B2B Marketing Agency | Content Marketing Strategies | Lead Generation - A double shot of marketing: A B2B marketing blog.

What’s HubSpot’s Best Feature?

What’s HubSpot’s Best Feature?

HubSpot is at the heart of our marketing technology (martech) stack at Espresso. We started using HubSpot back in 2010 and became partners the same year. I was recently asked what was my favorite feature or capability in HubSpot. It’s a tough question, and initially…

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One SKILL every selling professional needs in 2018

One SKILL every selling professional needs in 2018

At the beginning of each New Year comes a rash of articles listing the essential tools, talents and resources needed to be successful in the coming year. This year was no different. One of the “prepare yourself for 2018” pieces I read outlined the 8…

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Sociography, influencer marketing and ABM – for full-on targeted engagement.

Sociography, influencer marketing and ABM – for full-on targeted engagement.

A few decades back (yes, I’ve been in this business a while) the sales execs at SAP (where I worked) talked about their “golf course lead” – which usually arrived on Monday morning. Way before the days of social media and internet marketing, one of…

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Three Reasons I’m Excited about Account-Based Advertising

Three Reasons I’m Excited about Account-Based Advertising

Several years ago, if you asked me about display advertising, I would have told you it was low on the list of my favorite lead generation strategies. Why? It was a spray-and-pray approach to marketing. Not at all well-targeted. Inefficient. Unpredictable in terms of lead…

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5 Ways to Improve Your Digital Marketing Programs

5 Ways to Improve Your Digital Marketing Programs

I’m often asked to give talks on digital marketing. At the beginning of each session I ask the audience to raise hands if they are delighted with their digital marketing programs. A hand or two may be seen, but not always – there are times…

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Personas – a third dimension brings buyers to life!

Personas – a third dimension brings buyers to life!

A while ago I ran a marketing program for a disaster recovery solution provider. These are the people who ensure your servers are up and running and your data remains secure. It was a multi-channel marketing strategy launched with a publication and promotion of an…

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Email Marketing – Lessons from a Japanese Garden

Email Marketing – Lessons from a Japanese Garden

Thinking about a Japanese garden brings images of simplicity, order and calm – a well-placed rock, a pool, a small grove of bamboo focuses the mind. To quote one authority on Japanese gardens, “The minimalist approach applies to all aspects of gardening. The overall design…

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Website design – what’s new!

Website design – what’s new!

“We want to redesign our website to make it look up to date. Can you help?” I’m sure that many marketing agencies hear this from time to time. We certainly do. Just like fashion, what’s considered “cool” in website design changes frequently. Apple and Salesforce…

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Why “THE WHY” matters when building go-to-market messages

Why “THE WHY” matters when building go-to-market messages

“All the great inspiring leaders and organizations in the world … all think, act and communicate in the exact same way, and it’s the complete opposite to everyone else.” So, starts a remarkable and thought-provoking TED talk given by Simon Sinek. As Sinek points out,…

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B2B PPC – The 10 Most Common Mistakes with AdWords Campaigns

B2B PPC – The 10 Most Common Mistakes with AdWords Campaigns

Google AdWords and other similar pay-per-click (PPC) advertising platforms can be a great way to generate leads for your business. Unfortunately, many businesses jump into AdWords with little or no training. The result is often a huge waste of money. It’s interesting to note, however,…

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