blog-photo17

Social Media

by Business

Social Media Tips for the B2B IT Channel and How to Make It Easy for Your Team

Social media in B2B IT isn’t about going viral. It’s about building credibility, staying top of mind, and creating connections that lead to business.

The good news? You don’t need to spend hours a day making an impact. With a focused approach, you can establish authority, engage prospects, and motivate your employees without overwhelming them.

The Best Platforms for B2B IT Marketing

Not all social platforms are created equal for B2B. Here’s where IT channel companies see the best engagement and ROI:

LinkedIn: The B2B Powerhouse

  • Ideal for thought leadership, industry news, and direct engagement with decision-makers.
  • Best for posting expert insights, participating in LinkedIn groups, and running targeted ads.
  • Pro Tip: Encourage execs and SMEs to share personal takes on industry trends. These posts outperform generic company updates by 5–7x.

Twitter (X): The Industry News Hub

  • Great for real-time discussions, event engagement, and sharing quick insights.
  • Best for participating in tech conversations, following industry leaders, and live-tweeting events.
  • Pro Tip: Use industry hashtags like #CyberSecurity, #CloudComputing, or #B2BMarketing to expand reach.

YouTube and LinkedIn Video: The Trust Builders

  • Video content is 5x more engaging than text-based posts.
  • Best for customer testimonials, behind-the-scenes insights, and product/service overviews.
  • Pro Tip: Shorter is better—keep videos under 90 seconds for social engagement.

Reddit & IT-Focused Communities: The Underrated Gems

  • Great for deep-dive discussions and answering technical questions.
  • Best for engaging in r/sysadmin, r/cybersecurity, or industry Slack groups.
  • Pro Tip: No selling—just helpful, non-promotional engagement wins trust.

How to Make Social Media Easy for Your Team

Your employees aren’t marketers, and “just re-post this” isn’t enough guidance. Here’s how to empower them without overwhelming them:

1. Give Them Pre-Written Snippets

Instead of saying “Share this,” provide two or three short post options they can copy, tweak, and post in their own voice.

Example: Instead of just sharing a blog link, provide an intro like:
“Struggling with outdated data? We just published a guide on how to fix data decay and improve sales efficiency. Check it out here: [link]”

2. Make It a Habit, Not a Chore

  • Create a simple posting schedule—one post a week is enough to build momentum.
  • Set up a private Slack or Teams channel where employees can grab easy-to-share content.
  • Pro Tip: Recognize and celebrate employees who engage—shoutouts make a big difference!

3. Use Video Without the Hassle

  • Encourage employees to record quick insights or customer highlights via Zoom or an iPhone.
  • Keep it simple: “What’s one common IT challenge you solved this week?”
  • Easy Video Ideas:
    • 30-second “hot take” on an industry trend
    • 1-minute “quick win” customer success story
    • Behind the scenes at a tech event

B2B Social Media Doesn’t Have to Be Hard

A focused approach beats random posting. If your company and employees:

  • Pick the right platforms
    • Use simple, structured content strategies
    • Make social easy to engage with…

You’ll stay top of mind, build trust, and drive real engagement. Want help with a social media roadmap or engagement strategy? Let’s chat.

blog-photo15

Data Decay – Holding Up Sales

by Business

Is Your Data Decay Delaying Sales?

In the dynamic world of B2B sales, maintaining accurate and up-to-date data is crucial for success. However, data decay—the natural degradation of data quality over time—poses a significant challenge. Recent studies reveal that B2B contact data can decay at an alarming rate of up to 70.3% annually.1

Understanding Data Decay

Data decay occurs when the information in your database becomes outdated or incorrect due to various factors:

  • Job Changes: Professionals frequently change roles or companies, rendering existing contact details obsolete.
  • Company Dynamics: Mergers, acquisitions, rebranding, or relocations can alter company information.
  • Technological Shifts: Changes in communication preferences or platforms can make previous contact methods ineffective.

