Build a Better B2B Website in 3 Steps

Today’s B2B buyers rely on digital channels through every stage of their journeys — even long after in-person sales interactions with reps. As a result, commercial organizations’ efforts to identify, nurture, and pursue opportunities “serially” — first through digital engagement via marketing, followed by a hand-off to sales for in-person interaction — is failing to support the way customers actually buy. Instead, the best companies must evolve a “parallel” commercial engine, where digital and in-person strategies complement each other at every stage of the buyer’s multi-channel journey. In other words: We have all worked hard to create for our organization…

5 Ways to Use Audio in B2B Marketing

Whether you prefer to stream music in the car or listening to the hottest podcasts — odds are there’s some form of audio content that you love to consume. I too am one of those people who always has to be listening to something. Whether it’s a new Spotify playlist or the latest episode of a podcast, I use pretty much every opportunity to consume audible content. I’m hardly the only one who’s partial to audio in this way. With consumers spending more time alone or at home in 2020, marketers have noticed a major uptick in audio content and…