “Bing Ads AND Google Ads.” Why B2B Marketers Should Embrace Microsoft Ads...
The hallmark of a great website is an optimal user experience (UX) – with an architecture that is understandable, easily navigated, and allows users to quickly find the right products and information to support their research, review or purchasing decision. Properly planning, implementing and maintaining a B2B search engine optimization strategy will position your business prominently in the marketplace, and in the search...
If you are a B2B company looking to grow your customer base and increase revenue, the right marketing can take your business to the next level. But strategic marketing takes time and resources, some of which your organization may not currently have. This is when hiring an experienced marketing agency can be a wise investment....
From its humble beginnings on Twitter in 2007, the hashtag has become so popular, the word itself is now used as a verb – #hashtagging. There is no denying that the hashtag is now an integral part of every social media platform. While commonly used in the B2C space, some B2B companies have yet to embrace the power of hashtags. Why Hashtags...
The world of B2B marketing is constantly evolving. Most B2B centric companies are embracing new digital opportunities, however, for some this can be unchartered territory. No matter how much experience you have with digital marketing, it’s important to keep up-to-date with relevant digital marketing acronyms and terms which are changing and evolving every day. Knowing and understanding the correct terminology will help you effectively collaborate with your marketing agency partner and in-house teams. 20 Digital Marketing Acronyms and...
The holidays are upon us and that means that our email inboxes, both personal and professional, are fuller than ever. While many see holiday email messaging as B2C centric, a smartly planned and executed B2B holiday email marketing strategy can engage clients, present your brand’s personality and might even help drive leads and sales. Leveraging a B2B holiday email marketing strategy isn’t about a quick sale but can set...
Marketing activities have undergone transformative changes in recent years, with the last 18 months representing a true shift in the very ways we communicate. This was especially evident in B2B marketing, where efforts that were “must haves” in traditional plans became impossible overnight. Smart B2B marketing strategies continually adapt to the changing landscape, and no...
Since 92 percent of customers trust recommendations from individuals over businesses, influencer marketing has become a unique strategy for B2B marketers to share their products and business solutions. But what is influencer marketing exactly? In its most common form, influencer marketing is a form of social media marketing utilizing endorsements and product mentions from individuals...
The not-so-well-kept secret is out, as CEO Mark Zuckerberg announced that Facebook (the corporation, not the social media platform) has been renamed “Meta.” Meta will serve as the overarching parent brand for its two operating streams, including its “Family of Apps” (Facebook, Instagram, WhatsApp and Messenger) and its “Reality Labs,” which will house and evolve...
Google recently announced that, starting June 30, 2022, content makers will no longer be able to create or edit expanded text ads (ETAs). Google notes that existing ETAs will continue to serve, and performance reports will still be available. They recommend that creators include a minimum of one responsive search ad in every ad group...
Some URLs start with HTTP:// while others start with HTTPS://. What’s the difference and why add the extra “s”? The extra “s” stands for secure, and it is used by websites that require “sensitive information.” Traditionally, people considered sensitive information the type of data that might be related to financial transactions, but in today’s digitally...
While many B2B product and service organizations have embraced social media as part of their marketing plan to build brand awareness, organizations often struggle to move beyond organic awareness building (talking just to their current followers) to forming a social media strategy that builds a targeted audience, generates leads and sales. Consider: 75 percent of...
While Zoom and other video conferencing apps have become a part of everyday life, valuable lessons continue to be realized regarding recruitment marketing videos and the impact on finding and retaining quality employee talent. With a large pool of job seekers, including new Gen Z talent, and employees feeling the strain of pandemic life, video...
With its nearly 1 billion daily users, TikTok has become a social media phenomenon. Self-described as the leading destination for “short-form mobile video,” a whopping 62 percent of its users are under 30 (with nearly 33 percent under the age of 20). Its popularity is prompting companies to ask if they should position their brands...
Pay-per-click ads (PPC ads) can be an important component of any B2B marketing strategy. In recent years, online services – from products sold online to the development of websites themselves – have increasingly become taxable line items, impacting PPC budgeting. The Importance of Digital Marketing Budget Planning Legislation is being considered in various states which...
Today, talent acquisition managers need to do far more than post a job online to fill positions with the right candidates. At a time when 90% of professionals are open to new job opportunities, recruitment marketing is an effective way for companies to tap into a market of new professionals, as well as retain the...
Digital marketing offers new opportunities to expand your customer base and grow your sales in new markets. With Big Data, properly constructed digital marketing campaigns leverage interest and profile information to target a highly-specific group of customers. But that exposure requires diligence. If you (or your digital marketing agency partner) aren’t controlling where your ads...
In recent years, B2B companies are finding 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 tradeshows. We can help to evaluate...
Below is the major U.S. search engine market share break-down.* Search Engine Optimization for Google The first time we meet with a new client about website SEO, we often get asked why we talk about Google so much. First, we reference the numbers and usage statistics. Then we say, “Well, what do you search for.”...
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