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Website Personalization: What’s Good, What’s Bad, What IS It?

Written by Madeleine LaPlante-Dube on September 22, 2016

The internet and inbound marketing are a match made in heaven. All you need to do is pop a few big data algorithms into your website and voila! Your site can now be personalized each time your website visitors make a certain click or browse a particular page. We’ve seen internet personalization develop over the last decade with Google’s click tracking, filtering certain ads into users’ lives based on websites they’ve viewed, but now it’s possible—and necessary—to personalize your actual company website in order to foster more meaningful user engagement.

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Topics: Inbound Marketing, Website & Graphic Design, Lead Generation / Conversion

Bad Headlines... Whatcha Gonna Do When They Come for You?

Written by Oren Smith on September 19, 2016

Bad headlines. Bad headlines.

Whatcha gonna do?

Whatcha gonna do when they come for you?

In the fast-paced world of marketing, writing a bad headline is one of the more devastating crimes you can commit. Your blog article’s headline is responsible for creating that all-important first impression, and in many cases, it’s going to be the primary (if not only) factor influencing a reader’s decision to share, click on, or continue reading your post. And since today’s internet users are bombarded by so much content at every waking moment of the day, the chances of them clicking through to your article are already rather low.

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Topics: Blogging

Everything B2B Marketers Need to Know About WhatsApp

Written by Oren Smith on September 13, 2016

As a temporary expat working overseas in Germany back in 2012-2013, WhatsApp was my social lifeline. Provided that I was using a reliable Wi-Fi connection, WhatsApp essentially served as a FREE way of text messaging with family and friends both locally and at home. You can imagine how quickly the application’s popularity grew in the global community since launching back in 2009… but what wasn’t so apparent at the time was its potential to be quite the valuable marketing tool.

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Topics: HubSpot, Social Media Marketing

Tackling the Corporate Blog: Top 5 Blog-Writing Secrets Revealed

Written by Allison Woodbury on September 5, 2016

Ah, the corporate blog. Behold its inbound power, its ability to foster warm fuzzies with your leads, to propel your brand awareness to soaring new heights. In the last decade-plus as a writer, I’ve seen corporate blogs go from an emerging strategy to a pillar of corporate marketing. And over the years, when talking about my job, I always seem to get the same exact question: how do you write about something that you know virtually nothing about? (For the record, no offense taken… it’s a completely fair question.)

Technically, the real question should be less about the learning curve of the subject matter, and more about how to use writing to transform ideas into effective corporate marketing. But I digress. In reality, I’ve had quite a bit of time to reflect on this question, and refine my own set of golden rules when it comes to writing corporate blogs. Here are my top five favorites:

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Topics: Content Marketing, Blogging

How to Create an Exceptional B2B Sales Experience for Prospects

Written by Tracey MacDonald on September 2, 2016

When it comes to B2B sales, most prospects say they care most about product and price. That being said, they also expect a great sales experience—one that fulfills their needs at every stage of the funnel and simultaneously builds trust between your company and theirs along the way. And creating an exceptional B2B sales experience starts with the basics. 

Let’s talk about some of the critical elements that serve as the solid foundation for a selling process that stands out in a B2B context:

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Topics: B2B Marketing, Sales

Instagram for B2B Marketing: 4 Awesome Lead Nurturing Ideas

Written by Madeleine LaPlante-Dube on September 1, 2016

Instagram is unlike any other social media platform out there today. At first glance, it looks like the last place a small B2B company might fit in. It doesn’t allow you to link. It doesn’t let you include a full bio. What’s more, it’s largely used as a mobile app – the online website is just a formality. But since it’s not exactly a sales tool, it could actually be one of the best things you could do for your brand.

By far, if I had to tell companies where to start with social media, Instagram would be at the very bottom of the list. It’s simply not sales-driven. It’s a branding tool. And if you’re already secure in your brand, why would you need to create an Instagram account?

Here’s the thing…

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Topics: Branding, Social Media Marketing

Behind the Curtain: 7 Copywriting Techniques I Swear By

Written by Robyn Bradley on August 26, 2016

One of my colleagues recently pointed out that I've been working as a freelance copywriter since 2002.

"Before Twitter and Facebook," she said. "Before Google was even a verb." Then, she giggled and asked me about the copywriting "rules" I've learned over the last fourteen years.

Here's the annoying thing about "rules":  you can spend all your time learning them, only to have someone come along who proves why the rules don't matter. So today, I'm not going to talk about rules. Instead, I'm going to dig deep, think about my last decade-plus in the biz, and share copywriting techniques I swear by.

Here we go…

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Topics: Content Marketing, Blogging

Emails Not Sending? It Could Be Your Email Reputation

Written by Sheila Villalobos on August 25, 2016

It’s true. Even your email has a reputation. And if you don’t manage it, all of that effort to create a great email and enticing subject line could be going to waste—or worse—getting you in trouble with CAN-SPAM laws. Internet Service Providers, or ISPs, use a number of factors to determine an email sender’s reputation. If you break many of those, they won’t allow you to reach your contact’s inbox. And if you can’t reach their inbox, how will they know about your awesome content or great offer?

If you’re suffering from a bad case of email deliverability, know that it can get better—and not with getting some rest and drinking plenty of fluids. Here’s the scoop…

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Topics: Email Marketing

Professional Services Marketing: How We Build Client Relationships

Written by Robyn Bradley on August 24, 2016

We've talked a lot about the professional services marketing we've done for Management Mentors.

Today, we invited Rene Petrin, owner of Management Mentors, to sit down and chat with us about the relationship we've built with him over the last ten years.

Why?

Well, when we begin working with a client, we're always hoping it turns into a long-term engagement, one that is rich and rewarding for both sides.

What better way to give people a sense of the client relationships we strive to build than by going directly to one of the sources?

Here's Rene and me…

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Topics: Marketing for Professional Services

Why We Love HubSpot Analytics (Part 3) – HubSpot CTA Analytics

Written by Susan LaPlante-Dube on August 19, 2016

When you’re looking at data in your HubSpot portal on a weekly or monthly basis, it’s easy to focus on the king of all reports, the Sources Report. Of course, it’s fun to see those traffic and conversion numbers rising, to learn which parts of your marketing efforts are paying off, to drill down and see how particular keywords are doing... it’s truly the centerpiece of HubSpot analytics.

But hanging around in other parts of your portal are lesser known bits of data that can really help improve your marketing efforts. Call-to-Action buttons (CTAs) are relatively unassuming, sometimes an afterthought (“oh we need a CTA for that”), and often set up and forgotten. Today we are going to give these little guys their time in the spotlight!

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Topics: Measuring Results / Analytics, HubSpot