blog-photo13

Categorizing Contacts for Account-Based Marketing

by Digital Marketing

Unlocking Account-Based Management’s Full Potential

How Categorizing Suspects, Prospects, and Customers Strengthens Your Pipeline

Why Your Data Is Holding You Back

Your company’s most valuable assets aren’t just your products. They are also your relationships. But those relationships are only as strong as the contact data behind them.

  • B2B contact data decays at a rate of up to 70.3% annually.1
  • Only 50% of organizations trust their internal data.2

 Without clean, categorized, and nurtured data, your account-based marketing (ABM) strategy isn’t running at full potential.

Plus, 93% of B2B buyers want content with less of a sales pitch.3  That’s where nurture marketing (LINK TO The Power of Nurture Marketing blog) comes in—guiding each contact through the right content and touchpoints, at the right time. Nurture marketing is a big part of ABM.

Three Key Categories That Define Your Account Contacts (aka Audience)

1. Suspects → Cold Contacts with No Engagement

Who they are: People who fit your ideal customer profile (ICP) but haven’t engaged.

The risk: Without proper nurturing, these contacts will stay cold and irrelevant in your CRM.

How to nurture them:
✔ Educate – Share high-level industry insights, thought leadership, and relevant challenges.
✔ Stay visible – Engage via LinkedIn, targeted ads, and soft introductions before hard selling.
✔ Keep your contact data fresh – Regularly clean and enrich your database to avoid wasted efforts.

Data Decay Tip: If you haven’t verified a contact’s information in 12 months, they might as well be a ghost.

2. Prospects → Warm Leads Showing Interest

Who they are: These contacts have engaged with your brand—opened emails, attended webinars, or visited your website.

The risk: If you don’t nurture strategically, they could lose interest or move to a competitor.

How to nurture them:
✔ Provide value – Offer case studies (LINK TO Get Prospects to a Yes blog), industry reports, and solution briefs tailored to address their pain points.
✔ Personalize – Use purchase intent signals to segment prospects and deliver relevant messaging.
✔ Follow up smartly – Don’t bombard them; use a structured cadence of emails, ads, and other content.

Nurture Marketing Insight: The goal isn’t initially to sell—it’s to earn trust until they’re ready to buy.

3. Customers → Engaged Buyers Who Need Retention

Who they are: Clients who have already said “Yes”—but their journey with you isn’t over.

The risk: If they hear from you only when you want to sell something new, they’ll disengage.

How to nurture them:
✔ Keep them informed – Provide updates, exclusive insights, and value-added content.
✔ Showcase wins – Share customer success stories that validate their investment in your solution.
✔ Encourage advocacy – Turn them into champions through referral programs, testimonials, and reviews.

ABM Strategy Tip: The best new business opportunities often come from existing clients.

1 Forbes

2 Dun & Bradstreet

3 Forbes

blog-photo2

Before & After Effective Communication

by Digital Marketing

Attention spans are shorter, inboxes are fuller, and decision-makers are busier than ever. This means that communication isn’t just about looking good—it’s about making an impact, fast.

The Problem: When Form Gets in the Way of Function

A technology client recently came to us with a challenge. They had redesigned their newsletter—a primary channel for engaging hundreds of sales partners—but engagement was plummeting.

The issue? The visuals looked great, but the content wasn’t working. Readers struggled to navigate the email, key information was buried, and instead of driving action, it was causing frustration.

The Fix: Prioritizing Function, Not Just Design

Modern communication needs to be clear, scannable, and actionable. Here’s how we transformed their newsletter:

  • Less clutter, more clarity – We shortened the email, highlighting only the most critical details.
  • A better user journey – We created a microsite where all supporting details were well-organized and searchable.
  • Content that works for today’s reader – We optimized for mobile-first reading, making information easy to absorb at a glance.

The result? Increased engagement, better response rates, and a communication strategy that actually works.

The Takeaway: How to Communicate with Today’s Decision-Makers

What worked yesterday won’t work today. If you want your message to land, keep these best practices in mind:

✔ Brevity wins. Cut the fluff. Get to the point. If it takes too long to read, it won’t get read.
✔ Make it easy to scan. Use bullet points, headers, and bold text to guide attention.
✔ Think mobile-first. 80%+ of emails are read on mobile devices—if it’s not readable on a small screen, it’s already failing.
✔ Use layered communication. Give decision-makers the most important information first with an option for a deeper dive if they want more.
✔ Drive action. Every piece of communication should answer one question: What’s the next step?

