GUIDES

To succeed in business, you need to perform a hat trick. First, you need to develop a solution that solves a problem, whether it be a product or a service. Then, you must go where the people who need your solution convene. And as if that isn’t an undertaking on its own, true art lies in differentiating yourself from competitors.

Market segmentation is a crucial move in achieving these goals. By dividing your audiences effectively, you can accurately identify, target, and reach your customers and tailor your messaging to resonate with different tiered accounts. This guide will show you how to understand your customer base, their nuances, and ultimately, how to develop an innovative strategy.

Parceling the B2B market means finding leads with similar traits, needs, and behaviors. Understanding these demographic factions helps businesses connect with potential customers, prioritize resources, tailor messages, develop products, and adjust sales processes. If you don’t partition your market, you risk treating everyone equally. That might work for bots but not for real people. Ignoring the imperative of dividing your audience into manageable sections means your marketing probably won’t connect well with anyone because what is marketing if not segmentation? Regardless, there’s no one-size-fits-all approach to separating different groups from your audience. Read on as we explore market segmentation in more detail, along with all its benefits.

The sales funnel is a fundamental marketing strategy that doesn’t fully address buyer behavior. The “dark funnel” is a new approach focused on tracking undetected customer behavior, and prioritizing client satisfaction.

In B2B marketing, the dark funnel refers to all those hidden activities that happen outside traditional tracking. These include private conversations, incognito browsing, or word-of-mouth referrals that never appear in analytics dashboards. For marketers, ignoring these invisible interactions means overlooking significant buyer intent signals that could shape strategy.

Unlike the traditional funnel, which emphasizes visible stages like awareness, consideration, and purchase, the dark funnel captures behaviors that influence decisions before prospects ever engage directly with your brand. Social media mentions in private groups, discussions within buying committees, and peer recommendations are powerful but nearly impossible to measure. Recognizing their role helps marketers refine their approach and avoid relying solely on last-touch attribution models.

To shed light on this hidden pipeline, B2B companies can leverage intent data, implement user-friendly share tracking tools, and conduct customer surveys to uncover referral sources. Pairing these insights with closed-loop reporting enables teams to connect early engagement with measurable outcomes.

Ultimately, the goal is not to eliminate the dark funnel—it cannot be fully tracked—but to understand its influence and adapt strategies accordingly. By embracing its complexity, businesses can improve personalization, strengthen account-based marketing, and ensure a more consistent buyer journey that builds trust long before prospects reach the purchase stage.

Understanding and meeting consumers’ preferences and interests is the base of a successful business. Honest advertising increases consumers’ engagement and loyalty to your brand.

Every business needs clientele to buy its products or hire its services. However, the issue of finding and then reaching out to an audience, let alone keeping people engaged long enough for them to become your customers, is an art form in and of itself. That is why collecting data surrounding these processes has become a science for marketers in the prospect-nurturing business.

Understanding what, when, and how buyers want their journey to look like is crucial for a revenue strategy. Lead intelligence focuses on details like buyer persona, marketing segmentation, customer intent, lead scoring, and behavioral data points for each potential account or group of accounts. Keep in mind that aligning marketing and sales plays a crucial role in gathering, cultivating, and analyzing these data pools. 

Understanding lead intelligence is essential for maximizing ROI by targeting promising prospects and improving customer acquisition and retention. Implementing effective strategies means relentlessly testing ideas, fostering transparency, keeping track of campaign reports, and ensuring you nurture a data-driven culture.

Harness insights, incite collaboration, and embrace innovation, and you will be on track for intelligence mastery. It’s about leveraging information to shape impactful blueprints and propel organizational growth. Running campaigns to gather information about potential customers at every stage of the sales process propels you toward higher ROI. Lastly, by tailoring your messages to reflect your prospects’ challenges, you chart the course for your company’s bright and long-lasting future.

Read on to learn how to start using lead intelligence at your company in 5 simple steps.

The B2B buying process has evolved, and buyers no longer want to feel like they are being pushed through a sales funnel. Procurement groups have expanded and have more stakeholders, and those members usually do a lot of research before they start reaching out to a business. As these changes are happening all at once, stakeholders must elevate their marketing strategies to new levels. 

That means they must creatively develop new ways to influence shopping decisions and find new methods to leave the old content distribution tactics in the dust. Even if many visitors click on your webpage and view your product for a while, it doesn’t mean that they really want to buy from you. It all boils down to finding innovative ways to determine, track, and measure intent.

Because the only real sign of intent is when a buyer asks for a product demonstration or has more in-depth questions about your service. Does your top of the funnel support the middle and bottom of the funnel? How do you guide potential clients with ease down the purchasing journey, instead of pulling them by their sleeves? The answers to all your doubts are hidden in expertly done demand generation. 

