B2B Marketing

B2B Branding Lives and Dies by Trust

Over the past few months on the TopRight blog we’ve written at length about the world of B2B, and what it really is as opposed to what it’s perceived to be. I’ve also talked a bit before about the act of seeing in marketing—how perception matters and what it means to use it or alter …

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How to Nurture B2B Leads

When a prospect downloads your lead magnet, their journey to paying customer has only just begun—it may never finish. Most B2B leads don’t become customers. Benchmarks for download-to-customer conversion rates are scarce. But Salesforce revealed that less than 0.5% of webinar leads ever convert to customers. That’s a grim portrait, even if conversion rates for …

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5 Lessons B2B Marketers Must Learn from the B2C Space

Many say that business-to-business (B2B) marketing and business-to-consumer (B2C) marketing are completely different, even diametrically opposed, the Red Sox v. Yankees of branding. But in truth, they’re relationship is subtler, more like yin and yang. They share much and are even, in many cases, composed of the same stuff. Yet the prevailing wisdom insists that …

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The Art of B2B Fulfillment and How to Improve Customer Loyalty

Usually when you read about fulfillment, the discussion is focused on some logistical or technical aspect of delivering goods to customers. Of course, there are many operational tasks and backend processes that all must harmonize in order to make it happen. You will find a plethora of information available, ranging from the basics like reducing …

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What is a Trade Show Interactive?

Adding a trade show interactive has become one of exhibitors’ favorite tools to getting today’s more reluctant show attendees to cross from the aisle and into and their booth space. Why are trade show interactives more necessary than ever? Let me count the ways: Attendees today have more control of the buying process, because they …

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Aligning Creative Output and Performance Metrics

Measuring and optimizing creative work drives performance and business impact. Here’s how to figure creativity into your overall measurement strategy. Creativity is an essential driver of marketing performance. Marketers that focus on creativity deliver stronger business results than those who fail to understand its correlation to campaign KPIs. To be sure, there’s a ton of …

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