2 essential tips for a successful B2B marketing campaign
The business-to-business (B2B) buying process in technical industries is less about emotion, and much more about logic and return on investment. Nevertheless, you’re still dealing with individuals who have their own wants, needs and challenges. Research, historical data and knowledge about your audience are all massively important in B2B marketing and will help you to create a solid strategy for your marketing campaign.
Collecting high-quality email addresses [CUSTOMER STORY]
For many companies, generating high-quality email addresses (leads) for their database is an essential part of their B2B marketing strategy. However, B2B marketers often struggle to tackle this effectively. How can you ensure that an anonymous visitor leaves their email address in exchange for more information? For two of our industry websites, gim-international.com and hydro-international.com, we tested various pop-ups between January and June 2018, and we discuss the results in this case study.
Branding and lead generation through tailored content [CUSTOMER STORY]
Teledyne CARIS has been a developer of software for the hydrographic, ocean mapping and wider geospatial community for over 35 years. The advanced software from CARIS is used worldwide in very diverse application areas and by a wide variety of companies. In order to illustrate the real benefits and possibilities of its software, CARIS was looking for a partner to create content about the applications of the software and to promote the content to a relevant audience. The main targets of the campaign were to contribute to the branding of the CARIS software through informative articles and to generate high-quality leads among the people who were reading the articles.