The Impact on Sales Teams

Outdated data can severely hinder sales performance with:

  • Wasted Efforts: Sales representatives may spend time pursuing leads with incorrect contact information, leading to frustration and inefficiency.
  • Missed Opportunities: Inaccurate data can cause missed follow-ups or connections with potential clients.
  • Damaged Reputation: Repeatedly pursuing outdated or incorrect contact information can harm your sales team members’ and your brand’s credibility.

Do You Have a Nasty Case of Data Decay?

Consider the following indicators:

  1. High Bounce Rates: An increase in email bounce rates may suggest that contact information is outdated.
  2. Declining Engagement: A noticeable drop in response rates could indicate that your messages aren’t reaching the intended audience.
  3. Inaccurate Reporting: Discrepancies in sales forecasts and actual outcomes might result from relying on outdated data.

Strategies to Prevent Data Decay

To mitigate the effects of data decay:

  • Regular Data Audits: Conduct routine checks to identify and update outdated or incorrect information.
  • Data Enrichment: Enhance your existing data by incorporating additional relevant information from reliable sources.
  • Automated Validation Tools: Utilize technology to automatically verify and update contact details.
  • Employee Training: Educate your team on the importance of data accuracy and establish protocols for data entry and maintenance.

By actively managing data decay, you can ensure that your sales team operates with accurate information, leading to improved efficiency and better sales outcomes.

1 forbes.com

blog-photo1

Get Prospects to Say Yes with a Good Case Study

by Digital Marketing

Get Prospects to Say Yes with a Good Case Study

In today’s fast-paced digital landscape, capturing and retaining your audience’s attention are  more challenging than ever. Case studies remain a powerful tool in B2B marketing, with 73% of B2B buyers finding them influential in purchasing decisions1.

To maximize their impact, it’s essential to create and promote case studies that are concise, engaging, and tailored to modern readers.

Best Practices for Crafting Compelling Case Studies

  1. Start with a Strong Headline: Use compelling data points in your headlines to immediately capture attention.
  2. Maintain a Clear Structure: Organize your case study with a logical flow: background, challenge, solution, and results.
  3. Leverage Customer Testimonials: Integrate direct quotes from clients to add authenticity and emotional appeal.
  4. Incorporate Visual Elements: Utilize data visualization to illustrate success metrics, making complex information digestible and engaging.  
  5. Highlight Key Results: Present clear, concise outcomes that demonstrate the tangible benefits of your solution.

Effective Strategies for Promoting Case Studies:

  • Website Integration: Feature case studies prominently on your home page and create a dedicated section for easy access.
  • Social Media Sharing: Share snippets and visuals from your case studies across platforms to reach a broader audience.
  • Email Campaigns: Incorporate case studies into newsletters and targeted emails to nurture leads.
  • Sales Enablement: Equip your sales team with case studies to provide prospects with real-world examples of success.

By using these best practices and positioning case studies strategically, your content will resonate with today’s buyers and effectively showcase your value proposition. As part of a holistic marketing approach, your case studies can also move your prospects toward a purchase.

techstiks.com

blog-photo12

ABM Suspects Prospects Customers

by Business

Suspects, Prospects, and Customers: Unlock ABM’s Full Potential

With constant change and technological advancements in the digital world, Account-Based Marketing (ABM) is more relevant than ever for marketers. Here’s why: 

