Even if you missed this year's INBOUND 2023 conference, you probably won't be surprised to hear about the topic du jour: Artificial Intelligence (AI). There were, of course, lots of hot takes regarding AI – some more valuable, others intentionally contrarian. However, if you peel back the layers a bit, the real takeaway from INBOUND wasn't about AI itself, but rather the changes coming from it. In particular, the keynote from Yamini Rangan, HubSpot's CEO, stood out to me most. As Rangan pointed out, the past nine months alone have seen more technological innovations than some sectors have in almost a decade!
In the dynamic world of IT Managed Services, understanding your audience is not just beneficial—it's essential. Gone are the days when IT decisions were confined to a specialized IT department. Today, the decision-making landscape within small to medium-sized businesses (SMBs) is notably more intricate, involving multiple stakeholders with diverse objectives and levels of technical know-how.
In the world of B2B marketing, the ability to track, analyze, and optimize your online presence is paramount. One tool that stands out for its comprehensive capabilities is Google Search Console (GSC). As a free platform, GSC offers invaluable insights into your website's performance, helping you understand how your site is perceived by Google and its users.
There’s a powerful strategy making waves within the realm of B2B lead generation. This method, known as Account Based Marketing, or ABM, allows sales and marketing teams to hone their efforts on select, high-value accounts ultimately leading to an impressive return on investment (ROI). In fact, Forrester found that 72% of B2B businesses saw a measurable boost in business performance since adopting ABM.
The B2B landscape is changing and digital advertising is a key part of this transformation. With Gartner predicting 80% of B2B sales interactions will occur in digital channels by 2025, adapting your business to this shift is critical to your success. If you’re not an expert at navigating through digital marketing channels, it may feel like you’re steering your resources and time off course. That’s why thoughtfully investing in digital advertising can have a powerful impact on your B2B organization’s growth.
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