Chatbots based on generative artificial intelligence are ideal for optimising B2B marketing. Our advice is to carefully plan the rollout of GenAI tools in the corporate context. We provide tips on AI strategy, tool selection and risk management.

Generative Artificial Intelligence (GenAI) is a real all-round talent. There are a particularly large number of applications for the new technology in marketing – and one of the most exciting is strategy optimisation.

GenAI offers companies significant benefits. Marketing is one of the areas with the greatest potential. We explain here why GenAI has what it takes to become the new success formula for effective B2B marketing.

Are you constantly on the hunt for positive customer reviews? With a sophisticated lead scoring model in your CRM, you can really turn the tables! Distribute scores to your customers and evaluate them based on relevant criteria to determine their likelihood of buying.

Filtering out your next customers from the huge volume of leads is the high school of marketing. By implementing our tips and using a CRM system like HubSpot, it’s absolutely doable! Discover here how lead qualification works in practice.

Which marketing metrics are significant in inbound marketing and how can you best track them? We’ve compiled the top 11 metrics covering the most important goals in inbound marketing.

The idea is fantastic, the product is terrific, the feedback from all respondents is exuberant – it’s crystal clear that no one can go without your solutions. The whole world has been waiting for you. But have you ever asked the small software company or the garden tool manufacturer?

Are you contemplating using the HubSpot CRM platform to digitalise your marketing and sales processes? It’s a great idea, as HubSpot Marketing Hub and HubSpot Sales Hub enable you to solve lots of problems really easily.

Do you have a moment to answer three questions about your B2B social media strategy? Don’t worry, it won’t take long:

Before you found your first client, wrote your first inbound blog, or even got involved with marketing at all, you probably (hopefully!) had one very crucial understanding of how B2B content marketing works – to know what to market or how to do so, you had to know what kind of person you’re targeting. In other words, you had to identify your target market.

Extraordinary times call for extraordinary measures – this or something similar sounding could be the slogan for inbound marketing. The triumph of the social web has also brought about many changes in companies’ marketing approach. It was essential to recognise that the trends shifted away from classic push marketing and towards pull marketing and to implement this in the best way possible. The effect: companies are producing more and more high-quality and relevant content instead of relying solely on advertising messages with a high scatter effect.

New year, new brand? No. Because we've been looking at how we can weatherproof our company's brand identity for the future for quite some time.

With the level of greenhouse gas emissions skyrocketing and last year being the hottest year in recorded history, the severity of the climate crisis is unequivocal. Fortunately, there are people – and organisations – across the globe making great strides towards enabling a sustainable future. At the top of this list is CleanTech.

Creating a strong, successful marketing strategy is a big task for any company, and marketing a SaaS product is no exception. Whether a startup is launching its very first SaaS or is already well-versed in the development of several softwares, it will inevitably face the question of “how do I initiate a marketing plan that does my software justice?” – in fact, you’ve probably asked yourself that same question too.

Increasing brand awareness is no easy game – especially in the B2B space, where target audiences can be smaller and more niche.

So you’ve invested hundreds of hours into configuring HubSpot. You’re spending several hundreds of Euros on your HubSpot Marketing Hub or Sales Hub licenses every month – yet you’re still not getting the results you expect. Ask yourself:

For half a century, the best marketing and sales campaigns were much more art than science. Think of those memorable lines from the Mad Men era, like Clairol’s “Does she… or doesn’t she?” or Avis’s “We try harder.” Then there’s the brilliance of Frances Gerety’s line “A diamond is forever,” which arguably launched an entire industry in the United States. But then data revolutionized marketing, and now the best marketers are using analytics to drive each step of the buying process.

Many companies have integrated lead generation into their digital marketing strategy in the form of messaging apps and chatbots. Live chat allows you to establish an immediate proximity to your prospects online. Bots are suitable for much more than just responding to customer service inquiries.

Never before have there been so many opportunities to engage in learning online. From valuable conferences, seminars, courses, and other activities, there are endless possibilities of what information you can access with just the click of a button.

Search Engine Optimisation is changing every day and adapting to the newest trends in the world of digital marketing. So, it’s no surprise that SEO strategies are taking a new, fast-growing technology into account: the Internet of Things!

As the new decade settles down around us, the inbound marketing world is more abuzz than ever with the newest trends popping up left and right. From digital marketing geniuses to inbound novices and anything in between, there are conferences for everyone!

In the last several years, the inbound philosophy has taken the digital world by storm. People are ditching aggressive, impersonal strategies for a more personal and inviting approach, and with serious benefits.

