Tom N. Tumbusch

Sep 9, 2024 | tricomb2b.com | Hannah Eisenhauer |Tom N. Tumbusch |John Buscemi |Chris Eifert

Theoretically, A/B testing is fantastic: B2B marketers compare two versions of an ad, landing page, email or other copy, changing one variable. Then they look to see which version may better resonate with customers. But in practice, a lot of outside variables in today’s digital landscape make it hard to do a clean A/B test. Marketing channels can input all sorts of factors into A/B tests that likely have little to do with what you want to measure and learn about.

Jul 18, 2024 | tricomb2b.com | Tom N. Tumbusch |Greg Setter |Joshua McGee |Kayla Bradstreet

Good brands pay close attention to visual elements like their color palette, font choices, the types of images they use, and so on. Elaborate guides are created to ensure every designer knows how these details should and shouldn’t be used. Great brands go a step further — not only by defining how they look, but also how they sound. Their copy is carefully written to create a consistent reader experience every time you encounter their messaging. A good brand voice is rarely an accident.

May 13, 2024 | tricomb2b.com | John Buscemi |Nick Westergaard |Whitney Alexander |Tom N. Tumbusch

If there’s been a mantra for CMOs in recent years, it’s: “Do more with less.” According to the 2024 Gartner CMO Spend Survey, average marketing budgets fell 15% to a post-pandemic low of just 7.7% of overall company revenue this year. CMOs focused exclusively on B2B fared slightly better, with average budgets of 8.4% of revenue. The environment for business is looking slightly more favorable in 2025, with modest growth and easing inflation balanced by lingering uncertainty and trade tensions.

May 6, 2024 | tricomb2b.com | Tom N. Tumbusch |Hannah Eisenhauer |Greg Setter |Ashley Huddleston

B2B buyers are often reluctant to change, especially when they’ve invested in a solution they’ll need to replace. If you’re challenging entrenched competitors, your clients will need strong and compelling reasons to switch. The solution is simple: give them d@mn good reasons. Forget about your offering’s features. What makes it relevant to your target audience? Don’t settle for asking why they should care. Why should they care passionately?

Mar 20, 2024 | tricomb2b.com | Andrew Humphrey |Hannah Eisenhauer |Tom N. Tumbusch |John Buscemi

B2B marketers, want to know the best thing (and the worst) about the transition from Universal Analytics (UA) to Google Analytics 4 (GA4)? It happened. Yes, GA4 looks much different from the UA tools and interface that have been around for years. It’s also true that all of your company’s historical website data saved in UA will disappear early in 2024. And B2B marketers (if you haven’t already done so) will need to invest time to master GA4 and configure all of its reporting capabilities.