3 min read
Open Path: May 24, 2023
In today's fast-paced business landscape, generating and qualifying sales leads is crucial for sustained growth. However, the process can be time-consuming and challenging. That's where marketing automation steps in, offering a powerful solution to...
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3 min read
Open Path: May 24, 2023
When acquiring or transforming a business for market leadership, your decisions require valuable input. Effective delegation is vital to your success as a busy acquisition manager or CEO. With numerous tasks across teams and departments, your ideal...
3 min read
Open Path: May 24, 2023
During the early days of the NBA, teams had a different approach to shooting. Back in the 2000-2001 season, three-point shots accounted for just a fraction of the shots taken, while the majority were from the mid-range area. However, fast forward to the...
3 min read
Open Path: May 23, 2023
If your company has been successful in a specific region but is now losing existing customers and struggling to find new leads, it's highly likely that your digital presence is to blame.
3 min read
Open Path: May 17, 2023
Is your company's online presence getting lost in the crowded digital landscape while the tried-and-true marketing methods of the past are falling flat?
3 min read
Luke Donahue: May 17, 2023
Are you struggling to achieve desired results with your B2B email marketing efforts? It's frustrating when your emails end up in spam folders, go unopened, or fail to elicit any response. But don't worry; there are effective ways to diagnose and address...
2 min read
Open Path: May 11, 2023
In the digital age, growing a business requires a strong sales and marketing strategy, a high-performing website, a content marketing strategy, and a social media presence. But what about your brand story? The StoryBrand Framework is a marketing strategy...
2 min read
Open Path: May 10, 2023
As a B2B sales team, you face two major challenges: identifying new sales leads and finding the most effective way to engage with them. But relying on outdated tactics such as cold calling can waste time and resources.
4 min read
Chris Thornton: May 10, 2023
In the ever-evolving business world, education and continuous learning are essential for success. As you continue to grow and shape your company in 2023, it's important to stay up-to-date with the latest trends and insights. That's why we've curated a...
2 min read
Amanda Thornton: May 9, 2023
As customers become better informed and more attentive to the products they buy and who they buy them from, customer engagement becomes increasingly important to maintaining a healthy, durable brand.
2 min read
Chris Thornton: May 8, 2023
Historically, B2B companies have focused primarily on marketing their products through manufacturer’s reps and dealers. In recent years, however, sales reps and marketers have witnessed decreasing returns on these efforts.
2 min read
Amanda Thornton: May 8, 2023
You've developed great software for a specific need in your industry, but how do you get the world to know about it? While there are various marketing strategies, the best place to start is with a great website. This blog will guide you through...
3 min read
Molly Clark: May 8, 2023
Are you feeling the pressure of running a business and juggling a million things at once? We've all been there. And just when you thought you had everything under control, you discover that your marketing team is capturing leads left and right, but...
2 min read
Chris Thornton: May 8, 2023
As a small-to-medium-sized B2B company, you may feel constrained by your geographic location and limited budget. However, the reality is that successful B2B companies are expanding their market reach by employing a digital platform and inbound marketing...
2 min read
Chris Thornton: May 5, 2023
Your business software is a highly valuable and unique product specifically tailored to meet the needs of your target industry. As a result, generating qualified leads is paramount to your success as a B2B company.In this blog, we'll draw on our...
1 min read
Chris Thornton: April 30, 2023
As a co-founder of Open Path Digital, I enjoy fascinating conversations with business owners and C-level marketing/sales professionals.
Almost universally, those conversations focus on boosting B2B lead generation while helping the sales team increase...
2 min read
Nancy Kirchoff: April 23, 2023
As a B2B company, you understand the challenges of gaining visibility, generating leads, and driving revenue growth. In today's digital age, where most B2B buyers start their research online, having a solid online presence is essential.
2 min read
Nancy Kirchoff: April 23, 2023
As a B2B business, you know how challenging it can be to stand out in a crowded market. You need to present your brand in a way that communicates your values and solutions to your target audience's specific pain points and challenges. That's where B2B...