So read on to learn the precise steps to take, and examples of attracting and converting quality leads using marketing outreach in the TOFU stage.

In today’s competitive landscape, the synergy between demand generation and performance marketing has emerged as a driving force behind successful revenue-focused strategies. By blending the relationship-building prowess of demand generation with the precision of performance marketing, organizations can forge a dynamic revenue-centric approach that fuels customer engagement, conversions, and sustainable business growth.

To master this integration, businesses must focus on five interconnected steps that form the foundation of revenue marketing success. The first step is alignment and collaboration, where demand generation and performance marketing teams synchronize goals, share insights, and create a unified customer journey. From there, audience segmentation ensures that messaging is personalized and relevant, drawing on demand generation insights to inform precise performance marketing actions.

The third step is multi-touch campaigns, designed to guide prospects seamlessly from awareness to conversion through orchestrated touchpoints. This is reinforced by data integration and analysis, where unified data frameworks provide a holistic view of customer behavior and enable smarter optimization. Finally, continuous optimization ensures marketing strategies remain agile, adapting to shifting market dynamics and evolving customer needs.

Together, these steps transform marketing into a revenue engine that not only delivers immediate results but also establishes a framework for long-term growth. By uniting demand generation’s ability to build trust with performance marketing’s focus on measurable outcomes, organizations position themselves to achieve sustainable success and strengthen customer relationships in a competitive marketplace.

In today’s data-rich digital landscape, businesses have access to a wealth of information that can significantly impact their marketing efforts. A data-driven marketing strategy is a powerful tool that allows companies to make informed decisions, optimize campaigns, and drive meaningful results. By harnessing the insights hidden within customer interactions, behavioral data, and performance metrics, organizations can build strategies that are both targeted and adaptable, ensuring that every initiative is guided by measurable outcomes rather than assumptions.

This whitepaper explores the essential steps in creating a truly data-driven marketing approach. It begins with defining clear objectives and aligning them with key performance indicators that serve as benchmarks for success. From there, businesses are guided through the process of collecting and analyzing relevant data across multiple touchpoints, enabling a deeper understanding of customer preferences and behaviors. With this foundation, companies can segment audiences more effectively, personalize campaigns, and deliver tailored experiences that foster stronger engagement and loyalty.

The strategy also emphasizes the importance of continuous testing, optimization, and the adoption of automation and AI tools to streamline processes, scale insights, and predict future trends. Ultimately, the paper highlights how cultivating a culture of data-driven decision-making empowers organizations to enhance efficiency, increase impact, and achieve sustainable growth in an ever-evolving marketplace.

Marketers, content creators, and small business owners spend a lot of time meticulously crafting their marketing materials. Imagine holding that excellent piece of content marketing that will enhance your digital metrics and ROI in your hands, but there is one problem…

Visibility. The nemesis of all marketing initiatives.

No matter how much effort your marketing teams put into creating insightful blog posts, infographics, whitepapers, landing pages, and more, the end goal of any marketing strategy lies in making sure your content is visible and engaging.

However, the B2B landscape is becoming increasingly complex. In the last two years, we saw social media average reach rates plummet, and the trend continued through 2023 and into 2024. In 2022, Instagram’s numbers dropped to 9.34%, while Facebook users reported a decrease to 4.32%, as recorded by Socialinsider. 

Whenever a brand struggles to reach out to its target audience and convert potential customers on social media or other platforms, there is a reason behind it, but just as well, there is a solution in front of it. For one, brands that are not relying on content activation are missing an essential step in their marketing campaigns that will help your content receive the attention it deserves. Let’s explore the concept of content activation and explore efficient implementations.

In the realm of demand generation and performance marketing, the right vendor can make all the difference. Selecting a partner that can provide consistent support throughout every stage of the funnel is crucial for driving success and achieving optimal results. In this whitepaper, we will explore why it is important to work with the right vendor who can deliver effective demand generation and performance marketing strategies as a true partner, ensuring success at every critical juncture of your marketing journey.

In the ever-evolving landscape of technology, Channel Partnerships stand as catalysts for growth. Whether you are a Value-Added Reseller (VAR) or a Managed Service Provider (MSP) providing comprehensive IT solutions, embracing the power of co-marketing ensures that channel partners can not only expand their businesses but also foster lasting relationships with satisfied clients.

Though, distinguishing between the roles of VARs and MSPs is crucial. VARs add value through product offerings, while MSPs focus on managing & optimizing the entire IT infrastructure. This distinction is vital for channel partners to understand where their strengths lie within the collaboration.

By dissecting the intricacies of co-marketing strategies, this guide empowers channel partners with the knowledge and tools necessary to navigate the dynamic world of lead generation, fostering a robust pipeline of leads.

