The optimal number of channels to achieve high response in your B2B marketing campaigns is four to six, according to recently conducted research. Depending on your point of view, that figure could be surprising, or possibly daunting. After all, how many of us in B2B marketing can say we are fluent in upwards of four channels?

The need for this broad mix of channels is one of the most compelling findings to me in HIPB2B’s forthcoming State of Demand Gen report. Drawing on the most insightful research our team could find, the report explains how multichannel marketing, the most current…

This post was originally written by Gerry Nason in 2017. Gerry has since passed away. In his memory, this post was updated and redistributed in 2021.

Do you neglect your customers after they make a purchase? The marketing world is enamored with fresh, new leads from stiff new content. Little thought is given to providing quality content to your biggest fans: those who already purchased your offering. The prevailing attitude is, “Why would we want to spend our time and revenue supporting a sale that’s already been made?

The reason is that happy customers become customer advocates and customers that…

Have you ever said something to one of your loved ones that you meant to be comforting, only to have them react differently than you expected?

Have you ever made a piece of content you were super proud of, only to have your manager wrinkle their nose?

When we say something, we often have a reason for doing so, even if we don’t think about it. The way our statement affects those that hear depends on the stories they are telling themselves, which confirms what they want to hear.

The same is true for any of the choices we make…

In an ideal world, your offering is the solution for the issues that keep your clients up at night.

These anxieties are the barriers that keep businesses from getting better. You want your brand to inspire people to find those weak spots in the workplace and improve on them. These are the slow servers, the ineffective productivity software, or the lack of automation software.

The idea is you want to help your audience overcome their fears and take the first step towards solving their problems. Preferably with your content and eventually, product.

Talk about a problem that your audience has…

Colors in branding and marketing influence and impact consumers. People make subconscious judgments about a product within a few seconds of the interaction.

When you think of the color orange, what comes to mind? Instantly, I think of an actual citrus orange, Halloween and pumpkins, the Nickelodeon logo, campfires, and sunsets.

What do all of these things have in common? They are all bright, energizing, and playful qualities. These things spark creativity and joy.

As one of HIPB2B’s web designers, I’ve noticed lately how the brands we design for utilize a lot of orange in their branding. …

When you first introduce yourself to potential customers, aka top-of-funnel leads, you don’t know much about them except for the small amount of interest they expressed to end up on your mailing list.

How do you know which CTA button color they will respond to best? What subject line will get them to open your email in the first place?

Top-of-funnel leads are a blank slate for testing. Here, you can experiment to figure out what your leads like and what they don’t, before they end up too deep in the funnel.

What interesting is that, more often than not…

Should you aim to be the first one to solve a problem or the best at solving a problem?

Demand generation is defined as simply as it sounds. It’s the creation of demand or attention on a product, company, or offer. The end goal of demand generation is to increase leads, then make more sales from those leads.

Let’s combine that with the idea of the law of leadership. That law states that it’s better to be first than it is to be the best. In this post, I explore this idea in demand marketing today.

One of the most fiercely debated areas in email subject lines is the topic of capitalization. Do you capitalize major words as if it’s the title of a novel? Or do you capitalize like it’s a sentence? What about all caps? What about no caps?

These are the options that every marketer faces when they write a subject line. There are pros and cons to each method, but it’s really more about brand preference. Just make sure, whatever you pick, that you are consistent in your usage. …

After a full year of pandemic-driven changes, my team is drawing on COVID-19 lessons to refine our marketing strategy for the year to come. These lessons fall into four categories:

  • Optimizing relationships with customers as their needs continue to evolve
  • Continually fine-tuning our digital outreach in support of great relationships
  • Finding new, better ways to create and market content for strong customer relationships and effective digital communications
  • Fortifying our agile operations model so we can continue to adapt as needed

Storytelling is a key part of almost any written word. A good marketer is a storyteller for their brand. Like authors, marketers must maintain a consistent voice throughout to keep their readers engaged.

“It was the best of times, it was the worst of times…”
– Charles Dickens, A Tale of Two Cities

“Shoot all the blue jays you want, if you can hit ’em, but remember it’s a sin to kill a mockingbird.”

-Harper Lee, To Kill a Mockingbird

“But life finds a way.”

-Michael Crichton, Jurassic Park

Everyone’s heard these famous lines. They have transcended their original medium…


HIPB2B is a demand gen solution provider, utilizing content, email, and marketing automation to drive outcomes for marketing and technology clients

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store