Modern decision-makers don’t have time for noise. If your communication isn’t clear, direct, and engaging—it won’t work.

Does Your Communication Need a Refresh? If you’re looking to make your marketing, emails, or content more effective, let’s talk.

blog-photo3

Virtual Events That Don’t Suck

by Digital Marketing

Virtual events don’t have to be boring. They also don’t have to be just another Zoom where attendees mute themselves, turn off video, and half-listen while answering emails.

We believe that virtual events should be engaging, interactive, and fun. That’s why we are sharing a mix of best practices and creative engagement ideas to keep people hooked from start to finish.

How to Make Virtual Events Irresistible

1. Ditch the Slides, Start Conversations

    If you don’t need slides, don’t use them. Nothing kills engagement faster than a 45-minute PowerPoint. Instead:

    • Make it a roundtable discussion, not a lecture.
    • Use breakout rooms to foster networking & participation.
    • Run live polls, Q&A, and chat-based discussions.

    2. Get People Talking, Not Just Listening

    Virtual events shouldn’t feel like watching a webinar in the background. Keep attendees involved:

    • Start with an icebreaker (trivia, quick poll, or fun intro question).
    • Assign roles—”Ask Me Anything” moderators, chat facilitators, etc.
    • Let attendees contribute their own ideas, experiences, and insights.

    3. Add Some Fun (Yes, even in B2B!)

    Virtual doesn’t mean boring. The best events mix business with entertainment:

    Thrifty                                                  Bougie

    30 Second Dance Party               Live DJ sets before/after the session
    Recipe swap                                     Cooking demos with pro chefs
    Create new avatars                       Live sketch artists capturing key insights in real time
    $5 eGift card                                    Event swag or cocktail/mocktail kits mailed in advance

    4. Keep It Short, Keep It Sharp

    • No one wants to sit through a 2-hour virtual event.
    • 30–60 minutes max (with clear takeaways).
    • Always leave 5–10 minutes for real Q&A.
    • End with a next step (not just “Thanks for coming!”).

    Bottom line:Virtual events should feel like an experience, not just another meeting. Want to make yours unforgettable? Let’s talk.

    blog-photo16

    Roadshows

    by Business

    We Love Road Shows. Here’s How to Make Yours Unforgettable.

    Road shows aren’t just events—they’re experiences. They bring your brand to life, get you in front of customers, and create connections that last. But pulling off a great road show? That’s an art.

    We’ve been running high-impact, high-energy road shows for years, and here’s what makes them work:

    Get People Excited

    • A killer road show starts before the event.
    • Create a theme that grabs attention.
    • Produce eye-catching invites that are personalized, not mass-produced.
    • Use smart email sequences to remind, confirm, and nudge registration and attendance.

    Make It Easy to Attend

    • People are busy—help them say “yes.”
    • Send one-click calendar invites.
    • Deliver mobile-friendly details and maps.
    • Share automated reminders so nobody forgets.

    Obsess Over the Details

    No two cities, venues, or audiences are the same.  You’ll need to consider:

    • Locations and logistics
    • Audience size (from 20 to 200)
    • Speaker travel and schedules
    • Catering, signage, A/V—all the little things that make a big difference

    Be Ready for Anything

    Road show pros expect the unexpected:

    • Weather delay? We’ll reroute.
    • Extra 20 people? We’ll get more food.
    • Tech failure? We always have backups.

    Communication = Everything

    • Host weekly check-ins.
    • Provide live event support.
    • Share post-event wrap-up details and insights to make the next road show even better.

    Great road shows don’t happen by accident—they happen by design. And we make them happen!

    Planning a road show? Let’s make it unforgettable, together.

    blog-photo6

    Website Elegance

    by Business

    The Elegance of a Good Website Is Within Reach

    “I want a better website.” 

    It’s one of the most common things we hear in our first meeting with a client. And often, it’s coming from someone who’s already invested thousands of dollars—or countless hours—only to feel frustrated by underwhelming results. 