Keyword research is one of the most critical elements of Search Engine Optimisation. It gives your SEO efforts a direction, drawing attention to those topics that are most popular amongst modern users.

By now, the concept of Search Engine Optimization is probably nothing new to you. With 80% of users ignoring paid ads, it’s more important than ever to organically up your ranking in Search Engine Results Pages (SERPs).

Day in and day out, more than five million blog posts are uploaded to the internet. With so much content being churned out by the second, producing something memorable is the only way for you to grab hold of potential visitors, prospects and leads.

Inbound Sales – a phrase that seems to be popping up on our screens more and more frequently. Whether you’ve had experience with it before or not, Inbound Sales is an emerging concept that is quickly gaining speed on its previous colleagues.

A fundamental component of Inbound Marketing, the determining factor in your presence on Search Engine Results Pages (SERPs), and the topic that seems to be on everyone’s lips: Search Engine Optimisation (SEO).

Inbound Marketing is taking the world by storm. But with so much complex terminology, it’s easy to fall behind. Worry not! Here are the 101 absolutely essential Inbound Marketing terms to add to your vocab ASAP.

If you regularly engage in inbound marketing and inbound sales, you will have certainly come across the flywheel before. The flywheel idea initiated by HubSpot raises the inbound methodology to a new level. It replaces the conventional sales funnel and creates the conditions for faster and more sustainable business growth.

So you are into social selling? You’ve been boasting about your social branding too, right? Trust us, if you could see our faces, you could see those emojis with hearts popping out of our eyes.

"What exactly is my audience looking for?" That's the million dollar question. Knowing exactly what your prospects want might sound like an impossible task, but there are a few key things you should be including in your content that are sure to boost your popularity.

The world of inbound marketing is fast-paced and constantly evolving. Those who want to participate and contribute are always looking for new methods and strategies being practiced in the industry. Reaching for a book – just like in college days – can be an essential part of this!

While it’s not a secret that keeping your audience engaged is the essential strategy to secure leads, how to capture their attention is not a straightforward task.

Pillar Content and Topic Clusters are the way to increase your organic search results and stand out from the crowd of other B2B companies.

Content Marketing has grown to be one of the most successful marketing strategies in recent years. However, the core principles of this philosophy may not immediately seem like the most straight-forward, especially when you’re dealing with B2B, or business-to-business, marketing.

B2C loves Instagram, small businesses swear on Facebook, e-commerce praises Pinterest, young entrepreneurs are obsessed with Snapchat, LinkedIn is made for B2B and no one expects anything from Twitter anymore? You’ve probably heard something similar from your marketing department or agency. Unfortunately, it’s wrong!

Somehow it’s already December, and whether it’s snowing where you live or sunny and warm, I’m sure we all can’t wait for a fresh start in 2019.

Are you an inbound marketing pro, or have you just started navigating the increasingly digitalised world of marketing? No matter your level of expertise – there’s a conference for you.

Traditional marketing strategies such as Outbound Marketing are having less and less of an impact in our modern society. Because people are constantly being bombarded by information – 510,000 comments are being posted and 293,000 statuses are being updated on Facebook in one minute alone – the marketing philosophies that worked in the past decades are starting to lose their magic.

The great promise of Social Selling is more sales and a more effective sales process. In this blog post you will learn about the specific benefits that Social Selling offers and why this sales strategy has become indispensable for many B2B companies.

Do you remember the enormous books from your college days? Can you still picture the extensive works with titles like "Everything You Need to Know About Marketing"? In the past, these were often our only references. Hard to imagine in a world where we've become so accustomed to the ultimate source of information: the internet.

How do other B2B companies use content marketing? There are a number of exciting studies from North American and German-speaking countries that address exactly this subject. In the following article, we give you an overview of the most important statistics in content marketing, which provide answers to the following questions:

The increasing digitalisation of our society not only presents enormous opportunities, it also poses major challenges, especially for B2B companies. More and more sales managers are seeing a significant decline in the effectiveness of traditional marketing. Conventional measures such as outbound campaigns, trade fair visits or PR campaigns are losing their promotional effect and they no longer lead to product sales as they once did.

Content marketing has become an integral part of the marketing mix: Around 89% of companies report that they implement content marketing measures. But which direction will content marketing take in 2018, and what changes lie ahead?

The familiar limit of 140 characters for messages on Twitter is a thing of the past. For marketers, the ability to publish 280-character texts presents a new challenge. If the previous character limit felt as natural as 10 results being displayed per page of search engine results, the new, double character limit takes just as much getting used to.