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b2b

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Choosing the right account-based marketing software can be a messy process.

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Third-party endorsement is powerful. As marketers, we know that customers are our best salespeople. Their reviews and testimonials build credibility and trust.

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ecommerce shopper

Many are familiar with the digital darlings that market directly to consumers—Warby Parker, Away, Allbirds, etc. But the B2B ecommerce market is growing exponentially, estimated to reach $1.2 trillion in transactions by 2021.

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The “classic” idea of content marketing—cranking out SEO-focused articles, ranking for hundreds of keywords, generating visitors, leads, and paying customers—doesn’t work in all industries.

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amazon alexa voice search

Earlier this year, at CXL Live, you asked us about voice search (a lot). More specifically, you asked the hard questions, like:

  • How can ecommerce companies compete with Alexa?
  • How will voice search work given the human urge to shop around?
  • Are there use cases for voice search in B2B?

This post has answers. They range from straightforward technical optimizations to complex, long-term efforts to differentiate through a superior consumer experience.

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B2B Marketing Attribution: Models, Tools, and Processes

Talk to any B2B marketer about attribution and they’ll either roll their eyes or rant about how it’s important but hard to get right—long lead cycles, multiple contacts from a single organization, etc.

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A Quick Primer on B2B Conversion Optimization

Conversion optimization is a little different if you’re in B2B.

Some of the same underlying principles apply, but because of the inherent differences in buying decisions and sales cycles, pulling B2C optimization practices straight from the book might be a bad idea.

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Beyond Lead Gen: How To Optimize B2B Sales Enablement

We often talk about online conversion optimization without mentioning that many businesses, especially B2B, rely on offline sales to produce revenue.

The two aren’t disconnected, though. There’s a lot we can do online to help increase sales. It starts with sales enablement.

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How To Better Measure B2B Lead Generation

When most people hear “web analytics,” they tend to think about counting visitors, transactions, and conversion rate on a transactional site, such as an eCommerce store.

Yes, there’s a lot of insight to be gained from web analytics for eCommerce sites, you can also learn a lot about B2B lead generation if you’re using analytics correctly.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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