    The truth is that great web design should look effortless. Like a ballet dancer or a pro athlete, it’s easy to admire from the outside and think, “How hard can it be?” But try executing a perfect fouetté or landing a three-pointer, and you quickly realize: It takes skill, strategy, and a lot of behind-the-scenes work. 

    These days, everyone wants a site that looks sharp and works flawlessly across all devices—and that’s more accessible than ever. With talented WordPress developers, AI-assisted design tools, and intuitive no-code platforms, building a modern-looking site isn’t the challenge it used to be. 

    But here’s the thing: A great website is no longer just about clean visuals, cool animations, and drag-and-drop widgets. Today, your website needs to be strategic, data-driven, and deeply connected to your business goals. 

    Just as dancers and athletes rely on training and precision beneath the surface, your website needs more than good looks—it needs to perform. Whether you’re running a SaaS company, a dental practice, a real estate agency, or a wellness brand, you’re an expert in your field. But unless you’ve studied digital marketing, chances are your website may not be doing everything it could to support your growth. 

    The reality? Many web designers still focus heavily on aesthetics, without incorporating marketing strategy, user psychology, or conversion-driven design—and that’s where things fall short. 

    So, what makes a website truly effective today? 

    • Personalized experiences. Modern users expect content tailored to their needs, interests, or stage in the buyer’s journey. AI-powered personalization is now mainstream. 
    • Search performance. SEO in 2025 is about helpful, human-centered content, page speed, accessibility, and structured data—not just keyword stuffing. 
    • Conversion-focused design. Every page should guide users toward specific outcomes—whether that’s making a purchase, booking an appointment, or signing up for a newsletter. 
    • Fast, secure, and mobile-first. Lightning-fast load times, strong privacy practices, and flawless mobile UX aren’t optional anymore—they’re must-haves. 
    • Storytelling through content. Dynamic visuals, video content, and interactive elements help tell your story and build trust faster than static text ever could. 

    Before you start redesigning, ask yourself these 5 essential questions: 

    1. Who is your audience, and what do they truly need from you? 
    1. What sets your business apart from competitors in a meaningful way? 
    1. What are your goals for your website? Is it about discoverability, lead generation, education, eCommerce, or customer engagement? 
    1. What action do you want users to take—and when? What role does your website play in your sales cycle? 
    1. How does your website support your full marketing strategy? Is it aligned with your brand, content, email, and social media efforts? 

    A beautiful website is a great start. But a website that tells your story, speaks to your audience, builds trust, and drives results—that’s what you really want. And that’s exactly what we help our clients build. 

    If you’re ready to create a website that’s more than just pretty—one that’s powerful, purposeful, and built for results—let’s talk. Reach out to us today to discuss your project. 

     

    blog-photo9

    ABM Ditching Spray and Pray

    by Business

    Account-Based Marketing:
    Why Smart Marketers Are Ditching the Spray-and-Pray Approach

    When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies, then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me, that it might be the mirror of my soul, as my soul is the mirror of the infinite God!

    O my friend — but it is too much for my strength — I sink under the weight of the splendor of these visions! A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine.

    I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents. I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater artist than now.

    When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies, then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me.

    blog-photo5

    Zoom Fatigue

    by Digital Marketing

    Zoom Fatigue, Who? How to Make Your Virtual Marketing Events Unforgettable

    Let’s be honest: Virtual events have gotten a bad rap. The same old talking heads on Zoom, dry slide decks, awkward silences…it’s no wonder people tune out (or worse, don’t show up at all).  

    But here’s the good news: Virtual events don’t have to be boring. In fact, with a little creativity, energy, and thoughtful planning, your virtual marketing events can become can’t-miss experiences that leave your audience buzzing and your brand top of mind.  

    Ready to level up your next virtual event? Let’s get this Zoom party started! 

    1. Start with Energy: Set the Vibe from the First Click  

    First impressions matter even virtually. Kick things off with upbeat music, a fun visual countdown, or a quick interactive poll to break the ice. Don’t just start talking—start engaging. Think host energy that feels more like a live show than a conference call.  

    Pro Tip: Hire an engaging host or emcee to keep the flow high-energy and interactive throughout.  

