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What Is the Cost of Video Production for the Web? – B2B Marketing Article

In the past, professional-grade video has been an expensive proposition. Shooting, editing and production required specialized equipment and expertise. Now, you have many more options, from low-cost do-it-yourself video blogs to polished corporate overviews. Fortunately, advances in technology have made even professional videography more affordable than ever. While the bromide “you get what you pay for” still applies, businesses today can get a higher quality product for their money. At the same time, our plugged-in business world is far more…

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Why do B2B Content Marketing Strategies Fail? – B2B Marketing Article

Content is the atomic particle of all digital marketing.  Rebecca Lieb, in her book Content: The Atomic Particle of Marketing, describes content as the single most important element of any marketing campaign. At Hinge, we talk about content as having changed the way professional services are both bought and sold. While the B2B community still thrives on word-of-mouth referrals for winning new business, prospective clients – even in the most traditional industries – have learned to turn to digital channels first…

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How to Increase Brand Awareness and Visibility – B2B Marketing Article

Brand. It’s a word that is thrown around a lot, but what is it really? And how can you measure it to quantify its impact? Brands are the personality’ of a business, whether the business is a consumer good like soda or a professional service like accounting. The emotion, imagery, and associations a person connects with that company have generally been well thought out and planned by a team of people. Companies strive for positive associations with their company  —…

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Sales and Marketing Strategy for Professional Services: What Every Firm Needs to Know – B2B Marketing Article

Bringing in new clients is essential to the health of every professional services firm. And nothing is more central to the success of that endeavor than an effective sales and marketing strategy. This article will focus on how to develop a strategy for your firm. Let’s begin by clearing up some basic confusion: what is the difference between sales and marketing? Sales vs. Marketing in Professional Services Sales is about convincing your prospects buy your services. It’s about closing business…

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Why A B2B Account-Based Marketing (ABM) Strategy Must Be A Priority – B2B Marketing Article

Let’s face it, marketing resources—whether part of a large or small team—only have a certain amount of bandwidth each month to build or strengthen their brands, generate leads or demand, enhance their customer experiences, or to reach all of these goals. For many, the ultimate goal is to help increase/improve opportunity engagement throughout their funnels or pipelines. Unfortunately, to achieve these goals, marketers often have to adjust, adapt, and accelerate their marketing strategies and plans. Reaching the right buyers (especially…

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