  • Data-Driven Insights: Accurate and up-to-date data is crucial for creating highly targeted campaigns. Data is the lifeblood of ABM. With accurate and up-to-date data, you can create highly targeted campaigns that resonate with your audience. Regularly refreshing your contact database ensures that your marketing efforts are always on point. 
  • Sales and Marketing Alignment: ABM requires seamless collaboration between Sales and Marketing teams. Aligning Sales and Marketing is crucial for ABM success. These teams often have different goals, but ABM requires them to work together seamlessly. By sharing data and insights, they can create a unified strategy that drives results. 
  • Personalization at Scale: Treat each account as a market of one, creating personalized content and experiences that speak directly to each account’s needs and pain points. This makes your prospects and customers feel valued and understood. 
  • Technology Integration: Technology plays a vital role in ABM. From CRM systems to marketing automation tools, the right technology helps manage and analyze data, automate workflows, and measure campaign success. Investing in the right tools is essential for any successful ABM strategy. 
  • Human Touch: While ABM is data-driven, it’s important to maintain a human touch. Adding humor and personality to your communications can make your brand more relatable and memorable. Just keep it professional and aligned with your brand voice. 

Let’s Chat 

Ready to transform your marketing strategy with ABM? Let’s chat! Our experts can help you create a data-driven, personalized ABM strategy that drives engagement and conversions. Don’t let your valuable customer data slip through the cracks—unlock its full potential. Contact us today!

blog-photo11

Analyst-Led Webinars

by Digital Marketing

Recast Recorded Content to New Audiences with Analyst-Led Webinars

Staying ahead in marketing requires innovative strategies that maximize the value of your existing content. One such strategy is repurposing your recorded content to reach new audiences during analyst-led webinars.  

Why Analyst-Led Webinars? 

Analyst-led webinars offer a unique blend of credibility, engagement, and lead generation. Here’s how they can benefit your marketing strategy: 

1. Credibility and Authority 

Analysts bring a wealth of knowledge and industry expertise to any event. Their insights and analysis will add a layer of credibility to your content, making it more appealing. When our analyst introduces your recorded content, it signals to the audience that the information is valuable and trustworthy. 

2. Engagement and Interaction 

Live audience Q&A sessions during webinars provide an opportunity for real-time interaction. Attendees can ask you questions, share their thoughts, and engage directly with the analyst and you and your brand. This level of interaction fosters a deeper connection and enhances their overall experience. 

3. Lead Generation and Qualification 

Analyst-led webinars are powerful tools for lead generation. Here’s how they work: 

  • Lead Gen and Analyst-Led Intros: Analysts introduce your recorded content, setting the stage for a compelling presentation. 
  • Event Day Live Audience Q&A Support: Engage with your audience in real-time, addressing their questions and concerns. 
  • Post-Event Leads: Capture leads from event day attendees, engagements, and additional content syndication. These leads are further qualified as BANT (Budget, Authority, Need, Timeline) “MQL+” leads, ensuring high-quality prospects for your sales team. 

Our Audience and Reach 

Our loyal audience of over 2 million IT professionals, ranging from C-level executives to management, subscribes to our content and webinar series. By leveraging our platform, you can tap into this extensive network and reach a large and highly targeted audience. 

Flexible and Cost-Effective Options 

We understand that budget constraints are a reality for many marketing teams. That’s why we offer lead and demand generation options that fit your budget, with a pay-for-performance rate model. Additionally, we provide guaranteed lead targets to ensure that you achieve your marketing goals. 

Ready to Get Started? 

Recasting your 2024 recorded content through analyst-led webinars is a strategic move that can drive significant results for your marketing efforts. If you’re ready to learn more or get started, let’s connect and explore how we can help you achieve your goals. Contact us today! 

 

blog-photo8

Project and Account Management

by Business

The Dynamic Duo: Effective Project and Account Management in Marketing

In a marketing agency, success is built on creativity, strategy, and—most importantly—efficient management. Enter the dynamic duo: project management and account management. These two roles may seem distinct, but when they work in harmony, they’re unstoppable. 

Before diving into how to master both, let’s clarify the difference. Project management focuses on planning, executing, and closing projects on time and within budget. Account management acts as the client’s primary point of contact, building relationships and ensuring satisfaction. 

While project managers keep campaigns on track, account managers ensure that the client’s vision aligns with the agency’s efforts. It’s a balancing act that requires clear communication and strategic coordination. 

