Slovník marketingových pojmů

A/B Testing in B2B: A data-driven approach to higher conversion rates and faster growth

Changing a single button, tweaking a headline or adding a testimonial can make all the difference in whether a visitor fills in a form and goes on to sign a contract. A/B testing eliminates guesswork and replaces it with experiments that clearly demonstrate what works for your business customers. A properly set-up testing process can increase a landing page’s conversion rate by tens of per cent, shorten the purchasing committee’s decision-making process, and save hundreds of thousands on the marketing budget.

Account-Based Marketing (ABM) pro B2B firmy

Account-Based Marketing (ABM) is an approach in which marketing and sales work closely together to target pre-selected corporate accounts with the highest commercial value. Through the precise personalisation of content and channels, ABM can increase conversion rates, accelerate the sales cycle and maximise return on investment in a B2B environment.

Affiliate Marketing: a performance channel for B2B business growth

Do you want to pay only for tangible results? Affiliate marketing makes this possible. In the B2B world, it can be an effective way to generate new leads, promote your services and expand into new market segments – thanks to a network of partners who have access to a specific audience and know how to reach them.

Agile Marketing: A faster and more flexible approach to marketing

Agile marketing is an approach inspired by agile project management, which provides marketing teams with greater flexibility, speed, transparency and the ability to respond to changes in real time. Thanks to iterative planning, regular evaluation and teamwork, the effectiveness and creativity of marketing activities are enhanced. In this article, we explain what agile marketing is, why it is important for B2B companies, how to implement it and what benefits it brings.

B2B Branding: Building Value and Trust in the Business Market

In B2B, simply having the best product isn’t enough – what matters is whether the buyer, the technical director and the finance manager believe in its quality and reliability. B2B branding gives a company a clear identity that the market will remember, and builds the trust that opens the door to multi-million-pound contracts. Let’s take a look at what B2B branding means, why it is critical, and how to build it systematically.

B2B E-commerce: digital commerce between businesses taken to a new level

At a time when speed, accessibility and convenience are key factors even in B2B, traditional catalogues and manual orders are becoming a hindrance. B2B e-commerce offers an effective solution – online platforms that allow customers to order goods or services easily, at any time, and with maximum personalisation.

B2B Marketplace: A digital marketplace for efficient buying and selling between businesses

A B2B marketplace is a digital platform that connects businesses as buyers and sellers. It enables efficient trading, process automation and transparent comparison of offers. In this article, you will learn what a B2B marketplace is, why it is important for the business sector, what its benefits are, practical examples of its use, and recommendations for its effective implementation.

B2B portal: digital self-service for modern business relationships

Paper price lists, endless emails and enquiries about order status are holding back growth. A B2B portal allows partners to place and manage orders online, see product availability instantly, and download invoices or technical data sheets in just a few clicks. The result is a faster sales cycle, a reduced workload for customer support, and greater customer loyalty.

B2B shop: a modern platform for online wholesale sales

Today, customers expect the same level of convenience and speed in B2B as they are used to in B2C e-commerce. A B2B shop – a specialised e-shop with wholesale functionality – provides partners with an immediate overview of prices, stock levels and delivery times, and offers businesses a scalable channel with lower operating costs and accurate data to support further growth.

BANT: a proven framework for qualifying B2B leads

Are you wasting time on leads who aren’t ready to buy? BANT helps you determine whether it’s worth pursuing a lead further. This qualification model is used by successful B2B companies to establish whether a customer has the budget, decision-making authority, genuine need and a timeline. The result is more efficient sales and a higher-quality pipeline.

Brand Awareness in B2B Marketing

Without brand awareness, demand cannot be generated. A study by the LinkedIn B2B Institute shows that companies with high brand awareness are 47% more likely to be shortlisted in a tender.¹ In this guide, we explain what brand awareness means, why it is crucial in B2B, and how to build it systematically so that it delivers measurable results.

Brand Identity: How to Build a Brand That Resonates in the B2B Market

When people hear your company name, what image comes to mind? Brand identity determines how they perceive you – visually, verbally and emotionally. In the B2B world, where customers choose partners based on trust, professionalism and stability, a strong and consistent identity is the foundation of success.

