What Is B2B IP Tracking? B2B IP tracking is the process of identifying website visitors by performing a ‘reverse IP lookup’ on their IP address and matching this to a company or organization name. It is commonly used by business-to-business (‘B2B’) marketing and sales teams to support direct sales reps with more actionable website-driven leads. … Read more
B2B customer testimonials and B2B case studies — What’s the difference? In the world of B2B content marketing, real-world customer testimonials and case studies continue to stand out as preferred sales support tools for convincing new prospects that your solution truly does deliver tangible value. There’s a spectrum of possibilities here that differ in terms of complexity, customer commitment/involvement, and long-term value for the solution vendor. So what’s the difference between a customer testimonial and a case study? Here’s a breakdown that may be helpful:
When thinking about a B2B target market segment for any particular solution, it’s obviously important to consider the size of the total (human) population the company needs to reach, at least as a rough estimate for framing the discussion about coverage and outreach efforts.
The diagram below provides one way to visualize this.
Target Accounts: The darker blue dots in the smaller circle at bottom represent the individual accounts the B2B vendor should be targeting with its solution. These can be company headquarters, geographically distributed divisions of companies, etc. They are basically any entity or ‘purchasing unit’ that can make an independent buying decision for your solution category, place orders, pay vendor invoices, etc. Estimates for this number should be available from your company’s market segment research and market sizing work.
In the business-to-business world, this number can range from literally a handful of accounts, to hundreds, thousands, and tens of thousands or even more.