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B2B marketing decides whether your sales team walks into warm conversations or cold ones. New marketers tend to learn the tactics first: posts, ads, emails. The definition gets skipped, and that is where the expensive mistakes start. So, what is B2B marketing? It is the work of making the right businesses, and the right people inside them, know, trust and choose your company.

A LinkedIn profile view is one of the few signals that tells you a named person looked at you, this week, on purpose. To turn it into a conversation, check that the viewer fits your ideal customer profile, find out what they are working on, and message them about that, not about the view.

Hiring a retargeting agency should keep your brand in front of the buyers who already showed interest, consistently, until sales gets the meeting. The common mistake: paying a retainer to retarget whoever your website pixel happened to catch, then judging the agency on click-through rate.