All B2B Leads Are Not Created Equal

Anyone experienced in industrial sales knows a click isn’t necessarily a lead and a lead isn’t a sale. Look at these two emails or Website form submissions and think about which one you would rather get if you had to close the sale or else.

How Name Brand Awareness Drives Google Ads Lead Generation

PPC pay-per-click digital advertising with Google Ads, Bing Ads, and other platforms captures leads and counts the number of clicks. This provides great comfort to marketing managers under pressure to defend investments in advertising and document results. Print, outdoor, and other advertising platforms confound those of us looking for hard data documenting results, even when the results may be quite obvious to the happy sales team. And when the PPC ad program is structured well, it can be very effective. That’s why it’s so tempting for B2B marketing managers to throw money at Google Ads and call it a day. But what makes someone click on your ad?

What Email Marketing Metrics Miss

In email marketing, clicks tend to dominate the reporting and analysis. It’s easy to compare the click rate from one email blast to another and use the data to make decisions about content, distribution frequency, list segmenting, and other issues. But can relying on click data instead of the most important metric lead to bad decision-making?

Exhibit at Trade Shows – Or Not?

Deciding whether to exhibit at your key trade shows, scale back, or ditch in-person events entirely? Ask these 10 questions to help decide whether exhibiting at trade shows makes sense.

Stellar Service Gets the Sale

We now have to consider delivering stellar service a selling point that has become just as important as the benefits of buying the latest machine or new technology – especially as people seem grateful for barely adequate customer service.

Operating Manuals: An Overlooked Marketing Opportunity

Clearly, most manufacturers understand the importance of a first impression to begin the sales process. Yet what happens after the sale when it’s time to run the new machine and the new customer opens the operating manual?

Are these outdated advertising techniques killing your response?

Material Handling & Logistics magazine recently posted this gallery of full-page ads from the 1960s and three key differences from today’s advertising immediately jumped out. See what they are and how you can use the design elements of the 60s to develop effective creative today.

How to adjust B2B advertising for viewing on phones

Digital magazines are getting more views than ever so the value of the B2B advertising space has increased accordingly but it hardly matters if the ad’s look and message fail to translate to the phone. To get advertising noticed on a small screen, consider these practical ideas you and your ad agency can implement today.

Beware Your E-Commerce Return Policy

Big companies like can absorb returned items without much consequence. But for small businesses on Shopify, Squarespace, Wix or another e-commerce platform, every sale calls for a celebration and every return a funeral. These examples and considerations offer help in developing an e-commerce return policy that works for your store.