Brand Positioning: How to Stand Out in the B2B Market and Make a Lasting Impression on Customers

Why should a customer choose you? If you can’t answer that in a single sentence, you may have a problem with your brand positioning. In a B2B environment, where competition is fierce and decision-making is rational, a clear and credible brand positioning is the foundation of success. Well-chosen positioning will help you gain trust, achieve higher margins and enjoy more stable growth.

Business Intelligence (BI): Make B2B decisions based on data, not impressions

How many customers left last month? Which campaigns generate the highest turnover? How is the sales team performing in each region? Business Intelligence (BI) provides accurate, visualised answers to these questions. In the B2B world, where every decision has a significant impact, BI is an indispensable tool for growth.

Buyer Persona: the key to effective marketing and sales in B2B

You don’t sell to companies. You sell to people – people with specific needs, concerns and goals. A buyer persona is a tool that helps you get to know these people better, understand them and create messages that really resonate. In the B2B world, where purchasing decisions are made by an entire committee, working with personas is essential for precise targeting, higher conversion rates and more successful negotiations.

Call to Action (CTA): the call to action that determines conversion in B2B

“Download the e-book”, “Book a consultation”, “Calculate your return on investment” – these are all calls to action (CTAs). In the B2B world, CTAs determine whether a website visitor remains passive or progresses to become a lead. A well-chosen call to action guides the customer further down the funnel and turns a prospect into a business opportunity.

Case Study: Proof of your expertise and a tool for building trust in B2B marketing

Words and promises are one thing. Real results are another. A case study presents a specific story of a customer whom you have helped to solve a problem or achieve a goal. In B2B marketing, it is one of the most powerful tools for building trust and supporting business decision-making.

Client Portal: Secure and efficient online access to services and data

A client portal is a secure web application that allows customers to access their data, documents and services, and to communicate with the company. The portal simplifies customer service, increases transparency and saves time for both companies and their customers. In this article, we will explain what a client portal is, why it is particularly important for B2B companies, how to use it in practice and what to focus on when designing it.

Content Marketing: a driver of trust and leads for B2B companies

Content marketing is more than just writing blog posts or making videos. It is a strategically managed system that aligns the audience’s needs with the company’s business objectives. In the B2B world – where decisions take months and involve entire teams – high-quality content can accelerate the purchasing process, boost credibility and generate a steady stream of qualified leads.

Conversion Rate: a key performance indicator in B2B marketing

Generating traffic is expensive; turning it into demand is an art. Conversion Rate (CR) measures how effectively you can get visitors to take action, and is one of the most powerful levers for growing revenue without increasing your budget. In this guide, we explain what CR means, why it is so important in B2B, and how to systematically improve it.

Cost per Acquisition (CPA): a key metric for the effective growth of B2B companies

Knowing how much each customer costs you is essential. Cost per Acquisition (CPA) is a metric that shows you how effective your marketing and sales efforts are – not just in terms of the number of leads, but in terms of actual deals closed. In B2B, CPA is essential for growth planning, budget management and investment optimisation.

Cost per Lead (CPL): how much does each new lead cost you?

What is Cost per Lead (CPL) CPL (Cost per Lead) is the cost of acquiring a single lead – that is, a contact for a potential customer who has expressed an interest in your services or products (e.g. by filling in a form, registering for a webinar or downloading an e-book). Calculation: CPL = Total campaign cost / Number of

CRM (Customer Relationship Management) for B2B companies

CRM is a strategic approach and a suite of technologies that provide businesses with a comprehensive overview of all customer interactions. Through centralised data, automation and clearly defined processes, it speeds up decision-making, boosts conversion rates and supports the sustainable growth of B2B companies with long, complex sales cycles.

Cross-selling: how to boost turnover and customer satisfaction in B2B

Acquiring a new customer is up to five times more expensive than selling to an existing one. Cross-selling is a proven strategy for increasing order value, improving customer service and strengthening customer relationships. It is particularly effective in B2B, as customers often need more comprehensive solutions – and cross-selling helps you offer them at just the right time.

Customer Acquisition Cost (CAC): how much it costs you to acquire a new customer

Do you know how much it costs you to acquire a single new customer? Customer Acquisition Cost (CAC) is a key metric that shows the effectiveness of your marketing and sales activities. In B2B companies, where acquisition costs are often high, tracking CAC is essential for sustainable growth.

