The End of E-books for Emails: Why Demand Generation Beats Lead Gen
Until recently, B2B marketing had an iron rule: “If you want our best know-how as a PDF or a webinar, you have to give us your email first.” That model worked, but today it’s dead for good. This picks up on our recent piece on the “dark funnel,” where we showed that the best buying […]
The End of Marketing vs. Sales: Why B2B Companies Switch to RevOps
You know that moment in a management meeting when the marketing team proudly pops the champagne because they hit their target and delivered hundreds of new contacts, while the head of sales just shakes his head in frustration because he can’t close a single order from them? This never-ending conflict between marketing and sales costs […]
Video Sales Letter 2.0: Why Personalized Videos Beat Intro Demo Calls
Booking a first sales meeting is often harder these days than the sale itself. Calendars are packed, email replies take days, and when you finally find a time that works, the first twenty minutes of the call go to a company presentation and basic information the client could have looked up on their own. That’s […]
The Dark Funnel: Why Your Best Leads Are the Ones You Can’t Measure
Picture this. A marketing director opens Google Analytics 4 in the morning, looks at the dashboard and sees that a new client worth tens of thousands of euros came in through organic search. It all looks simple – someone typed the company name into Google, clicked through to the website and filled out a form. […]
Hyperlocal Marketing: How to Reach People at Industry Events
If you sell B2B services or higher-value solutions, blanket ads covering the whole country often don’t deliver the best results. It makes much more sense to reach people at the moment they’re naturally where they do their work – at conferences, trade fairs, networking events or professional training sessions. In our previous article, we covered […]
B2B Podcasts: The Right Audience Beats Thousands of Listeners
When people hear the word podcast, many companies picture popular shows with tens of thousands of listeners and well-known hosts. That’s often exactly why they never start a podcast of their own. But in B2B marketing, success doesn’t look the same as it does in the entertainment industry. If you sell specialized services, technologies or […]
Forget Mascots: Why B2B Buyers Trust Personal Brands on LinkedIn
For years, influencer marketing was associated mainly with B2C. Brands worked with content creators to promote cosmetics, fashion or electronics, and B2B paid this strategy very little attention. In recent years, though, things have changed dramatically. Companies have realized that trust plays a decisive role even when selling services or technology. And trust is easier […]
The End of Cold Email? Why Companies Turn to Community-Led Growth
Take a look at your work inbox. How many sales pitches do you delete every day without opening them? Probably more than you realize. It’s not that email has stopped working. But people’s behavior has changed. Decision-makers get dozens of similar messages every day and are increasingly picky about who gets their attention. That’s why […]
Dynamic Personalization: Why No Two Visitors Should See the Same Page
Picture an absurd situation: you walk into a luxury car dealership and a salesperson comes over. Instead of asking what you’re looking for, he starts reciting a memorized script about trunk space and child seat anchors. A minute later, a teenager walks in to buy his first sports car, and the salesperson repeats the exact […]
B2B Ads on TikTok and Reels: Why Polished Corporate Videos Fall Flat
Every B2B company has one “skeleton in the closet” in its marketing plan: TikTok and short-form video. People whisper about it in meetings, everyone knows they should be there, but in the end it always gets swept under the rug with the same excuse: “Our clients are serious executives. We’re not going to dance around […]