Category: B2B Marketing

Online advertising: five statements that make me roll my eyes!

Published by : , on June 11th, 2024.
These are all legitimate claims; for us, it's our bread and butter. But for some custo mers, online advertising is more abstract. Nevertheless, some of the questions about online advertising make me roll my eyes (sorry, I'm not judging you!). Read on, you might find yourself asking these questions on your first digital…. Read More...

B2B digital marketing: AI and the decline in quality of Google services

Published by : , on June 4th, 2024.
These are the two topics I'm going to cover in this post on B2B digital marketing. Have you noticed? Is the quality of services offered by Google and many other GAFAMs increasingly declining? On the digital marketing planet, we talk about "enshittification". It's a term popularized by author Cory Doctorow. This phenomenon became…. Read More...

Digital marketing in B2B: an absolute must

Published by : , on May 23rd, 2024.
B2B marketing is undergoing a major transformation in an increasingly digital world. Companies are no longer content to follow traditional methods to reach their business customers. They are now adopting sophisticated B2B digital marketing strategies. And they're doing so to stay competitive and meet the expectations of an increasingly well-informed customer base. Do…. Read More...

A rude awakening for your B2B marketing content strategy

Published by : , on March 27th, 2024.
The time for creating content for the sake of creating content is more than dead. You can still do it if you don't take the time to read this post. I'm going to show you how your content strategy needs to be reviewed and supported on a regular basis and with fresh eyes.…. Read More...

Measuring the customer experience: a pillar of business success

Published by : , on February 28th, 2024.
In today's competitive business world, customer experience (Cx) can no longer be just a floating idea. It's become a prerequisite for business success. But what's all the fuss about measuring customer experience? Well, the figures don't lie: one study shows that 75% of customers are willing to spend more if they are delighted…. Read More...

B2B personas: understanding them and mastering the buyer’s journey

Published by : , on February 7th, 2024.
Did you know that 72% of marketing professionals use B2B personas to guide their marketing content? This statistic highlights the growing importance of understanding exactly who the decision-makers are in the B2B world. In this world where every purchasing decision can involve multiple stakeholders and take months of deliberation, understanding the nuances of…. Read More...

B2B content marketing: a look at usage and… AI!

Published by : , on January 23rd, 2024.
I recently published on LinkedIn, part of the results of CMI's annual content marketing study, "B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024". This publication focused on LinkedIn's dominance as the social network of choice for the vast majority of those who publish B2B content on social networks. Every year, the…. Read More...

B2B content marketing: create at home, optimize and distribute elsewhere!

Published by : , on November 28th, 2023.
It was while reading a post on Mark Schaefer's blog that I got the idea to write this post on B2B content marketing and especially on the importance of creating content on YOUR website or blog and then using social networks to spread it further. A social network like LinkedIn isn't a content…. Read More...

Multicampaigning in B2B (Google Ads and LinkedIn Ads): the winning recipe

Published by : , on November 22nd, 2023.
Those who know me know that I'm a big fan of Google Ads. The platform is well built, and there's customer service when you want it (unlike the blue ones…). And above all, the results are often very good, if not the best of all acquisition channels! Nevertheless, our most successful customers are…. Read More...

When B2B Barbie meets a virtual double and Lady Trifecta…

Published by : , on October 10th, 2023.
When we signed up for the B2B Forum, held in Boston last week, we (and I in particular) had high expectations of this annual B2B marketing "great mass". Just imagine… Almost all the big names were announced, but not B2B Barbie! Among the big names were Ann Handley (Content), Michael Brenner (Content), Joe…. Read More...