    2. Add a Sensory Experience with Event Kits  

    Want people to actually feel something from behind a screen? Send a curated event kit before the event. Think cocktail kits, gourmet snacks, coffee samplers, or even a mini-DIY activity that ties into your brand. When attendees have something tangible in front of them, it instantly elevates the experience.  

    Bonus: Personalize the kits—people love seeing their name on something special.  

    3. Gamify It—Because Who Doesn’t Love a Little Competition?  

    Keep your audience on their toes with games, trivia, scavenger hunts, or live polls. Add prizes or giveaways to make it exciting. The more interactive, the more people lean in rather than zone out.  

     Bonus: Ideas to Spice Up Your Meetings and Virtual Events:  

    • Live quiz with leaderboard  
    • Digital bingo during the event  
    • Virtual spin-the-wheel prize drawings  

    4. Bring in a Surprise Guest or Experience  

    Surprise and delight your audience with a guest they didn’t expect. A celebrity cameo, a live mixologist, a mini concert, or even a magician (yes, virtual magic is a thing!) adds an unexpected twist that keeps attendees talking long after the event ends.  Unexpected = unforgettable.  

    5. Keep It Short, Sweet, and Visually Stunning  

    No one wants to sit through a 90-minute monologue. Break your content into short, engaging segments with slick visuals, transitions, and multimedia. Keep slides clean, use motion graphics, and make your storytelling punchy.  Treat it more like a Netflix episode than a PowerPoint presentation.  

    6. Create Moments for Connection  

    Don’t underestimate the power of small group breakouts, live Q&As, or networking lounges. People come to events to connect, not just consume. Create intentional moments for conversation and make it easy for attendees to interact with each other—and with your brand.  

    7. Follow Up with a Bang  

    After the event, keep the momentum going with a follow-up that feels just as thoughtful as the event itself. Recap video, post-event thank-you gift, curated content recap, or even a highlight reel. This shows you value their time—and keeps your brand top of mind.  

    Ultimately, Virtual Does Not Have to Mean Boring  

    When done right, virtual events can be just as powerful (and sometimes even more impactful) than in-person gatherings. It’s all about creating an experience—one that’s interactive, personal, and full of moments that spark connection and joy.  

    So go ahead. Ditch the dull. Bring the energy. Get creative. And make your next virtual event the one people rave about, share screenshots of, and actually remember.  

    Your audience is ready for something different. Now it’s time to deliver it.  Contact us for more ideas and help coordinating your next live or virtual event. 

    blog-photo10

    Unlocking Intent Data Value

    by Business

    Unlocking Growth: The Benefits of Using Intent Data for Qualified Leads

    Finding high-quality leads is no longer just about casting a wide net. It’s about being smarter, faster, and more targeted in your outreach. That’s where intent data comes in. If your Sales and Marketing teams are still relying on traditional methods to identify leads, it’s time to step into a more strategic approach. Let’s explore how intent data can help you uncover qualified leads and accelerate revenue growth. 

    What Is Intent Data? 

    Intent data tracks online behavioral signals from companies that are actively researching topics relevant to your business. By analyzing digital footprints such as content consumption, keyword searches, and engagement trends, it identifies which businesses are showing a high intent to buy. 

    In other words, you’re not just guessing who might need your solution—you’re getting a data-backed view of who already does. 

    1. Laser-Focused Lead Targeting 

    Forget cold outreach. With intent data, you can pinpoint companies that are already in the market for your product or service. The AI-powered insights show you who’s surging on specific topics, allowing your Sales team to prioritize leads based on real-time interest not assumptions.  

    Result: Better conversion rates and less time wasted chasing unqualified leads. 

    2. Shorter Sales Cycles 

    When prospects are actively researching a solution, they’re further along in the buyer’s journey. Intent data gives your reps the opportunity to strike while the iron is hot, engaging leads when they’re most receptive to a conversation. 

    Result: Faster deals and a more efficient pipeline. 

    3. Smarter Marketing Campaigns 

    Intent data isn’t just for sales—it’s a game-changer for marketers, too. Imagine tailoring your campaigns, messaging, and content based on what your target audience is already interested in. You can align content offers, email sequences, and ads with the exact pain points your audience is researching. 

    Result: Higher engagement, lower CPL, and a more personalized buyer experience. 

