Ten B2B content marketing goals
One of the first questions I always ask focusses on the goal(s) of your marketing campaign. And this is no different when making your B2B content marketing strategy. The first step in creating a strong strategy is to determine your goals. What would be the point in creating, publishing and sharing content, if you have absolutely no idea what goals you want to achieve with it? Goals are necessary to measure results and/or make adjustments during the process to improve those results.
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.