Tag: B2B Marketing

Twenty years ago lead nurture meant a sales rep with a rack of index cards and a Friday afternoon. Today it's mostly automation — and your sales staff get to focus on the leads that are actually ready to buy. Here's a working definition of lead nurture, the four business reasons to do it, and the campaign types worth setting up first.

Without clear buyer personas, you build customer experiences for a generic "customer" who doesn't exist — and the resulting experiences frustrate everyone. Personas make customers tangible enough to design for. Here's a practical definition, where personas earn their place across marketing and experience design, and how to build them from surveys, interviews and operations data.

Customer testimonials are one of the highest-ROI marketing assets on your website — and most teams use them wrong. Sam Johnson, founder of Feedback Loop, shares six fixes you can make today: testimonial placement near CTAs, social-channel tracking, going beyond email asks, photos and video, no faking, and remembering to ask in the first place.

Trigger marketing isn't a clever overlay on the existing campaign calendar — it's a fundamentally different way of interacting with customers. With trigger programs typically 2 to 12 times more effective than traditional direct marketing, the value's worth the rebuild. Here's the contrast between the old quarterly-campaign approach and the trigger-marketing approach.

Trigger-based marketing can lift conversions to 45% and cut DM costs by 35% — and most teams freeze before they start because of six predictable objections. Data isn't good enough. Whole-of-customer view is too hard. Customers will feel watched. Here are the six road-blocks, all six demolished, so you can stop using them as reasons not to start.

Customer segmentation has driven a decade of marketing ROI gains — and it's still campaign-lead thinking. Customer-lead marketing inverts the logic: start with the customer's needs and design campaigns to serve them, not the other way around. Here's the side-by-side comparison, and why most marketing departments are stuck in campaign-lead mode without realising it.