    4. Competitive Advantage 

    Intent data also helps you stay ahead of your competitors by identifying early buying signals before a lead even contacts a vendor. With this head start, your team can begin outreach and nurture relationships before the competition even enters the conversation. 

    Result: First-mover advantage and a better chance of winning the deal. 

    5. Improved Account-Based Marketing (ABM) 

    For ABM strategies, intent data is gold. Instead of relying solely on firmographic data to build your target account list, you can layer on behavioral intent to prioritize high-fit accounts that are actively looking. You can even build intent-based workflows in your CRM for seamless outreach. 

    Result: More relevant targeting, better engagement, and higher ROI from ABM programs. 

    Get Intent Data Working for You 

    Intent data isn’t just another sales tool—it’s a strategic asset that empowers your teams to engage smarter, close faster, and drive sustainable growth. By identifying high-intent buyers early and aligning your outreach accordingly, you can turn data into revenue. 

    If your goal is to build a predictable, scalable pipeline of qualified leads, intent data should be at the core of your strategy. Let’s talk and take a look at your data. 

    blog-photo4

    The Power of Blogging

    by Digital Marketing

    A Strategic Tool for Lead Generation and Client Engagement

     

    Innovative strategies are essential for attracting and retaining clients. One strategy that has stood the test of time is blogging. But why are blogs so vital for generating leads and engaging with clients and prospects? Let’s dive in!  

    Here are 6 of the top multifaceted benefits of blogging and how they can transform your marketing efforts: 

    1. Establish Authority and Trust: Blogs are a powerful platform to showcase your expertise and thought leadership. By consistently publishing high-quality content, you position your brand as an authority in your industry. When clients and prospects see your in-depth knowledge and insights, they are more likely to trust your brand and consider your products or services. Trust is the foundation of any successful business relationship, and blogs help build that trust. 
    1. Boost SEO and Visibility: Search engine optimization (SEO) is a critical component of digital marketing. Blogs play a significant role in improving your website’s SEO. By incorporating relevant keywords, creating valuable content, and updating your blog regularly, you enhance your chances of ranking higher on search engine results pages (SERPs). Higher visibility means more traffic to your website, which translates to more potential leads. 
    1. Engage Customers at Different Stages of the Buyer’s Journey: Clients and prospects go through various stages in their buyer’s journey—from awareness to consideration to decision. Blogs allow you to create tailored content for each stage. Informative posts can attract those in the awareness stage, while detailed comparisons and case studies can help those in the consideration stage. Testimonials and success stories can nudge prospects in the decision stage toward making a purchase. By addressing the needs of your audience at each stage, you keep them engaged and guide them smoothly through the funnel. 
    1. Drive Traffic and Conversions: A well-crafted blog post can drive significant traffic to your website. By including compelling calls to action (CTAs) within your posts, you can encourage readers to take the next step—whether it’s signing up for a newsletter, downloading a white paper, or scheduling a demo. These actions are crucial for converting visitors into leads and eventually into clients. Blogs act as a gateway to your other marketing assets, driving conversions and boosting your ROI. 
    1. Build a Community and Foster Engagement: Blogs are not just about broadcasting information; they are about creating a dialogue. By encouraging comments, shares, and discussions, you build a community around your brand. This engagement fosters a sense of belonging and loyalty among your clients and prospects. When people feel connected to your brand, they are more likely to become repeat customers and advocates. 
    1. Leverage Analytics for Continuous Improvement: One of the greatest advantages of blogging is the ability to track and analyze performance. Tools like Google Analytics provide insights into which posts are performing well, what topics resonate with your audience, and where your traffic is coming from. This data allows you to refine your content strategy, focus on high-performing topics, and continuously improve your lead generation efforts. 

    Get Started with Blogging and Elevate Your Brand 

    In the ever-evolving landscape of marketing, blogs remain a cornerstone for generating leads and engaging with clients and prospects. They offer a unique blend of authority, visibility, engagement, and conversion opportunities. Leveraging the power of blogging can elevate your brand, drive meaningful interactions, and ultimately lead to sustained business growth. So, if you haven’t already, it’s time to embrace blogging as a strategic tool in your marketing arsenal. Reach out if you need a hand. We’re here to help.