2 min read
Nancy Kirchoff: April 23, 2023
Imagine owning a B2B company that provides the best products and services. You have a solid sales team, a great reputation, and loyal customers. However, your website is outdated, hard to navigate, and doesn't reflect your company's value proposition.
2 min read
Nancy Kirchoff: April 23, 2023
Choosing a B2B marketing consultant can be a daunting task. With so many self-proclaimed "marketing gurus" out there, finding someone who can genuinely help your business can be challenging.
2 min read
Chris Thornton: April 22, 2023
If you're running a business, you know that generating revenue is your company's primary goal. And as your company has grown, you may have noticed that, at a certain point, operational inefficiencies begin to occur.
3 min read
Nancy Kirchoff: April 22, 2023
From due diligence to post-acquisition support, there are countless considerations to remember when acquiring a new business unit. With the rise of digital assets and capabilities, however, carve-out planning can be streamlined and executed more...
3 min read
Nancy Kirchoff: April 18, 2023
Could hiring a Fractional CMO be your next best move? Successful small and mid-size enterprises (SMEs) often look for ways to take their businesses to the next level. Growth comes down to using the correct marketing and sales alignment strategy, which in...
3 min read
Cody Jackson: April 11, 2023
So, you’ve opened a gym and are ready to start getting your name out there. And, while you may have signs, posters, and flyers advertising your fitness facility, you also know you need to use digital marketing to promote your gym. But how?
2 min read
Nancy Kirchoff: March 6, 2023
A major component of digital due diligence is completing a management Interview. The focus is to uncover how the pre-acquisition lead-to-cash process is performing. Surprises may significantly impact future spin-up costs and the time required to reach...
2 min read
Nancy Kirchoff: March 1, 2023
A strategic plan framework identifies the strategies and operations during spin-up that could drive or hinder marketing performance, providing insight into potential marketing problems while uncovering new sales and marketing opportunities.
3 min read
Nancy Kirchoff: March 1, 2023
B2B Lead Generation assets will fuel your acquisition’s digital presence and future value creation.
One of the most significant areas of concern during an acquisition is the failure to identify and capture existing lead-generating digital assets.
4 min read
Nancy Kirchoff: February 24, 2023
The second step in digital due diligence is to examine how your potential competitors have structured their B2B go-to-market strategy.
3 min read
Nancy Kirchoff: February 24, 2023
One of the most significant steps in the M&A process is analyzing and valuing acquisition targets. Completing a competitive positioning matrix and utilizing digital search data during pre-acquisition can help you learn about your target company’s...
3 min read
Nancy Kirchoff: September 7, 2022
Have you ever visited a cluttered website with contrasting colors or a layout that made it hard to navigate? Your initial response was likely to move on to the next website listed in the search results. Effective B2B website development can be the...
2 min read
Molly Clark: April 7, 2022
Engagement marketing is a great way to spread the word about your business – and it’s not just for B2C companies. More and more B2B companies are jumping in on the action by taking up ESG causes. In this blog, we’ll look at B2B engagement marketing and...
3 min read
Molly Clark: March 22, 2022
Creating a B2B brand strategy isn’t easy. With so many products and customers, you may find it difficult to ensure that your product messaging is aligned with your other marketing efforts. It’s hard to get organized when there is so much to define and...
3 min read
Chris Thornton: March 14, 2022
As you well know, going digital has become the primary way businesses engage prospects, qualify leads, and complete sales. But how do you know if what you’re doing is working? The answer: a digital marketing audit.
2 min read
Molly Clark: March 10, 2022
Non-profit work is not for the faint of heart. Every day you see the hard stuff of life, both the best and the worst that the world has to offer. You fight for your clients and try to help them in the best ways your organization can, all within certain...
2 min read
David Hardwick: February 17, 2022
If you’re like most businesses, the software you use is the lifeblood of your work. Having the right software tools allows you to automate mundane tasks, enhance basic work functions, and unlock new capabilities so you can increase productivity and make...