Customer Data Platform (CDP): a unified view of the B2B customer

How much do you know about your customers – and do you have all your data in one place? A Customer Data Platform (CDP) is a tool that brings together scattered customer data from various systems to create a comprehensive profile. In the B2B world, this forms the basis for personalisation, effective marketing and managed business growth.

Customer Journey: the B2B customer’s journey from initial contact to loyalty

The Customer Journey describes the customer’s entire ‘journey’ — from that initial spark of interest through to repeat purchases and brand advocacy. In the B2B world, where multiple people are involved in decision-making and individual steps can stretch out over months, a thoroughly mapped Customer Journey gives companies a competitive advantage: it enables them to deliver the right content at the right time, remove barriers to purchase, and create a customer experience that keeps clients coming back.

Customer Lifetime Value (CLV): a key metric for the profitability of B2B relationships

CLV – customer lifetime value – is a compass that shows whether marketing and sales are truly creating long-term value or merely chasing short-term revenue. In B2B, where a single contract can run for five years or more and require ongoing support, understanding and increasing CLV is essential for sustainable growth and smart budget allocation.

Customer Onboarding: The Key to Long-Term Satisfaction Among B2B Customers

Acquiring a new customer is difficult – but retaining them is even harder. This is where customer onboarding plays a key role – a process during which you guide the customer through their first steps, set expectations and help them achieve their first success. In B2B, onboarding is often the difference between a successful partnership and a lost client.

Customer Retention: How to Retain and Develop B2B Customers

Acquiring a new customer costs five times more than retaining an existing one. In B2B, where contracts are worth millions and relationships last for years, customer retention is a key pillar of profitable growth. Let’s take a look at what retention means, why it determines a company’s stability, and how to manage it using data and a systematic approach.

Dashboard Reporting: Effective data visualisation for rapid decision-making

Dashboard reporting is a method of presenting key data and metrics via a clear, visual interface. It enables users to quickly understand performance, track trends and identify issues in real time. In this article, you will learn what dashboard reporting entails, why it is particularly important for B2B companies, what its benefits are, examples of its use, and recommendations for successful implementation.

Demand Generation: the driving force behind predictable growth in B2B

Demand Generation brings together brand, content, campaigns and data into a single, orchestrated whole. Rather than haphazardly gathering leads, it generates systematic interest among the right companies and smoothly guides them towards a purchase. In a B2B environment, where budgets are approved quarters in advance, ‘demand gen’ is the key to a predictable pipeline and a better marketing ROI.

Drip Campaign: smart email automation for nurturing B2B leads

Do you want to stay in touch with potential customers without overwhelming them? A drip campaign is an automated sequence of emails that delivers content to them gradually – tailored precisely to their interests, behaviour or stage in the buying process. In B2B marketing, it is a key tool for building relationships and boosting conversions.

E-book: valuable content that generates leads and builds expertise

Do you want to educate your potential customers whilst collecting their contact details? An e-book is a tried-and-tested format for B2B marketing that allows you to present expert content, demonstrate your company’s added value and generate new leads in exchange for practical information.

Email Marketing: a personalised growth channel for B2B companies

Email marketing has long been one of the most effective online channels: according to surveys, it generates an average of €36 in revenue for every €1 invested. In a B2B environment, where decisions involve multiple stakeholders and the buying cycle tends to be long, automated email sequences and personalised newsletters are key to maintaining interest, building trust and driving effective upselling.

Enterprise Resource Planning (ERP) Integration: The Key to Integrating Business Processes

ERP integration is the process of connecting an Enterprise Resource Planning (ERP) system with other tools and applications used by a company. It enables organisations to streamline processes, improve data consistency and gain a better overview of their entire business. This article explains what ERP integration is, why it is important for B2B companies, how it is implemented in practice, and what the best practices are.

Funnel Analytics: The key to understanding the customer journey and optimising conversions

Funnel analytics is a method for measuring and analysing the individual steps customers take on their journey towards conversion. It helps businesses understand where they are losing visitors and how to optimise each step for maximum performance. This article explores the definition of funnel analytics, its importance for B2B businesses, real-world examples, and recommendations on how to get started with this method.

Growth Hacking: a smart and fast way to grow in B2B

Are you looking for a way to acquire customers more quickly without a huge budget? Growth hacking is an approach that combines data, creativity and technology to scale growth. In a B2B environment, it allows you to test ideas, optimise the sales funnel and identify the most effective pathways to customer acquisition, retention and conversion.

