Focusing on bottom of funnel (BOFU) leads is an intuitive choice for many marketing and sales teams and it is not difficult to see why. After all, to be categorized as BOFU, these leads will have been assessed based on their interest in a solution, the number of touchpoints with sales team

At the end of 2021, our team published predictions for B2B Marketing in 2022. These predictions were later revisited in Q2 to account for new developments, such as the impact of the war in Ukraine and updates on cyber resilience. However, not all of our predictions came to pass.

In the information-driven environment of the B2B sector, where businesses have endless amounts of data at their fingertips, it is a necessity for marketers to grasp the opportunity of using this data to hone their focus and reduce costs by qualifying their leads.

Buyer personas are a core component of any marketing strategy. The increasing emphasis on personalization in marketing campaigns contributes to raising their importance even further, given their role in custom-tailoring strategies to specific target audiences.

Reaching the HR leaders your business needs can be difficult, particularly with HR departments under mounting pressure to recruit and retain talent as-is. Therefore, evaluating the purchase of an international recruitment service often gets pushed further down the to-do list...

Given the economic realities and budget scrutiny, marketers today are under far more pressure than ever to deliver performance. However, more often than not, the internal definition of success fed back into marketing departments is far from clear.

Given the economic turbulence brought on by the readjustment of the market, it is no wonder that many organizations are exploring RevOps as a business model with a promise that it may bring bigger and more stable revenue growth.

Account Based Marketing (ABM) has long been a popular strategy for driving engagement with key buyers, however a DemandMetric and Integrate survey reveals that 53% of B2B marketers will spend less in ABM in 2023.

The onset of the COVID-19 pandemic caused a myriad of changes for businesses worldwide. Urgent social distancing measures required companies to promptly implement tech solutions and increase their HR spending to enable professionals for remote work, which incurred many unforeseen budget

As economic difficulties loom, recession marketing is an increasing priority for B2B organizations in 2023. Traditional lead generation budgets and tactics are under scrutiny as go-to-market (GTM) teams feel the pressure to deliver demand generation ROI for sales teams and C-suite budget..

Surveys and interviews have always been an integral part of research for marketing. Usage of internet-based surveys has risen steadily over the last years (Pew Research Center), especially due to their low cost and ability to transcend the capabilities of common surveys, e.g.

Learning how to create a sales funnel can be challenging and at times intimidating, especially considering the multitude of factors that can influence the performance of your strategies, the engagement generated by your content, and therefore, your ability to increase sales opportunities.