Double Shot: A B2B Marketing Blog

Website Redesign Tips: Indiana Jones and the Raiders of the Lost ROI

Undergoing a website redesign is an incredible adventure for any organization; if done right, however, the rewards are well worth the investment. At Espresso B2B, we believe that businesses should employ a design strategy that combines marketing efforts with top-notch design. When inbound marketing elements (search engine optimization, engaging content, call-to-action buttons, landing pages, etc.)...

ByShannon SweetserInLead Generation, Marketing Strategy, Website Design

5 Ghastly Habits a B2B Marketing Agency Can Help You Break

When you think of bad habits, what springs to mind? Smoking? Nail-biting? Overeating? These are just a few of the nasty habits that millions of individuals attempt to break every year, often spending a lot of money in the process. Businesses also suffer from their own vices which (left unchecked) can stifle the organization’s lead...

ByShannon SweetserInLanding Pages, Lead Generation, Pay Per Click, SEO, Social Media Marketing

PPC vs. SEO – Are you missing the opportunity SEO offers?

Pay per click advertising (PPC) has taken root in businesses large and small. This should come as no surprise to anyone who follows business news. Google’s recent quarterly revenues grew to $9 billion. Many business owners and managers are familiar with Google’s AdWords pay per click (PPC) search advertising service. But how many are familiar...

ByMark LennonInPay Per Click, SEO

Death of the Salesman?

I was recently running a lead nurturing workshop with a client and we were discussing the fact that buyers today progress through a significant portion of their buying cycle without engaging a sales person. Both CSO Insights and Sirius Decision recently found many buyers put off contacting a vendor until the latter part of the...

ByDave BrownInInbound Marketing, Lead Nurturing

A B2B marketing agency makes sense for small and mid-size companies

Modern marketing require a dizzying array of marketing skills. From strategy to execution, many skills are required by companies with a business-to-business (B2B) target market. Most small size companies have no one dedicated full time to marketing. Mid-size companies may have only 1-5 full-time resources in marketing. Even if you have a few people on...

ByMark LennonInMarketing Strategy

Ten Ways to Improve Your Website Grader Score

What is a Website Grader? Website Grader is a great tool created by HubSpot and is available at www.websitegrader.com. It evaluates a website’s “marketing effectiveness”. HubSpot compares the website to the millions of websites that it has evaluated and generates a website grade on the spot. The grade is between 1 and 100, with 100...

ByMark LennonInInbound Marketing, Website Design

Ten Can’t Miss Landing Page Optimization Tips

Here are ten can’t miss tips for landing page optimization. There are several types of landing pages, but for the purposes of this article, I’ll be addressing landing pages that are used to offer downloadable content, such as white papers. Landing pages are one of the basic building blocks of internet marketing. They are used to...

ByMark LennonInLanding Pages, Website Design

Go-To-Market Messaging – We Often Miss the Point When Talking With Buyers

You’re driving down a deserted road when your car hits a pothole and the engine cuts out. The car slowly rolls to a halt by the side of the road. You’re alone, there’s no cell phone reception and there’s no building for miles. You have the choice of trying to fix the problem or sitting...

ByDave BrownInContent Marketing, Go-to-Market Messaging

Seven Steps to Marketing Success – A Program for Content Marketing

A few years ago people noticed a fundamental shift in the way companies bought products and services. Gone are the days when cold calling to generate leads was effective. Gone too are traditional selling cycles where sales executives could orchestrate the whole process from first meeting to contract signing. The internet changed all that. Today...

ByDave BrownInContent Marketing, Inbound Marketing, Marketing Strategy

Using inbound marketing to lower lead generation costs

When I started my career in sales, the most common sales model was the lone direct sales person and their territory. Many long days were spent cold calling into the territory, trying to penetrate accounts. Later, it became more common to use inside sales teams (or outsourced telesales) to do the bulk of cold calling....

ByMark LennonInInbound Marketing, Lead Generation, Marketing Strategy

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