Search Marketing Knowledge Center

Best Practices for Increasing MQL to SQL Conversions

Leading Edge December 6, 2024

Every company’s marketing department works hard to funnel marketing qualified leads (MQL) to its salespeople. Ideally, sellers want every MQL to convert into a sales-qualified lead (SQL). Having an MQL to SQL rate of 100 percent is not realistic, but far too often, this number ends up being lower than it should be.

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Pepsi Builds Customer Relationships During Tet

Smarties Awards September 30, 2024

Suntory PepsiCo Vietnam Beverage's "Bring Tet Home" campaign combined corporate social responsibility with innovative CRM strategies to connect with Gen Z and families during Vietnam's Tet celebrations, resulting in increased brand equity and customer engagement.

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Lifebuoy Enables Reunions During Tet 2022

Smarties Awards September 30, 2024

Unilever's Lifebuoy brand leveraged data-driven targeting and partnerships to provide free train tickets and hygiene products to financially burdened Vietnamese citizens during Tet 2022, significantly boosting brand relevance and sales.

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How B2B Brands Take Relationship Marketing to the Next Level

Champions of Growth Podcast September 11, 2024

Jamie Gier, CMO at DexCare, joins host Matthew Schwartz to discuss the latest trends in relationship marketing, which emphasizes customer retention, satisfaction, and lifetime customer value.

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How to Close the Growing 'Consumption Gap'

B2B July 26, 2024

The time between when a piece of content is requested and the moment it is actually opened — called the "consumption gap" — is getting longer, according to a recent study. However, there are several remedies to shrink the gap, ranging from creating the kind of content that will help prospects do their jobs better to modeling on-demand webinars on live events.

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This Company Strove to Turn Itself into the Enterprise IT Leader with an Integrated, Multi-Year Campaign

B2 Awards July 17, 2024

Juniper Networks undertook a multi-year effort to break Cisco’s stranglehold on the enterprise IT market.

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This Financial Services Company Appealed to Customers Through a Parallel with Football

B2 Awards July 17, 2024

Sammons Institutional Group promoted itself as an authority on preparing for unforeseen financial disruptions through an analogy with football’s star quarterback Brock Purdy.

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This Bank Pitched Itself to Law Firms

B2 Awards July 16, 2024

Esquire Bank undertook a multi-year effort to attract law firms as clients with advertising inspired, in part, by the TV program Better Call Saul.

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How ZS Created Leads with AI Generated Display Ads on a Budget

B2 Awards July 14, 2024

With a total budget of $161,255, ZS deployed a set of AI-generated display ads to position itself as the technology brand that health care companies could partner with to create the future of the industry.

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AllazoHealth Refreshes its Brand

B2 Awards July 13, 2024

AllazoHealth revamped its branding to foreground the technological sophistication of its health care solutions.

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Reaching Utility Companies with a Podcast on Telecommunications

B2 Awards July 13, 2024

Telecommunications company Anterix promoted itself to the utilities sector with a podcast.

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Chevron’s Mailer Boosted B2B Leads by Touting the Importance of Oil

B2 Awards July 13, 2024

Chevron touted the importance of high-quality oil to businesses operating equipment with diesel engines.

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Avaya Thinks Connected in Healthcare

B2 Awards July 3, 2024

Avaya's Think Connected campaign leveraged a highly personalized account-based marketing strategy to drive digital transformation for the U.K.'s National Health Service (NHS), showcasing Avaya's capability to enhance patient care and operational efficiency.

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Carhartt's Uniforms: A Competitive Edge for Business Decision Makers

B2 Awards June 30, 2024

Carhartt deployed an omnichannel campaign — spanning video, rich media, website, trade show, display, and social — to position its company gear offering as a driver of business success.

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This Brand Won New Business by Encouraging Consumers to Take Small Steps with Energy Efficiency

B2 Awards June 30, 2024

To help drive awareness of the brand and inform customers of its energy-efficiency programs, Rhode Island Energy created a multi-channel campaign that encouraged prospects to take small steps toward more efficient and ethical energy use.

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This Sophisticated Campaign from Kestra Financial Helped Grow the Business

B2 Awards June 28, 2024

Faced with the reality that many of its target prospects weren’t aware of the brand. Kestra Financial created an integrated campaign that leveraged public relations, precision targeting, and innovative lead scoring tactics to increase brand visibility and engagement.

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Podcasting for Powerful B2B Connections

B2 Awards June 25, 2024

Twogether leveraged “The Tech Marketing Podcast” to build strong relationships with key decision-makers in the B2B tech industry, significantly boosting engagement and revenue.

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USPS Delivers Sales Enablement at Scale

B2 Awards June 22, 2024

The United States Postal Service overhauled their sales enablement approach, focusing on personalized, customer-centric messaging at scale.

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YouScience Paves a Path with Brightpath Platform

B2 Awards June 22, 2024

YouScience launched Brightpath, an innovative education and career guidance platform, to re-engage students and excite education leaders, resulting in significant growth in awareness, leads, and revenue.

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