6 min read
Open Path: January 19, 2022
So, you’ve built a great product or service that is helping business professionals out. You’ve put in the time, energy, and effort to establish a loyal customer base, but your business growth has grown somewhat stagnant. What’s next? How can you continue...
2 min read
Molly Clark: December 29, 2021
Your organization has decided to take the plunge and has invested in HubSpot software. Now, where do you start? Are you plagued with questions like, “What’s the best way to leverage this software?” or “Will I get a return on my investment?” Or even,...
2 min read
Molly Clark: October 5, 2021
So, your company needs customer relationship management software (or a CRM). You’re ready to get leads organized, increase your sales team’s production, and have a good return on your investment. But is it possible to find a great B2B CRM that can do...
5 min read
Luke Donahue: October 4, 2021
The last job I worked at before I started doing marketing full-time was actually for a plumbing company in Austin, Texas. It was a fun experience, and it was neat learning about the world of blue-collar tradesmen. Nevertheless, it is a difficult business...
3 min read
Luke Donahue: September 12, 2021
So, you’ve completed your B2B blog strategy and your team has decided to write a series of blogs that relate to a core idea, relevant to your business. But, how and where do you start writing?
2 min read
Luke Donahue: September 7, 2021
When it comes to marketing your SaaS company, nothing is more effective at generating quality leads than an inbound marketing approach.
In this short blog, we’ll explain what inbound marketing is, what you need to implement an inbound marketing strategy,...
4 min read
Amanda Thornton: September 5, 2021
It is not likely that searchers who land on your blog are actually there to read the whole thing. These people are looking for a specific piece of content that answers their question. The blog needs to be easily skimmable so readers can sift through...
5 min read
Crystal Huss: September 2, 2021
If you're like most B2B companies, organic website traffic is the number one driver of traffic to your blog. With that in mind, the best way to boost organic website traffic is to amplify what already works. This means finding what keywords are...
5 min read
Luke Donahue: September 2, 2021
Your company's blog can be a powerful tool for letting eager searchers know that your business has the products and services they need to resolve their problem or capitalize on an opportunity. And, while your blog post may provide valuable information in...
3 min read
Luke Donahue: September 2, 2021
So, you’ve written a great blog that will help educate potential leads and delight your current customers. Excellent! Now, what's next? How do you know if your blog was a hit?
3 min read
Molly Clark: August 24, 2021
Losing a lead is a big deal. What’s worse is if you lose the lead yourself. And I don’t mean by your sales team working the lead and then they decide to go another direction with a different company.
What I’m talking about is when the lead simply gets...
3 min read
Luke Donahue: August 11, 2021
In the 2000 film The Patriot, Mel Gibson’s character, Benjamin Martin, teaches his sons how to properly aim a rifle. As the boys ready their targets, Martin reminds them, “Aim small, miss small.”
This iconic scene also reflects an effective SEO strategy...
3 min read
Luke Donahue: August 11, 2021
When it comes to marketing your SaaS company, you know that those who need your software are a very niche market and incredibly difficult (and expensive) to find and sell to. As if this wasn’t enough of a challenge for you, the slew of consumer privacy...
3 min read
Molly Clark: July 29, 2021
You and your marketing team spent weeks toiling over an amazing email campaign. The content was perfect. The graphics for the landing page were gorgeous. You had the right targeted list assigned. You were ready for the new leads to come rolling in for...
5 min read
Luke Donahue: July 29, 2021
When you developed your software for other businesses to use, you did it with a particular purpose in mind. You saw a need that hindered the industry and you wanted to help so you put your technical skills to the test to make companies more productive...
3 min read
Luke Donahue: July 19, 2021
As your company looks to establish itself on the web and manage a sales pipeline through a competent CRM, you’ve likely found and/or are currently using HubSpot to amplify the potential of your online presence. And, while this CRM has some useful HubSpot...
3 min read
Open Path: May 11, 2021
When creating or updating your website, B2B content marketing is something that should be prioritized above all else. Ideally, your online content should have high SEO since most people use search engines to find solutions to their problems.