Channel Partner Marketing: A partnership that boosts reach and sales

Channel partner marketing is a form of collaboration between a manufacturer or service provider and external partners who help to promote and sell their products. A well-designed partner strategy enables companies to expand their market presence, increase turnover and optimise customer acquisition costs. This article explains what channel partner marketing entails, why it is crucial in B2B, what its benefits and risks are, and how to manage it effectively.

Chatbot Marketing: Automated communication that works 24/7

Chatbot marketing is a modern form of digital communication that uses conversational bots to conduct automated dialogues with customers. Chatbots streamline customer service, generate leads and support marketing campaigns. In this article, you will learn what chatbot marketing entails, why it is important for B2B companies, how it is used in practice, and what benefits its implementation brings.

Churn Rate: how to identify customers who are about to leave and reduce losses

Acquiring a customer is difficult. Retaining them is even harder. The churn rate shows how many customers have stopped using your services – and just how big a problem this is for the business. In B2B, every customer loss can mean a significant drop in revenue. That is why monitoring and managing churn is essential for sustainable growth.

Inbound Marketing for B2B companies

Inbound Marketing is based on the principle that customers ‘find you themselves’. Through a combination of high-quality content, SEO, social media and marketing automation, it helps businesses attract and convert a relevant audience over the long term. For B2B companies, an effective inbound strategy means a steady stream of qualified leads, shorter sales cycles and greater trust among decision-making teams.

Influencer Marketing: a trusted channel for B2B brand growth

We are increasingly sceptical of adverts. Instead, we listen to trustworthy people we follow or know within the industry. Influencer marketing in B2B isn’t about celebrities – it’s about collaborating with experts who can influence the purchasing decisions of your potential customers.

Interactive Content: How interactive content boosts visitor engagement

Interactive content is a powerful tool in modern digital marketing. It boosts user engagement, increases time spent on the page and drives conversions. This article explains what interactive content is, why it is important in a B2B context, how to use it effectively, and provides specific tips and recommended tools.

KPIs (Key Performance Indicators): how to measure success in B2B marketing and sales

In both marketing and sales, the rule is: if you don’t measure it, you can’t manage it. KPIs, or key performance indicators, help companies track whether they are heading in the right direction. Whether it’s the number of leads, conversion rates, revenue or ROI, KPIs form the basis for decision-making, planning and optimisation. In B2B, KPIs are particularly important – decision-making cycles are long, transactions are large, and mistakes are costly.

Landing Page: A Conversion Catalyst in B2B Marketing

A landing page (LP) is the digital equivalent of a one-to-one business meeting. Whilst a homepage explains who you are, a landing page persuades visitors why they should fill in a form right now. In B2B, where every lead represents a potential deal worth hundreds of thousands to millions of crowns, a well-designed LP is one of the most effective tools for generating leads and gauging demand.

Lead Distribution: how effective lead allocation boosts sales performance

You’ve secured a new lead – what next? To make a deal actually happen, it’s not enough just to collect contacts. Lead distribution is the process that determines who will handle which lead. In a B2B environment, speed and relevance are key – and effective lead distribution increases the chances of a successful deal.

Lead Generation: the key to growing B2B sales

Lead generation refers to the systematic process of acquiring contact details for potential customers. In a B2B context, it helps companies maintain a steady stream of business opportunities, reduce the time needed to close a deal, and increase the return on marketing investment.

Lead Magnet: How to Attract High-Quality Leads Through Valuable Content

Not every website visitor is ready to buy straight away. But most of them are willing to give their email address in exchange for something useful. A lead magnet is a tool for building a relationship with a prospect who isn’t yet ready for a sales conversation but has the potential to become your customer. In B2B, it’s the key to effective lead generation.

Lead Nurturing: How to nurture leads in B2B until the deal is closed

In B2B, a purchase rarely takes place immediately after the first contact. The average decision-making process can take weeks or even months, and in the meantime there is a risk that the customer will forget about you, lose interest or switch to a competitor. Lead nurturing is the process that allows you to remain relevant, educate your prospects, build trust and systematically prepare leads for a sale.

Lead Qualification: how to tell which contacts are worth your time

Not every lead is ready to buy. Lead qualification helps you distinguish between those who have a genuine interest and the potential to become customers – and those who are merely curious visitors. In a B2B environment, where sales cycles are long and costly, this step is absolutely crucial to the success of both sales and marketing.

