My Favorite B2B Email Marketing Examples and What Teams Can Learn A Microsoft study found that people spend 15% of the workday checking email— that’s about six hours a week squinting at their inboxes. While many want that number to be lower, the truth is that email is still a valuable communication tool. When I opt into an email list, it’s because I anticipate something of value in return: expert insights, a story or case study, a free trial, or an event invitation. Brands have a small window of opportunity to show their value in your inbox. If they can’t, they’ll land in the no man’s land of unsubscribe. If they can, they gain a seat at the table. So, how can brands follow the latter path? I dove deep into my own inbox, spoke to email marketing experts, and explored top brands to bring you best practices for B2B email marketing success— with 10 examples of brands leading the way. Table of Contents What is B2B email marketing? What makes a great B2B marketing email? B2B Email Marketing Tips from the Experts 10 B2B Email Marketing Examples to Learn From What is B2B email marketing? B2B (business-to-business) email marketing is the practice of using email campaigns to promote products, services, or messaging to other businesses instead of individual consumers. B2B email marketing is typically partially or fully automated through an email marketing platform like HubSpot, with varying levels of sophistication...

Is B2B Telemarketing Making a Resurgence? Here’s What the Experts Say Like many professionals, I face a deluge of sales messages every day. It’s easy to tune out emails, display ads, and LinkedIn messages. But a phone call? Love it or hate it, it captures my attention. I set out to discover if B2B telemarketing is dead in 2025, or if it’s due for a comeback. I talked to sales experts and dug into data to find out whether cold calling still has a place in the modern sales strategy. Follow along as I share what I found and the expert tips I uncovered on how to turn conversations into conversions with a phone call. Table of Contents What is B2B telemarketing? Is telemarketing dead? Benefits of B2B Telemarketing B2B Telemarketing Types Tips for B2B Telemarketing What is B2B telemarketing? B2B telemarketing is an outbound sales tactic in which one company attempts to build a relationship and sell its products or services over the phone to another. It’s better known as cold calling, “cold” because the seller is initiating contact with the buyer instead of the other way around. Is telemarketing dead? To answer my question, I turned to HubSpot’s State of Sales report to see what sales reps say about telemarketing as a lead gen and sales tactic. First, I saw data that confirmed what I already knew: 71%...

B2B Marketing Analytics That Every Team Needs to Track — My Take as a Marketer I primarily work with B2B clients, so I’m getting very well-versed in B2B marketing analytics. Every month, I report on the marketing for the prior month, and I turn those marketing analytics into stories and actions. Believe it or not, B2B marketing analytics doesn’t have to be boring. I use various tools for my analytics, including but not limited to Google Analytics, Google Search Console, Looker Studio for automated dashboards (which makes light work of reporting on marketing analytics), Semrush, and so many more. In this article, I’m digging into B2B marketing analytics, including what it is, the essential data to collect, and how to set up B2B marketing analytics — and I’ve shared tools, too. As I said, there’s no one way to report on B2B analytics, so I spoke to B2B marketers who manage analytics for B2B companies daily. I got their insights on their favorite tools and what they love about them. Table of Contents What is B2B marketing analytics? B2B Marketing Data to Collect How to Set Up B2B Marketing Analytics B2B Marketing Analytics Tools What is B2B marketing analytics? B2B marketing analytics is data that helps you understand your product, service, and/or audience. Marketers use marketing analytics to understand if marketing promotes a product or service successfully and increases sales. Through data, marketers...

The Most Effective B2B SaaS Marketing Tactics — Everything I Know as a Marketer When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. On paper, it looked like we were doing everything right. But users weren’t converting, and growth stalled. Something was off. It wasn’t a lack of effort but a lack of alignment. We didn’t fully understand how customers found and engaged with our product. I needed better insights into their journey, so I met with the product team to dig into feature usage, trial behaviors, and key friction points. This collaboration transformed our strategy. For example, many trial users hit a wall right after signing up. They struggled to get started, so we built educational content and onboarding flows designed to guide them. This simple change boosted activations and drove long-term conversions. I’ll share the strategies and metrics that helped us turn things around in this post. Whether your goal is to grow trial users or win enterprise accounts, these tactics will help you build a scalable and sustainable SaaS marketing engine. Table of Contents What is B2B SaaS marketing? 10 Effective B2B SaaS Marketing Strategies 6 B2B SaaS Marketing Benchmarks to Measure Success What is B2B SaaS marketing? B2B SaaS marketing builds strategies that drive brand awareness, user acquisition, and customer retention for cloud-based software...

Inside the B2B Marketing Funnel — Everything I Know as a Marketer If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use every day. While the idea of selling something to someone is as old as humanity, the modern funnel framework helps standardize — and improve — a buyer’s experience. What does it take to build a funnel? And how do you know it’s working? Let’s join other marketing experts and find out. Table of Contents What is the B2B marketing funnel? B2B Marketing Funnel Stats B2B Marketing Funnel Stages How to Create a B2B Marketing Funnel B2B Marketing Funnel Example What is the B2B marketing funnel? The B2B marketing funnel is a framework that charts the journey a business-to-business buyer takes to purchase a product or service. It gives marketers a structure on how they understand their audiences’ needs and then position content and experiences to meet those needs. Typically, selling to businesses usually takes much more time, requires more complexity, and involves more buyers and sellers than consumers require. You might see more of a funnel take shape with larger consumer purchases, like cars or housing. But, people aren’t often meeting in committees for weeks to buy paper towels or ground...