Why You Need Both in Your Marketing Agency 

Imagine launching a complex digital campaign without someone to manage tasks and timelines. Now picture the same project without client feedback. Disaster, right? Combining strong project management with effective account management ensures that: 

  • Clients feel valued and heard. 
  • Projects stay on schedule and within scope. 
  • Teams are aligned and motivated. 
  • Campaigns meet client expectations without compromising quality. 

Tips for Balancing Project and Account Management 

  1. Build a Strong Bridge Between Teams: Foster collaboration between project managers and account managers. Regular syncs ensure that everyone understands client expectations and project progress. 
  1. Set Clear Boundaries: While collaboration is key, roles should be distinct. Project managers focus on timelines and deliverables, while account managers handle client communication and feedback. 
  1. Use the Right Tools: Tools like Asana, Trello, and Slack help both roles stay organized and aligned. Use shared boards to track progress and client updates in real-time. 
  1. Prioritize Client Communication: Account managers should always be in the loop about project developments. This proactive approach minimizes surprises and keeps clients happy. 
  1. Celebrate Collaboration Wins: Highlight instances where project and account management worked seamlessly together. Celebrating these successes fosters a culture of teamwork. 

Seek a Harmonious Partnership 

In a marketing agency, project and account management are like the left and right hands of a creative powerhouse. When they work together, campaigns not only succeed, but also thrive. By fostering collaboration, setting clear roles, and prioritizing communication, your agency can deliver exceptional results, time after time. 

We are all about harmonious partnerships, even with other agencies. In fact, we have some amazing specializations that might just align with yours. Curious about exploring an agency-to-agency relationship? We’d love to hear what you have in mind. Reach out and get in touch! Contact us today. 

blog-photo14

Customer Wins

by Digital Marketing

Customer Wins: Your Most Powerful Marketing Asset


Want instant credibility? Showcase your customer wins.

Sharing success stories is one of the most cost-effective, high-impact ways to build trust and influence prospects. And today, promoting customer wins is easier, faster, and more engaging than ever before.

Why Customer Wins and Testimonials Work

  • 73% of B2B buyers rely on case studies to make purchasing decisions.1 Forbes
  • 66% of decision-makers feel that vendor content is biased and lacks objectivity, indicating a preference for more authentic, proof-based content.2 Genius Drive
  • 65% of B2B buyers prefer content that is less salesy, emphasizing the need for straightforward, value-driven information.3 Green Leads
  • Video testimonials increase conversion rates by up to 80%. (HubSpot)

How to Make Customer Wins Work for You – Keep It Simple, Keep It Moving

Gone are the days of $20K+ video productions. You don’t need a Hollywood budget—you need a great story and a simple way to tell it.

✔ Quick Wins Video Series – Record customer testimonials using Zoom, Teams, or even an iPhone. Keep them short (under 90 seconds).
✔ Social Media Snippets – Pull 10- to 15-second soundbites and overlay key takeaways as text.
✔ Selfie Success Stories – Ask customers to record a selfie-style testimonial answering: “What problem did we solve for you?”

Pro Tip: Use AI-powered video editing tools like Descript or CapCut to clean up, caption, and polish clips instantly.

Customer Wins = Sales Fuel

  • They build trust. Nothing is more powerful than real customer proof.
  • They shorten sales cycles. Decision-makers want to see how others succeed before committing.
  • They drive engagement. Video testimonials get more shares and clicks than traditional case studies.

Make It Easy for Sales to Share

Your sales team is busy closing deals. Make it effortless for them to use customer wins.

✔ Embed testimonials into sales decks – A quick 30-second customer clip is more persuasive than slides of stats.
✔ Auto-attach case studies to follow-ups – Set up email sequences that include customer stories at the right stage.
✔ Use video testimonials in LinkedIn messages – Personalized outreach with a quick customer win video increases response rates.

Pro Tip: Sales reps can record quick “Why It Works” clips to introduce customer stories in a more engaging way.