Lead Scoring: how to tell which leads are ready to buy

In the B2B world, simply having a contact database isn’t enough – the key is knowing which contacts are actually ready to buy. Lead Scoring allows you to distinguish ‘hot’ leads from those who are merely browsing. It helps you utilise your sales team’s capacity more effectively, improves conversion rates and ensures that the best opportunities don’t go unnoticed.

Link Building: Strategic Backlink Acquisition for B2B Website Growth

Do you want to rank at the top of search engines? High-quality content alone isn’t enough – you need links from other websites to help you gain Google’s trust. Link building is a cornerstone of any successful SEO strategy and, in the B2B sector, it also helps to build your brand and establish your expertise.

Market Segmentation: A Targeted Approach to Growth for B2B Companies

Trying to appeal to everyone means appealing to no one. Market segmentation helps B2B companies focus on specific customer groups to whom they can offer maximum value. Segmentation gives you a clear picture of where it makes sense to invest your time, money and resources.

Marketing Analytics: data-driven decision-making for B2B growth

How many leads did the LinkedIn webinar generate? Which blog post actually opened the door to a million-pound contract? Without Marketing Analytics, the answers are merely guesswork. Analytics transforms raw data into strategic insights that enable B2B companies to allocate their budgets more effectively, shorten the sales cycle and demonstrably increase revenue.

Marketing Automation Platform: a tool for growth and efficiency in B2B marketing

Do you have dozens of leads but can’t keep up with them? Do you send the same emails to everyone? A Marketing Automation Platform allows you to manage campaigns in a smart, personalised and automated way. In the B2B sector, where the path to conversion is longer, automation is the key to efficiency and a better customer experience.

Marketing Automation: a scalable growth engine for B2B companies

Marketing Automation takes digital marketing from manually sending out campaigns to orchestrating complex, data-driven experiences. Using smart workflows, it can deliver the right message at the right time and via the right channel – from email and web chat to personalised advertising. All this without the need for manual intervention, but with maximum measurability and control over ROI.

Marketing Budget: How to Plan and Manage a Budget in B2B Marketing

A marketing budget is not just a table of costs – it is a financial expression of a company’s strategy and priorities. In a B2B environment, where sales cycles span months and a single contract can alter quarterly figures, precise budget planning is essential for predictable growth and for management’s confidence in marketing results.

Marketing collateral: a powerful tool for driving sales in B2B

The sales representative has a meeting lined up. What will you give them to take with them? Marketing collateral refers to all materials that promote your brand, product or service – both online and offline. In the B2B world, these materials are often the deciding factor between ‘interesting’ and ‘yes, we’ll take it’.

Marketing Funnel: the customer journey from initial interest to conversion

Business customers do not make impulse purchases. Their decision-making process is complex, lengthy and involves multiple stakeholders. The marketing funnel helps to map out, understand and systematically manage this process. As a result, B2B companies can better target their content, optimise their campaigns and increase conversion rates at every stage.

Marketing Operations: the backbone of modern B2B marketing

Without a solid foundation, marketing can easily descend into chaos. Marketing Operations is what holds the entire marketing machine together – from technology and data to reporting and budgets. In B2B companies, it is a key element of the growth strategy, as it ensures efficiency, measurability and the alignment of marketing with business results.

Marketing Persona: The Key to Effective Targeting and Campaign Personalisation

A marketing persona is a detailed profile of an ideal customer that helps companies better understand the needs, motivations and behaviour of their target audience. Marketing personas enable companies to create more precisely targeted campaigns, streamline sales communications and improve the return on marketing investment. This article provides a comprehensive overview of what a marketing persona is, why it is important in a B2B environment, how to create one, and how to use it effectively.

Marketing Qualified Lead (MQL): the bridge between marketing and sales

Generating leads is not enough – the key is to identify which ones have real potential to become customers. A Marketing Qualified Lead (MQL) is someone who has shown serious interest, meets the target criteria and is ready for the next step in the buying process. MQLs form the basis of effective collaboration between marketing and sales in any B2B company.

Marketing ROI: a measure of the true value of B2B marketing

Marketing without figures is just creative hot air. Marketing ROI (Return on Investment) translates creative ideas into the language of finance and proves that every euro invested actually generates revenue. In B2B, where a single campaign can cost hundreds of thousands of crowns and the first invoice may not arrive for several months, ROI acts as a compass: it shows which channels accelerate the pipeline and which merely drain the budget.