For channel partners, be it VARs or MSPs, collaborations are not mere transactions but symbiotic relationships that foster mutual growth. Understanding the dynamics involves recognizing the shared goals, mutual benefits, and collaborative efforts that drive successful partnerships.

Lead generation emerges as the engine propelling collaborative channel partnerships forward. Whether you’re a VAR or an MSP, it’s not just about acquiring leads; it’s about nurturing them strategically to convert prospects into long-term, satisfied clients, solidifying your role in the technology ecosystem.

This comprehensive guide equips VARs and MSPs with the knowledge and strategies needed to unlock growth through collaborative lead generation.

In the competitive landscape of business, the ability to convert leads into closed deals is crucial for driving revenue and sustainable growth. However, not all leads are created equal. High-quality leads play a vital role in increasing conversion rates and boosting sales success.

High-quality leads differ from general inquiries because they show real intent and strong alignment with your target audience. These prospects often take meaningful actions such as downloading product guides, requesting demos, or actively engaging with your content. Their behavior signals genuine interest, making them far more likely to move forward in the sales process.

The impact of focusing on these leads is significant. Conversion rates improve as your sales team spends time with prospects who are ready to buy, reducing wasted effort and shortening the overall sales cycle. This efficiency not only accelerates deal closures but also allows your team to focus on building relationships and addressing specific pain points, creating a more personalized sales experience.

In addition, high-quality leads tend to align with your ideal customer profile, ensuring your value proposition resonates more effectively. Over time, these leads deliver more than immediate revenue—they often become long-term customers with higher lifetime value. They are also more likely to engage in repeat purchases, upsells, or referrals, multiplying the return on your investment.

Ultimately, prioritizing high-quality leads empowers businesses to close more deals, strengthen customer relationships, and create a sustainable path to growth.

Performance marketing has become an essential strategy for businesses looking to drive measurable results and maximize their return on investment. When it comes to the channel, implementing effective performance marketing strategies is crucial for success. From planning to execution, channel partners can leverage performance marketing to boost sales, increase brand visibility, and achieve their objectives.

This guide explores the full spectrum of performance marketing best practices designed to help channel organizations move beyond traditional promotional tactics and adopt data-driven approaches that deliver real impact. It emphasizes the importance of setting clear, measurable objectives that guide campaigns and ensure alignment with broader business goals. Understanding the target audience through research and buyer personas emerges as another critical factor, enabling partners to create highly personalized and resonant campaigns that drive engagement and conversions.

The discussion extends to selecting the right digital marketing channels—ranging from search and social media to email and content marketing—that maximize reach and effectiveness. The role of compelling, action-oriented content is highlighted as central to attracting attention and prompting decision-making, while conversion tracking, analytics, and ongoing optimization ensure campaigns remain efficient and cost-effective. Finally, the guide underscores the value of collaboration among vendors, partners, and internal stakeholders to amplify reach and accelerate results. By embracing these strategies, channel partners can unlock the full potential of performance marketing, achieve sustainable growth, and strengthen their competitive edge.

Demand generation is a crucial aspect of B2B marketing, and channel partners play a significant role in driving demand for your products or services. However, ensuring trackable performance in demand generation activities can be a challenge. It’s essential to have a clear understanding of where your leads are coming from and how they progress through the sales funnel.

To achieve this, the first step is defining clear lead tracking and attribution metrics. Establishing a consistent framework around lead sources, conversion rates, and revenue impact ensures that progress is measurable from the very first interaction.

Next, organizations must implement robust tracking systems. CRM platforms, marketing automation, and analytics tools enable accurate data capture and deeper visibility across the customer journey. When integrated with partner systems, these tools provide seamless, real-time tracking.

A well-structured lead handoff process is equally critical. Defining responsibilities between internal teams and channel partners helps eliminate confusion, reduces drop-offs, and ensures leads are acted on promptly.

To strengthen execution, training and resources should be provided. Educating partners on the importance of accurate lead capture and giving them access to standardized templates, playbooks, and reporting tools empowers them to contribute effectively.

Finally, creating a closed-loop reporting system ties marketing activities directly to sales outcomes. Regular performance reviews and open collaboration with partners enable continuous optimization, shared accountability, and stronger results.

By combining metrics, systems, and collaboration, businesses can transform demand generation into a measurable, scalable engine for growth.

Channel partners play a vital role in the success of many businesses, acting as an extension of your sales and marketing efforts. However, to truly maximize the potential of your channel partners, it’s essential to empower them with demand generation skills. By turning your channel partners into demand gen masters, you can create a powerful network of brand advocates and drive significant business growth. In this blog post, we will explore actionable strategies to transform your channel partners into demand generation masters.

