High-performing B2B lead gen landing pages: design and information architecture
Landing pages for B2B – part 2
John Woods
October 3, 2024
Insights for Sharper B2B Marketing
Practical insights, expert opinions and actionable advice on search, AI, content, LinkedIn and digital marketing to help B2B organisations increase visibility, build authority and drive demand.
Conversions are up. Cost per lead is down. Google says the campaign is improving. Sales says the leads are getting worse. If that sounds familiar read more.
A single response from one AI platform is not a meaningful measure of any organisation’s AI visibility. So, why does one search prove so little?
Almost every Marketing team now uses AI. Very few report that it is having a significant effect on performance.
Headless CMS platforms promise faster websites, stronger security and the ability to publish content across websites, apps and other digital channels.
As AI fills digital channels with more content, face-to-face interaction is gaining strategic value.
LinkedIn has expanded ad personalisation. We explore when B2B marketers should use it, avoid it, and why relevance still matters more.
B2B buyers form opinions long before they become leads. Understand why marketing leaders need to look beyond form fills and focus on qualified demand.
For decades, the most valuable content in technical B2B companies has lived in a strange place: the sales team’s outbox.
One of the most interesting shifts taking place today is that conversations about AI are becoming less technical and more financial.
Jennifer Esty
September 24, 2024
John Woods
September 12, 2024
Running ads for your own brand terms in B2B paid search – yes or no?
B2B brand ads – yes or no?
John Woods
August 21, 2024
John Woods
July 25, 2024
Learning about B2B SEO will make you a better marketer
Learning about B2B SEO will make you a better marketer All B2B marketers should learn a bit about SEO, IMHO. It’s tempting to see B2B
John Woods
July 18, 2024
Winning in SERPs – it’s more than just PPC and SEO
Subheading SERP is a pretty hectic space these days and with lots of entities trying to raise their heads above the parapet SERPs of today
Charlotte Waterson
July 17, 2024
John Woods
July 9, 2024
Jennifer Esty
June 28, 2024
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