3 min read
Crystal Huss: May 6, 2021
Google’s most recent product update aligns with the company’s goal of “making Google Search work better for you every day.” As a B2B company, it’s crucial you know what the recent updates actually mean and how they'll impact your visibility on Google's...
12 min read
Open Path: April 22, 2021
Your blog can be a powerful tool for letting eager searchers know that your company has the products and services they need to resolve their problems or capitalize on an opportunity. And, while your blog post may provide valuable information in and of...
5 min read
Luke Donahue: April 15, 2021
You may have heard the mantra, “Content is King,” In the world of online marketing, this simply means that in terms of discovering your business, your most effective way of drawing attention to your site is through the various content offers you have for...
5 min read
Open Path: April 8, 2021
The COVID-19 pandemic has forced all of us in the marketing world to rethink how we build relationships with our customers and acquire new leads. Previous ways of building out a digital marketing strategy framework simply won’t do in this “new normal.”...
3 min read
Luke Donahue: March 11, 2021
As companies seek to improve efficiency and reduce costs, one of the most common areas for improvement is in software. In fact, you developed your software offering with this need in mind. And, while your software helps businesses do their very best...
4 min read
Open Path: February 14, 2021
So, you’ve got a great website and what you believe to be useful content for visitors to interact with. You’ve noticed website traffic is up, but you’re not sure exactly why. Certainly it has something to do with all that great content you’ve made...
2 min read
Luke Donahue: January 19, 2021
During the Summer of 2020, Google trends reported some seemingly bizarre results. Take, for example, the search term “sourdough.” In February, the keyword ranked in the mid-teens out of 100 in terms of popularity. By the end of April, however, it...
2 min read
Michael Carlson: January 12, 2021
You have a great product that’s perfect for placement in convenience stores, but you’re struggling to make contact with decision-makers who can put your great products on shelves. With 62% of convenience stores (C-stores) being independents who only own...
2 min read
Open Path: January 4, 2021
Your company has established itself as a reputable and authoritative source in your industry. Businesses look to you for the crucial goods and services you provide in order to survive. As you look to expand your business and increase sales, you know you...
14 min read
Open Path: December 21, 2020
You’re likely reading this because your B2B company’s sales and marketing efforts simply aren't working as well as they used to. That, or you’ve acquired a new business and it’s struggling to turn a profit so you’ve been tasked to transform the company....
4 min read
Open Path: December 10, 2020
Back when you were getting your MBA, you likely studied various forms of sales process engineering. Of these, you likely spent a good deal of time studying the “sales funnel.” As more and more users are beginning (and even ending) their purchases online,...
6 min read
Luke Donahue: November 17, 2020
Simply put, old marketing techniques aren’t working anymore. Although you have strong products and a great sales team, your clients are leaving, and your leads are dwindling. In order to avoid your business tanking...
3 min read
Chris Thornton: October 27, 2020
Have you been tasked with transforming your company? Whether a new acquisition or an existing company looking to regain market leadership, the insight you gain from this article will be a game-changer. The positive news is, your quest for business...
3 min read
Chris Thornton: October 6, 2020
Let’s face it. Your sales team is tired. They’re tired of high-level decision makers being inaccessible. They’re tired of being handed over poor leads that waste their time. They’re tired of writing emails that rarely get opened, and, even more rarely,...
2 min read
Chris Thornton: October 1, 2020
When COVID-19 hit the United States, the entire economy essentially shut down. During these months of adjusting to a viral threat, successful companies made a strategic shift toward digital B2B sales and marketing by employing a digital marketing...
3 min read
Chris Thornton: September 17, 2020
Does it ever feel like your marketing, sales and service teams are competing against each other rather than working together? Does your sales team feel like it’s carrying the burden of marketing? Does your service team feel like the sales team set client...
2 min read
Lindsey Roberson: September 30, 2019
We are living in a digital age, especially when it comes to marketing.