Turn Testimonials into Engaging Content

Customer success stories shouldn’t live in a PDF graveyard. Repurpose them across formats to maximize reach.

✔ Podcast-Style Testimonials – Interview customers on a short, 5-minute audio Q&A and share it on LinkedIn.
✔ Interactive Case Studies – Use tools like Turtl or Foleon to turn static case studies into engaging, clickable stories.
✔ TikTok/Reels-Style Edits – Speed up video clips, add captions, and format them for social feeds.

Pro Tip: Use AI voiceovers to narrate key takeaways from customer wins and make them sound polished with minimal effort. Ready to turn customer wins into real marketing impact? Let’s talk.

blog-photo7

Experiential Marketing

by Digital Marketing

Sip, Savor, and Stand Out: How to Create Experiences Your Prospects Won’t Forget

In a world overflowing with email blasts and digital ads, making real connections with your audience takes more than clever copy—it takes experiences. That’s where experiential marketing comes in. 

Whether it’s a virtual wine tasting from the comfort of home or an unforgettable night at a rooftop venue with skyline views, the best brands know that experiences sell better than pitches. And when you pair those experiences with personalized giveaways? Now you’re not just marketing—you’re making memories. 

Virtual Tastings, Real Connections 

Think virtual events are too impersonal? Think again. A thoughtfully curated beer or wine tasting, complete with shipped kits and a live expert host, instantly turns a screen into a sensory experience. Your prospects aren’t just attending a webinar—they’re sharing a toast with your brand. 

The secret sauce? Personal touches. Include a branded tasting guide, custom glassware, or even a handwritten note. Suddenly, prospects see you as a host, a guide, a partner. Nothing says “we see you” like a well-crafted, personalized gift. These giveaways are more than swag. They’re a continuation of the experience. 

The more tailored, the more memorable. And memorable moments are what drive brand loyalty and word-of-mouth magic. 

Live Events at Cool Venues = Instant Brand Energy 

There’s something electric about a great live event. The music, the lighting, the vibe—it’s not just a gathering, it’s an impression. Hosting events at stylish, on-brand venues shows your audience who you are without saying a word. It’s storytelling without the slides. 

Plus, people remember where they felt something. When your brand becomes associated with laughter, good conversation, and a killer view, you’ve made a lasting impression. 

Why It Works 

Experiential marketing isn’t about showing your product, it’s about showing who you are. 
It builds trust. It sparks conversation. It makes people feel something. 

Your prospects aren’t craving another slide deck. They want stories. They want connection. They want experiences that feel like more than just business pitches. 

So, whether you’re popping bottles on Zoom or raising glasses under string lights, remember this: Experiences are the new marketing—and your brand deserves a place at the table. 

Our experts have created memorable experiences that generate business for clients like Cisco, ThousandEyes, and Comcast for over 20 years. Contact us to discuss creating your next memorable prospect or customer experience and how our experienced team can help!  

blog-photo18

The Power of Nurture Marketing

by BusinessDigital Marketing

Building Relationships That Last

Founded in the 1980s by marketing visionary Jim Cecil, the concept of nurture marketing is more than a strategy—it’s a mindset. It’s about building lasting customer relationships, not just chasing the next sale. It’s also in our name!

What Is Nurture Marketing?

Nurture marketing is the art of building trust over time. It focuses on consistent, personalized engagement that keeps your brand top of mind until a prospect is ready to buy.

Why It Works

Relationships Over Transactions – Customers buy from brands they trust.
Timely & Relevant Engagement – You stay in front of prospects with the right message at the right time.
Multi-Touch Approach – No single email or ad closes a deal—consistent, valuable interactions do.
Marketing + Sales Alignment – Supports the entire buyer journey, from awareness to decision.

The Core Principles of Nurture Marketing

1. Make It Personal
Every interaction should feel relevant and valuable to your audience. One-size-fits-all marketing doesn’t work. Tailored messaging does.

