B2B Online Marketing Blog

November 19, 2015: People don’t always tell you what they’re thinking. In personal relationships, we use body language, tone of voice, micro expressions, actions, and other intangibles to infer someone’s perspective, attitude, intent, and desires.

Business relationships rely on some of the same data points but are often distanced from targets and customers by geography, station (status in the food chain of the individual with final say-so) and decision-making protocols like RFP docs, requisition requests, and other confounding red tape.

November 17, 2015: There are many companies with a B2B focus that don’t have an e-commerce presence. That doesn’t mean B2B marketers can’t learn and adapt tactics from those organizations that are, regardless of the intended audience.

In fact, successful e-commerce sites may represent one of the best opportunities to learn from and consider when adapting strategies. Why? Because there are a range of tactics required for building a successful e-commerce experience, particularly in the long-run.

Below are some of the areas where all B2B companies could learn from e-commerce businesses.

5 E-Commerce Tactics That Work For B2B Marketing

November 12, 2015: computer-mobileIt is pretty common to email survey and customer feedback requests to customers after a purchase is made online. While I often just delete these communications, I may consider them if I’ve had either exceptional or horrible experiences.

For one recent purchase, I was disappointed to see that the actual flow between the link to review in email and the actual opportunity to review simply took me to the organization’s home page, requiring login. The downside is that users will often ignore the opportunity to provide a rating because there are too many steps in the process, even if that is only a perceived notion.

November 10, 2015: The “Video Marketing Strategy” report released by Ascend2 showed that marketers are beginning to see an increase in the effectiveness in video content. To learn more about the report and its results, we spoke to Todd Lebo, Chief Marketing Officer of Ascend2.


video, content marketing, b2b, marketingI was very encouraged by the level of success that marketers are having with video. For example, 25 percent are ‘very successful’ – that’s a really good number. A lot of times we’ll see statistics where it’s only 10 or 15 percent and the fact that so many people are saying that video is so successful is a very encouraging number. We know the ‘train has left the station’ and people realize that there’s not a whole lot of doubt that video is very strategic.

November 5, 2015: Earlier this year, I discussed the possibly of Instagram ads being available to the public sometime in 2015. On September 30th, that day officially arrived. After a year and half of testing with select companies, Instagram, the mobile photo and video sharing social media app, has finally opened up its advertising program to companies around the world.


Like any other advertising platform, it’s important to know the fundamentals of what the platform has to offer. Understanding its audience, ad types offered, and what goals can be achieved with Instagram is necessary to find success.

November 4, 2015: marketing, sales, sales enablementThe “2015 State of Pipeline Marketing” report from Bizible shed light on exactly how B2B marketers are aligning with sales to drive revenue. We had an opportunity to discuss the findings of the piece with Dave Rigotti, the director of marketing at Bizible.


Dave Rigotti: “The full report is about the state of content marketing. It’s about focusing less on lead generation and more on the outcome of the marketing, which is business and revenue. The more revenue-focused you are as a marketer, the more aligned you are with sales. It makes a lot of sense when you say it out loud, but it’s surprising that there are still people who feel like they aren’t aligned at all with sales.”

November 3, 2015: Lately, there has been a bit of discussion within the SEO industry around the idea of keywords and whether or not they still matter.

To me, this is silly. When you are talking about search, of course keywords still matter. People use words to search!

However, the idea that we can look at keywords the same way we always have is even sillier. After all, people are searching differently than they were five years ago. There’s mobile, there’s voice, and even the number of terms we use to search has changed.

Blue Nile KW Data

Image: Blue Nile Research

But while the idea of keywords for SEO has changed, it doesn’t mean keywords don’t matter to your website and that you don’t need to understand how your users are searching.

Which brings me to the point of this post: How to generate new keyword ideas.

October 29, 2015: As the weather gets colder and I settle back into my familiar pattern of staying inside and watching lots of TV, I find I’m drawn to hospital dramas. Not because they’re particularly good or anything – but because they’re on.

These days, reattaching limbs, pulling patients out of the wreckage of a car crash, and cutting lvad wires are things that hardly seem out of the ordinary.

It was, in fact, while watching doctors charge the defibrillation paddles and bring patients spluttering and coughing back to life that I came up with the idea for this blog post: breathing new life into an existing content marketing strategy.

What I mean by that is this: If you feel your writing has gotten stale or you’re stuck reinventing the wheel, it’s always a good idea to go back, take a look at what’s working (and what isn’t), and make a fresh start.

Let’s take a look at 5 writing hacks and explore how they can resuscitate your content marketing initiatives – CLEAR!

October 27, 2015: target,business concept,vector,illustration.“Without a strategy, marketing is just stuff. The world has enough stuff, be intentional.”

I recently read this quote from Kurt Uhlir, and couldn’t agree more. As a marketer, before you can even think about a successful strategy, you must first identify and fully understand the target audience.

Without a clear understanding of who it is you’re selling to, your marketing team’s initiatives will likely be released into a deep abyss of information, and turn into “stuff,” especially online. However, most marketers will agree understanding today’s audience is easier said than done.

October 22, 2015: As the popularity of content marketing continues to grow, its misconceptions about what works and what doesn’t also continues to increase. Many marketers and business owners believe that any piece of content is better than none, but as more and more people become dependent on the web for great content and news, we’ve learned that that isn’t always the case.

Below are some of the major misconceptions about content that B2B marketers need to focus on when shaping their content strategy for the next month, quarter, or even year.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

Alexis Karlin

"Working with KoMarketing was more like a partnership as supposed to just another consulting project. We learned a lot from KoMarketing, while excelling in all aspects of SEO for our website. If your looking for a hard working, dedicated team, KoMarketing is a partnership you won't regret." - Alexis Karlin, Digital Marketing Specialist Neolane (Acquired by Adobe)

Subscribe to our free quarterly newsletter to get the latest recommendations for B2B SEO, PPC and social media marketing: