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An image of a smiling woman represents the good impression that B2B case studies can make on buyers.

Proven Approaches for B2B Case Studies (with Examples)

B2B case studies are among the most valuable forms of marketing for buyers. When researching prospective purchases, they want to know what problems your business solved for other customers and the positive results. Case studies show them that they can achieve similar outcomes. Trust is key in B2B buyers’ decision-making.

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A skylight represents having a view into marketing success by measuring KPIs and ROI.

KPIs and ROI: A Marketer’s Guide to Measurement

Key performance indicators (KPIs) and return on investment (ROI) metrics empower B2B marketers to show the value of their efforts. They also help them make informed decisions about marketing spend. In this post, I’ll explain what KPIs and ROIs are, how they work and how to use them.  What are

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Letter tiles that spell email represent the resurgence of B2B email marketing.

B2B Email Marketing Trends and Tactics for 2024

Business-to-business (B2B) email marketing is experiencing a renaissance, thanks to new technologies and tools. Increased demand for authentic and personalized interactions among buyers is another contributing factor. If you’re treating email marketing like you did 10 years ago, it’s time for a reboot. Email is a core digital marketing format

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A microphone represents amplifying your brand with customer testimonials in B2B marketing.

Customer Testimonials Are Rocket Fuel in B2B Marketing

In B2B marketing, customer testimonials are vital for winning business. Prospects need proof that real customers achieved results from your products and services. In other words, they want to make sure you’re worth it. But here’s the thing: Just because you have testimonials, doesn’t mean you should use them. The

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Logos from the Content Authenticity Initiative (CAI) and The Simons Group represent The Simons Group's membership in the CAI to promote authentic storytelling.

The Simons Group Joins the Content Authenticity Initiative

The Simons Group is now a member of the Content Authenticity Initiative (CAI), an association that seeks to develop standards and technologies for ensuring the authenticity and integrity of digital media. The group includes media and tech companies, nongovernmental associations, academics, technologists and journalists, who want trust and transparency at

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An image of a human eye represents how AI can help writers.

7 Quick AI Tips for Seasoned Writers

That got concerning for a bit there, didn’t it? When ChatGPT burst onto the scene in early 2023, it felt like it was trying to take us down as writers. Suddenly, anyone could create generally presentable marketing content – instantly. Fortunately, it looks like generative artificial intelligence (AI) will be

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A woman sharing good news represents how customer advocates can help boost your sales through word-of-mouth.

Customer Advocates Ignite Your Brand’s Success

If your brand wants an unbeatable advantage that will boost your sales, marketing and customer experience, build a strong customer advocacy program. Every brand – no matter how big or small – will benefit from having advocates. What is customer advocacy? Customer advocacy is about building authentic, strong relationships with

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An empty page represents being out of content marketing inspiration.

What to Do When You Need Content Marketing Inspiration

When you’re out of content marketing inspiration and the well is dry, it’s a struggle to get out of that rut. You might explore topic ideas only to find that other creators have covered them. That happened to me recently. My next move was to tap ChatGPT and Notion.so. Unfortunately,

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Chess pieces represent how content marketing crushes cold calling.

How B2B Content Marketing Crushes Cold Calling

Business-to-business (B2B) content marketing crushes cold calling when it’s done well. I emphasize that point because crappy content marketing won’t get you anywhere. True cold calling probably won’t either, because it’s not based on problem-solving. It’s a fishing expedition to sell products and services. When I started working in corporate

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