The first step is providing comprehensive training. Equip partners with the knowledge and tools to execute demand generation strategies effectively. Training should cover audience segmentation, messaging, campaign execution, and analytics. Supplement these sessions with case studies, templates, and digital resources to build confidence and expertise.

Next, align goals and incentives to keep demand generation a top priority. Define KPIs around lead quality and conversion, then reward achievements with performance-based incentives. When partners see a direct benefit, they’re more motivated to deliver results.

Providing marketing resources—from brochures and white papers to ready-to-use content—empowers partners to promote your offerings consistently. Coupled with co-branded initiatives like webinars, events, or joint campaigns, these assets extend reach and credibility.

Finally, reinforce progress with collaboration, tracking, and support. Maintain open communication, monitor key performance metrics, and offer continuous feedback. Assigning account managers ensures partners have ongoing guidance and encouragement.

By investing in training, alignment, resources, and collaboration, you enable your partners to become skilled demand generators who fuel revenue growth while strengthening brand advocacy.

When it comes to demand generation, many businesses focus solely on attracting and nurturing customers. However, it’s equally important to recognize the power of demand generation in building and maintaining a strong partner network. By implementing effective demand generation programs tailored to your partners, you can strengthen relationships, drive mutual success, and unlock new growth opportunities.

This whitepaper explores how businesses can leverage demand generation to create a thriving partner ecosystem. It emphasizes the importance of understanding partner needs and objectives, establishing open communication, and aligning initiatives with their goals. By tailoring strategies to address specific challenges and audiences, organizations ensure that partners feel supported and equipped to succeed.

The resource highlights the impact of co-marketing initiatives such as joint campaigns, events, and co-branded content, which expand reach and amplify engagement. It also examines the value of marketing enablement tools, deal registration programs, and structured incentive models that motivate partners to actively generate leads and close opportunities.

Ongoing communication, shared learning opportunities, and collaborative forums are presented as key drivers of sustained engagement. Equally critical is measuring and optimizing program performance, tracking metrics that demonstrate partner contributions and guide future improvements.

By investing in demand generation tailored to partners, organizations can foster stronger relationships, enhance loyalty, and drive sustainable growth across the entire partner network.

Building long-lasting relationships with buyers is essential for boosting ROI, yet 61% of marketers say generating traffic and leads remains their biggest challenge. The buyer journey is rarely linear—90% of buyers revisit tasks multiple times before making a decision. This is why demand generation strategies must embrace an omnichannel approach, meeting buyers wherever they are in the process.

The foundation begins with understanding your audience. Research-driven personas combining demographic, psychographic, and behavioral insights provide the clarity needed to create content that resonates. Monitoring conversations across social platforms also reveals pain points in real time, allowing you to address what truly matters to prospects.

Once your audience is clear, content must align with every stage of the journey. Top-of-funnel leads respond to blog posts, podcasts, or videos, while mid-funnel prospects need case studies and whitepapers. At the bottom of the funnel, free trials, demos, and consultations become critical for conversion.

An omnichannel strategy ensures this content reaches buyers consistently across touchpoints—email, social media, targeted media campaigns, SEO, and syndication. Measuring engagement and optimizing based on data allows campaigns to stay effective.

Prioritization also matters. With fewer than 5% of leads in-market at a given time, lead scoring helps identify who is most likely to convert and prevents wasted effort.

Ultimately, lead nurturing delivers value at every step, building trust and driving up to 20% more sales compared to non-nurtured leads.

Only about 5% of leads are actively in the market at any given time. This means the vast majority need nurturing before they are ready to buy. Lead nurturing helps marketers educate, engage, and build trust with prospects across every stage of the buyer’s journey. By providing value long before a purchase decision, businesses can strengthen relationships and remain top of mind.

The process starts with delivering relevant content at the right time. Prospects may read case studies, skim blogs, or attend webinars more than once before deciding. Your job is to curate this experience and ensure your resources stand out. In doing so, nurturing also positions your brand as a thought leader, providing credible insights that address pain points and build authority.

Equally important is lead scoring, which helps prioritize high-value prospects and allocate resources effectively. With marketing automation, nurturing becomes scalable, allowing personalized engagement across multiple touchpoints. By segmenting campaigns, you can tailor messaging to industries, job roles, or buyer personas, improving campaign performance and generating stronger results.

Nurturing further enhances sales and marketing alignment, ensuring both teams collaborate on ideal customer profiles and value scoring. This synergy leads to better quality deals while conserving sales resources by focusing only on leads most likely to convert.

When implemented consistently, lead nurturing boosts ROI, shortens sales cycles, and builds the foundation for sustainable growth.