Marketing Strategy: a plan that drives the growth of a B2B company

A marketing strategy is not a one-off presentation, but a living document that links the company’s vision with specific tactics and metrics. In a B2B environment, where decisions are made by multiple stakeholders and the buying cycle tends to be long, the strategy serves as a compass: it identifies the ideal customer, the channels and messages that resonate with them, and how the company will measure success.

MarTech: technologies that are transforming B2B marketing

Marketing without technology is virtually non-existent these days. MarTech – short for Marketing Technology – refers to all the digital tools and platforms that help companies manage and automate their marketing activities. In the B2B world, MarTech is an essential foundation for growth, measurement and effective collaboration between marketing and sales.

Mobile Marketing: How to effectively target customers on mobile devices

Mobile marketing is a form of digital marketing that uses mobile devices to communicate directly with customers. Whether it’s via SMS, mobile apps or ads optimised for mobile websites, the aim is to be as close to the customer as possible – both literally and figuratively. This article explains what mobile marketing is, why it’s important for B2B, how to put it into practice, and offers tips for its effective implementation.

Multi-channel Marketing: Integrating Channels for B2B Success

Today, business customers expect a seamless and consistent experience, whether they’re reading articles on LinkedIn, opening a newsletter or speaking to a sales representative at a trade fair. Multi-channel marketing weaves all these touchpoints into a single, cohesive strategy, enabling companies to significantly boost their visibility, trust and conversion rates.

Net Promoter Score (NPS): find out how much your customers trust you

How can you tell if your customers aren’t just satisfied, but willing to recommend you to others? The Net Promoter Score (NPS) is a quick and powerful loyalty metric that tells you how well your business is viewed by your customers. In B2B, recommendations carry enormous weight – and the NPS will show you exactly where you stand.

Online Reputation Management (ORM): keep track of what’s being said about you online

Your potential customers will ‘Google’ you before they get in touch. Online Reputation Management (ORM) is the process by which you influence how the public perceives you online. In a B2B environment, ORM plays a key role in building trust, securing business opportunities and managing crises.

Outbound Marketing: How to Actively Acquire New Customers in B2B

Not all ideal customers are actively looking for solutions. In some sectors, simply waiting for inbound leads isn’t enough – you need to go out and meet them. Outbound marketing enables companies to target specific accounts and individuals, open up new business opportunities and build relationships even where prospects would never have responded on their own.

Performance Marketing: A Performance-Driven Approach to B2B Growth

Do you want to pay for your marketing only when it delivers results? Performance marketing is an approach that ensures measurability, efficiency and a direct link between costs and performance in B2B companies. Every campaign has a clear objective – and this can be evaluated, optimised and scaled.

Personalisation in B2B marketing – the path to relevance and faster deal closure

Corporate buyers have overflowing inboxes and LinkedIn feeds. To ensure your message doesn’t get lost in the crowd, it needs to resonate with their context, interests and current needs. This is precisely what personalisation enables – a data-driven approach that transforms an anonymous mass into real people and translates product-focused language into personal benefits. The result? Higher conversion rates, a shorter sales cycle and a happier customer who stays with you for longer.

Pipeline Management: How to Manage Sales Opportunities Effectively in B2B

How many opportunities do you currently have in the pipeline? How many of them are likely to close? And when? Pipeline Management helps you keep the answers to these questions at your fingertips. Managing your sales pipeline is key to planning, forecasting revenue, boosting your sales team’s performance and ensuring the steady growth of your B2B business.

Pipeline Velocity: A metric for measuring the growth rate and efficiency of the B2B sales process

Pipeline velocity is a key metric in B2B sales that shows how quickly a company generates value from sales opportunities. It helps identify weaknesses in the pipeline, optimise the sales team’s performance and better predict results. In this article, you’ll learn what pipeline velocity means, why it’s important, how it’s calculated, and how you can improve it within your company.

Positioning Statement: How to effectively convey a brand’s value and stand out from the competition

A positioning statement is a concise, clear and strategic statement of how a brand or product differs from the competition and why the target customer should choose it. It serves as the foundation for marketing communications, sales pitches and strategic brand management. In this article, you will learn what a positioning statement is, why it is particularly important in B2B, how to create one, and how to put it into practice.