Building a B2B Video Marketing Strategy With Impact — Here's Everything I Learned I remember once sitting in a quarterly marketing review meeting, watching competitors‘ video campaigns flash across the screen. My initial skepticism turned to curiosity as I saw how they were connecting with audiences in ways our traditional content never had. Each campaign told a story that spoke directly to a decision-maker’s challenges and needs. That‘s when it hit me: B2B video marketing isn’t just another checkbox in our marketing strategy — it's a fundamental shift in how we engage with our audience. Think about it: An engaging explainer video can transform a confused prospect into an interested lead while a well-crafted customer story can turn a hesitant decision-maker into a confident buyer. In this guide, I'll walk you through the evolution of B2B video marketing. You'll discover how to craft a strategy that resonates with decision-makers at every stage of their journey, find the sweet spot between engagement and professionalism, and build a video presence that drives real business results. No more guessing games or following the crowd — just clear, actionable insights to help you create videos that actually work. Table of Contents What is B2B video marketing? Benefits of B2B Video Marketing B2B vs. B2C Video Marketing Building a B2B Video Marketing Strategy That Delivers Results B2B videos aren't just ‘nice to have’ anymore. Pull up...

Optimizing B2B Conversion Rates — All My Tips and Strategies One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right. Just like each player of the team needs to work together to score a touchdown, the parts of your B2B conversion strategy need to work in harmony to catch website visitors and turn them into paying customers. If there’s a weak link in your strategy (like a player on the team not performing at their best), you’ll need to tweak it or pull it from the roster. For this post, I sat down with Daniel Lynch, President and Owner of Empathy First Media, to discuss optimizing B2B conversion rates. Settle in as we go over the differences between B2B CRO and B2C CRO, and I’ll share some of his tips to help you plan a winning conversion strategy. Table of Contents What is B2B conversion rate optimization? B2B CRO vs. B2C CRO B2B Conversion Rate Optimization Strategies What is B2B conversion rate optimization? Before I go too far into it, let’s take a moment to define B2B conversion rate optimization. B2B conversion rate optimization (CRO) is a strategy to improve the number of desired actions on your website and landing pages. Ideally, your desired action, whether it’s a new sign-up in your forms, a new subscriber...

Understanding B2B2C Marketing: A Comprehensive Overview As a content writer in the digital marketing space, I spend a lot of time breaking down industry terms, concepts, and strategies, some of which can be more confusing or difficult to grasp than others. However, I have also found that some terms, including “B2B2C marketing,” might seem to be overly complicated at first, but turn out to be much easier to understand once you investigate them. In this post, I’ll guide you through what B2B2C marketing is and how it works, as well as provide a few examples of popular and effective B2B2C marketing strategies. Table of Contents What is B2B2C marketing? Why B2B2C Marketing Works How B2B2C Marketing Works 3 Effective B2B2C Marketing Strategies Importantly, B2B2C marketing is distinct from B2B or B2C marketing, in which businesses sell exclusively to other businesses or directly to consumers. B2B2C marketing is actually incredibly common, and most of us engage with businesses utilizing this model on a regular basis. In fact, B2B2C marketing has been around for ages but has grown increasingly prevalent over the years as technological innovation has made it easier and more beneficial for businesses to collaborate. Now that I’ve provided you with a basic definition of B2B2C marketing, let’s look at exactly why — and how — it works and explore some real-world examples. Why B2B2C Marketing Works Personally, I have...

B2B Marketing KPIs vs. Metrics: 24+ Every Business Should Be Tracking Over the last decade, I’ve helped set and track marketing goals for B2B businesses of all kinds — And I’ve come to think of them more as destinations. They’re points on the map your team wants to reach. And B2B marketing KPIs (key performance indicators)? Well, they’re how you measure how far you’ve gone and just how far you have left. You can measure trips in miles, hours, or even how many Spotify playlists you’ve gone through. Similarly, there are dozens of KPIs to measure progress toward our marketing goals — but don’t worry; there’s no need to guess and check. Regardless of industry or audience, there are some KPIs everyone should be tracking, and I’ve compiled them for you here. We’ll define them, why they’re important, and how to track them effectively. Table of Contents What are B2B marketing KPIs? Why track B2B Marketing KPIs and metrics? B2B Marketing KPIs and Metrics How to Report Your B2B Marketing KPIs and Metrics What are B2B marketing KPIs? As HubSpot contributor Rebecca Riserbato explains, a key performance indicator (KPI) “measures how your company is performing regarding certain long-term goals or objectives.” That means B2B marketing KPIs are data points marketers use to monitor and measure the progress of their business-to-business (B2B) marketing initiatives (e.g., website campaigns or email marketing). It kind of sounds like...

The Ultimate Guide to B2B Marketing in 2020 Effective marketing is difficult to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy. The biggest determinant of effective marketing, however, is your audience. If you’re not properly targeting your buyer persona, your promotions and advertisements will likely fall on deaf ears. You might as well not be marketing at all. Where target audiences vary the most, though, is between individual consumers and businesses. Some companies serve individual shoppers, while others cater to companies and organizations. Marketing to businesses is very different than marketing to individual consumers. That’s why an entirely different marketing method — B2B marketing — exists, and that’s why we built this guide. By the end of this article, you’ll have a better understanding of B2B marketing, the most effective B2B marketing strategies, and how you can tap into and convert your business audience. HubSpot is an example of a company that engages in B2B marketing. HubSpot’s customers are other businesses, not individual consumers. Therefore, all of our marketing efforts can be classified as B2B. B2B vs B2C Marketing B2B and B2C (business-to-consumer) marketing are very different. B2B and B2C marketing differ in their respective strategies and applications, as well as in their audiences and how they communicate to them. B2B marketing targets the needs, interests, and challenges of individuals who are making purchases on behalf of, or for, their organization (rather than...