Category: B2B

Account-Based Marketing for B2B: When It Beats Broad Demand Generation

Most B2B companies market in one of two ways. Either they try to reach as many potential buyers as possible and let the best-fit ones rise to the top — that’s demand generation. Or they pick a short list of specific companies they actually want as customers and build campaigns aimed only at those — […]

B2B vs B2C: What’s the Difference?

Most marketing funnels are built with one type of buyer in mind, and that’s fine until you try to use the same funnel on the other type. That’s usually when things stop working, and nobody can quite figure out why. The reason comes down to this: B2B and B2C buyers think differently, decide on different […]