PPC (Pay-Per-Click) in B2B marketing

PPC advertising is one of the fastest ways to get your product or service in front of the right customers. Thanks to pay-per-click pricing, advanced targeting and detailed analytics, campaigns can be optimised down to the last penny. For B2B companies, which often rely on a smaller but high-value audience, PPC is a key channel for generating qualified leads and measurable revenue growth.

Programmatic Advertising: a method of buying advertising in B2B

Do you want your adverts to reach the right person at the right time – automatically and effectively? Programmatic advertising is revolutionising online ad buying. In the B2B sector, it is the ideal choice for companies that want to target their audience precisely, scale their campaigns and keep both performance and budget under control.

Proposal Management: a process that increases the chances of winning a contract

In the B2B world, it’s not enough just to be a good salesperson – you also need to be able to write effectively. Proposal Management is the process that ensures your sales proposals come across as professional, precise and persuasive. A well-managed proposal process is the difference between success and a missed opportunity.

Prospecting: actively seeking out customers to grow B2B business

Do leads just come to you? In the B2B world, you need to take the initiative. Prospecting is a targeted process of identifying potential customers, making contact and building relationships. When done properly, prospecting complements inbound marketing, ensures a steady stream of opportunities and helps salespeople fill the pipeline more effectively.

Remarketing: how to bring B2B visitors back and turn them into customers

Up to 98% of visitors leave your website without converting. Have you lost them? Not necessarily. Remarketing allows you to remind these users of your product or service and bring them back into the decision-making process. In B2B marketing, remarketing is a key tool for supporting long sales cycles, raising awareness and generating demand.

Retargeting: the key to effective brand reminders in B2B

Very few people in the B2B sector convert on their very first visit to a website. The decision-making process is long, complex and often interrupted. Retargeting helps keep your brand in the running – it reaches out to those who already know about you and reminds them of the value of your offering at just the right moment.

ROI (Return on Investment) for better B2B financial management

ROI – which stands for return on investment – is one of the most widely used metrics that companies rely on to assess whether the money and effort they have invested are actually paying off. Whether it’s new software, a marketing campaign, staff training or the acquisition of another company, it is ROI that shows where it is worth investing more and what, conversely, should be scaled back or stopped altogether.

Sales Enablement: sales support that boosts performance and conversion rates

Do your salespeople have everything they need to succeed? Sales Enablement ensures they have not only the right arguments, but also the content, tools and data. In B2B, where the sales process is complex and can take weeks or even months, this form of support is key to the effectiveness and success of sales teams.

Sales Forecasting: the key to predictable revenue growth

Accurate sales forecasting can determine whether a company will be able to manufacture without unnecessary stock, fund innovation, or end the quarter in the red. Sales forecasting gives management confidence in the figures and provides salespeople with a clear plan of what to focus on to fill the pipeline.

Sales Funnel: How to visualise and manage the B2B customer journey

The sales funnel – sometimes also referred to as the purchasing or conversion funnel – describes the logical sequence of steps a potential customer goes through, from initial awareness right through to signing a contract. A properly defined and measured Sales Funnel enables B2B companies to pinpoint exactly where in the process they are losing the most opportunities, and to focus their investment and human resources where it will yield the highest return.

Sales Qualified Lead (SQL): when is it time to hand over from marketing to sales

In the B2B world, simply having contacts isn’t enough – you need to know which of them are actually ready for a sales meeting. A Sales Qualified Lead (SQL) is a lead that has been qualified by both marketing and sales and is ready for a proposal, a demo or a meeting. SQLs are essential for effective pipeline planning, more successful deal closures and team alignment.

SEM (Search Engine Marketing) for comprehensive search engine optimisation

SEM combines two disciplines that appear distinct at first glance – SEO and PPC – into a comprehensive strategy aimed at securing the most lucrative positions in search engines and maximising conversions from them. For B2B companies that rely on a smaller but highly valuable audience, SEM offers an effective way to combine long-term authority with immediate reach and measure success in terms of specific contracts.

SEO (Search Engine Optimisation) for the strategic growth of B2B companies

SEO isn’t just about chasing the top spot on Google. In the B2B environment, it is a long-term process that attracts a relevant audience, builds expert authority and supports all stages of the sales funnel – from awareness to demand. Properly implemented SEO helps companies reduce acquisition costs, open up new export markets and generate leads with a higher conversion rate than most paid channels.