✔ Example: Instead of sending generic marketing emails, personalize them based on a prospect’s industry, previous interactions, or pain points. For instance, a cybersecurity company could send targeted content about ransomware threats to financial industry prospects. They could then invite those prospects to a webinar on a similar topic.

2. Build Trust Over Time
Nurture relationships by offering helpful insights, solving problems, and staying engaged—even when prospects are not ready to buy.

✔ Example: A technology reseller can share case studies, industry insights, or thought leadership content over several months, reinforcing expertise before having a conversation and finally pitching a solution.

3. Be Consistent, Not Pushy
The key to effective nurturing is staying present without overwhelming your audience. The right cadence matters.

✔ Example: Instead of drowning prospects in weekly sales emails, create a nurture sequence that spreads touchpoints out over 90 days. Start with an educational blog post, followed by a webinar invite, and later a free assessment offer.

4. Use Good Contact Data to Stay Relevant
A clean, enriched database ensures that you’re targeting the right people with the right message at the right time.

✔ Example: Clean and segment your database so that your outreach is highly targeted. If a company showed interest in cloud security 6 months ago, re-engage them with an updated white paper or success story relevant to that topic and see if they open, click, and/or download.

5. Align Sales and Marketing
Nurture marketing bridges the gap between marketing efforts and sales conversations, making it easier for teams to convert leads into customers.

✔ Example: Marketing generates leads, but sales teams need to know when and how to follow up. Set up an automated alert system that notifies sales reps when a lead engages with key content, like attending a webinar or downloading an eBook.

6. Automate Without Losing the Human Touch
Technology helps scale your outreach, but personalization and human connection should never be lost.

✔ Example: Use marketing automation for efficiency, but always leave room for personal outreach. After a prospect downloads a report, follow up with a personalized email from a sales rep instead of just another automated message from a general email address. If the prospect responds, have a conversation first before asking for anything other than a chat.

7. Deliver Value at Every Step
Each touchpoint should give the prospect something useful—insights, tools, or solutions that reinforce your expertise.

✔ Example: Every interaction should leave the prospect feeling like they are better off. Instead of just sending promotional emails, provide useful tools like an ROI calculator, a step-by-step guide, or an exclusive invite to an expert panel discussion.

Why It Matters Today

In today’s digital world, where buyers are inundated with content, nurture marketing stands out by creating meaningful, sustained engagement. It’s not just about marketing—it’s about building relationships that lead to long-term success. Want to put nurture marketing into action? Let’s talk.

blog-photo19

Hybrid Events

by BusinessDigital Marketing

How to Make Hybrid Events Work Without the Tech Headaches

Hybrid events—where in-person meets virtual—may sound simple, but they require serious planning. The best hybrid events seamlessly connect both in-person and virtual audiences, ensuring that no one feels like a second-class attendee.

The Secret to Hybrid Success? Plan for Two Unique Experiences

Hybrid events fail when the virtual audience feels like an afterthought. Avoid that by designing a dual-track experience where both groups stay engaged.

For In-Person Attendees

  • Create interactive networking spaces (not just a lecture hall).
  •  Use real-time engagement tools for interaction with remote attendees.
  • Give them something worth showing up for—like demos, hands-on activities, and VIP perks.

For Virtual Attendees

  • Provide a dedicated virtual host who keeps them engaged, not just an untended live stream.
  • Set up a chat-based Q&A moderator so that remote questions are answered quickly.
  • Offer exclusive content, like bonus interviews, behind-the-scenes footage, etc.

The Right Tech Makes or Breaks It

  • Use multiple cameras and high-quality audio—one static webcam won’t cut it.
  • Have real-time polls and chat integration so that both groups interact.
  • Invest in interactive platforms like ON24, Hopin, or Bizzabo—not just Zoom.

Hybrid = The Best of Both Worlds When done right, hybrid events expand reach, increase engagement, and give attendees options. Want to make sure yours runs smoothly? Let’s chat.