4 min read
Open Path: July 8, 2019
It's hard to see where you're going when you're only focused on short-term priorities and tasks.
That's why creating the right growth framework for your business means you need to take a step back, assess the competitive landscape, and develop the right...
3 min read
Open Path: June 24, 2019
It's common practice in today's society for people to solve problems or questions with a quick internet search.
2 min read
Chris Thornton: May 5, 2017
I was meeting with a new client recently. The question I asked was, “What % of your B2B leads converted into sales for your company?”
2 min read
Chris Thornton: March 28, 2017
We all know what a bad sales lead feels like after 20 seconds of conversation.
2 min read
Chris Thornton: January 31, 2017
In digital marketing services, the goal is to always be tracking, analyzing, and refining the B2B marketing strategy in place.
2 min read
Chris Thornton: January 24, 2017
B2B customer satisfaction sits at the core of key concepts in B2B marketing, and yet many marketers still don’t give it enough attention.
3 min read
Chris Thornton: January 10, 2017
Many manufacturing companies find that bringing on an experienced manufacturers' representative can stimulate sales rapidly in a new territory.
2 min read
Amanda Thornton: December 20, 2016
It’s easy to read a few marketing articles and understand that content targeting has quickly become dominant as the digital marketing service of choice.
2 min read
Chris Thornton: December 13, 2016
Building a strong B2B website that connects with customers is important.
2 min read
David Hardwick: December 6, 2016
Inside most people's head is a giant question labeled, "WIIFM?"
2 min read
Chris Thornton: November 29, 2016
Whether your business is just starting out or you've been running it for years, traditional marketing can become expensive, quickly.
2 min read
Chris Thornton: November 15, 2016
Today’s world may seem smaller than ever, but from the perspective of global web design, the culture gap is still quite large.
2 min read
Amanda Thornton: November 8, 2016
Here at Open Path Digital, we could talk about the benefits of B2B marketing strategies, digital marketing services, and effective B2B website design until the cows come home.
2 min read
Chris Thornton: November 1, 2016
Let’s take a step away from being a business owner or manager for a second, and think about purchasing decisions from your perspective as a consumer.
2 min read
Chris Thornton: October 25, 2016
We know that many businesses take the time and effort to create their own B2B web design.
2 min read
Amanda Thornton: October 18, 2016
When you're launching your campaign, it's only natural to have high hopes.
1 min read
David Hardwick: October 4, 2016
Marketing is exponentially more complex than it was even 10 years ago.
2 min read
Chris Thornton: September 27, 2016
Communicating how your product is the best choice for customers is possible.
1 min read
Amanda Thornton: September 20, 2016
The 4Ps of marketing are known as the marketing mix, a strategy that was developed by Neil Borden in the 1950s.
2 min read
Chris Thornton: August 29, 2016
Let’s suppose you were tired of being alone and decided it was time for a spouse.
3 min read
Chris Thornton: August 26, 2016
Ever dream of having sales prospects anxiously waiting in line to do business with your company?
2 min read
Amanda Thornton: August 25, 2016
When you're getting ready to start marketing your business, one of the most important things you need to know is who is most likely to buy your product or tap into your service.
2 min read
David Hardwick: August 23, 2016
It may sound simple, but the first step businesses need to take before establishing a marketing plan is understanding who their potential customers are and how they should be engaged with.
2 min read
Chris Thornton: August 14, 2016
It may feel a little strange to think about your website being broken, especially when it looks great and your friends and customers compliment you on how nice it looks.
3 min read
Chris Thornton: July 28, 2016
Life seemed simpler before technology changed modern marketing, and we only had CBS, ABC, and NBC. The family had time to relax together in front of the one TV after dinner and were all entertained by the same show. Oh, those baseball, hot dogs, apple...
2 min read
Amanda Thornton: July 26, 2016
The debate between inbound vs. outbound marketing has been an ongoing conversation recently, but figuring out where you fall in the debate can be a little tricky. Below are some of the answers you need to make marketing decisions for your business as...