SEO Audit: the key to better rankings and greater visibility in search engines

Your website may be attractive and functional, but if nobody can find it, it isn’t serving its purpose. An SEO audit will reveal why your site isn’t appearing in search results, where you’re losing potential traffic, and how to fix it. For B2B companies, this is a crucial step towards generating high-quality leads from organic search.

Smarketing: aligning sales and marketing to boost B2B company performance

Is marketing generating leads, but the sales team is complaining that they aren’t of high enough quality? Are salespeople closing fewer deals, and marketing doesn’t know why? The solution is Smarketing – a strategy that brings sales and marketing teams together into a single, high-performing unit. In a B2B environment, this is a crucial step towards effective growth and a higher return on investment.

Social Media ROI: How to Measure the Return on Investment in Social Media

Social Media ROI is a metric that helps companies determine whether their investment in social media activities is paying off. It encompasses not only direct sales but also brand influence, product interest and customer engagement. In this article, you will learn what Social Media ROI means, why it is important for B2B companies, how it is measured and how you can improve it.

Social Selling: the future of business, built on trust and a network of contacts

Are cold calls no longer working for you? Are potential customers not responding to emails? Social selling is transforming the way B2B salespeople approach and acquire new clients – by leveraging their personal brand, trust and the power of social media. Primarily on LinkedIn.

Target Account List: The cornerstone of successful B2B account-based marketing

A Target Account List (TAL) is a strategically selected list of companies that a B2B company wishes to target specifically. This list forms the basis for account-based marketing, personalised campaigns and the effective work of the sales team. In this article, you will learn what a Target Account List is, why it is crucial for successful B2B strategies, and how to create and use it in practice.

The Marketing Mix: the cornerstone of every B2B strategy

Without a strategy, marketing becomes a matter of chance. The marketing mix is a tried-and-tested framework that helps companies take a holistic view of their offering – from the product itself through to pricing and communication. In the B2B sector, getting these elements right is key to growth, differentiation and building a trusted brand.

Thought Leadership: Building Expertise and Trust in B2B

In the B2B world, data, experience and trust are what matter most. Thought leadership is a marketing and communication strategy that enables a company or its representatives to become recognised experts in their field. Instead of advertising, you use real-life examples, share your expertise and help your target audience find their bearings. The result is an increase in trust, reputation and business.

Up-selling: the path to higher order value and customer satisfaction

“Would you prefer a version with higher capacity and better service instead of the basic package?” That is exactly what an up-sell is – offering a better, more powerful or more cost-effective solution that the customer often hadn’t even planned for. In the B2B world, where decisions have long-term implications, up-selling is a tool not only for increasing turnover but also for achieving better customer outcomes.

UTM Parameters: The Key to Measuring Campaign Performance in Digital Marketing

UTM parameters are short codes appended to URLs that enable detailed tracking of the source, medium and specific campaign from which a visitor arrived. The correct use of UTM parameters is fundamental to effective online marketing performance measurement. In this article, you will learn what UTM parameters are, why they are particularly important for B2B companies, how to use them in practice, and which tools can help you with this.

Value Proposition: a clear value proposition for business customers

Customers don’t buy features; they buy results. A value proposition encapsulates these results in a single sentence and answers the question: “Why should I buy from you?” In B2B, where decisions are influenced by finance, technical teams and management, a well-formulated value proposition can shorten the sales cycle by weeks and pave the way for a premium price.

Video Marketing for B2B Growth and Shortening the Sales Cycle

A study by Wyzowl shows that 89% of B2B buyers watch at least one product video before they even contact a sales representative. Video marketing is therefore not just a ‘nice extra’, but an essential channel that showcases your expertise, builds trust and leads prospects to a demo or an order faster than any other format.

Webinar: an interactive tool for education and lead generation in B2B

Do you want to share expert insights, launch a new product or generate new leads – all efficiently, online and without the need to travel? A webinar is the ideal format for B2B companies looking to build trust, educate the market and generate business opportunities through an interactive digital channel.

White paper: an expert document that educates and generates leads in B2B

Are you looking for a way to reach your target customers with expert content that offers real value? A white paper is a tool that acts as a powerful content magnet in B2B marketing – combining data, expertise and solutions to specific problems in a way that captures the attention of decision-makers and supports business objectives.