Tag Archives: Marketing Trends

Trends: Web Form Fields That Convert

January 29, 2015

High quality content is key to lead generation. While we know scientists and engineers seek accurate, research-based content, we know they are skeptical of trusting online content and filling out lead forms to get to it. So what fields – and how many – should we prioritize?

TREW Marketing and CFE Media conducted two comprehensive content marketing surveys in 2014 to over 1000 R&D engineers that provided hard data across a wide range of topics, including lead forms. Many often assume our target audience of engineers will not fill out lead forms. However, the findings revealed what we at TREW believe and have seen for years – if content is perceived as valuable, engineers will absolutely fill out a lead form to get it.

“From websites to blogs to e-newsletters to gated content like white papers, no matter the channel or format, we as marketers have a huge challenge – and great opportunity – to be the stewards to ensure our teams are publishing high quality content our engineering customers trust and appreciate. When they do, they will reward us by visiting our websites and engaging.” Rebecca Geier, CEO and Co-Founder, TREW Marketing


What Content Should Require a Lead Form vs. Be Free?

Lead form info


Quick stat: Respondents were most likely to provide basic contact information to access webcasts and webinars (72%); product information (69%); white papers, best practices, etc. (68%).

From the data above, we find that engineers are most likely to complete a lead form for webcasts, product information, and white papers.

It is interesting to see product information so high. On one hand, when thinking of content such as data sheets, we at TREW usually don’t recommend gating (aka, putting a lead form in front of) this type of content. You don’t want to keep engineers from quickly getting to product specification type of information. However, it goes to show how valuable engineers find product information. So for you product companies out there, take note – you have a real opportunity to experiment with placing lead forms around product-related content that is highly valuable.

In deciding which content is more valuable than another, one rule of thumb is to think about the level of effort the piece took to create. Did it require involvement of your lead engineers? Is it more informative/valuable than content you have available for free? Remember, you can always try the lead form, and remove it later if you’re getting high bounce rates on the landing page.

At the bottom group from case studies to blogs, we saw less than half of respondents saying they would be likely to complete lead forms for this type of content. That’s in line with what we typically recommend – keep this type of content free from lead forms.

It’s not just our survey that shows this data. According to a survey conducted by IDG Enterprises as seen on MarketingCharts, “the quality of the content is the most important characteristic to decision-makers when they’re searching for tech-related information online.” 72% of respondents deemed “reliable/accurate content or information” as being important and 69% of respondents needing “straightforward, unbiased coverage” as a top characteristic for filling out a form.

The more valuable the content is perceived to be, the more personal information a web visitor is willing to give. For this reason, creating a compelling landing page is critical to generate leads.


What Lead Form Fields Are Engineers More Likely to Complete?

Info Likely to Provide

The top five fields respondents were likely to complete in order to access online content were first name (89%), last name (84%), work e-mail address (77%), company name (76%), and job title (73%).

As marketers, you may often wonder, “What fields are ‘must have’ for online lead forms?” We asked just that in our survey, and we got our answers. Looking at the chart above, you can see three distinct groups of lead form fields that engineers are likely to complete:


1. The first five field types – name, email, company, title – have a notably higher likelihood of being completed by our respondents than the rest – all more than 70% likely to be completed.

2. The next four – industry, product interest, address, phone – have just less than a 50% chance of being completed.

3. The rest of the field options we asked about including company phone and website, purchase timeframe, cell number – have nearly less than a 25% chance of being completed.


In general, web users tend to bail on any task that appears time consuming or cognitively taxing, and long forms will scare them off. It’s too big of a commitment too soon.

Pages that house web lead forms – or what many refer to as landing pages – do require highly effective page design and there are established best practices about landing page design and content.

By using shorter forms with the fields we now know are most likely to be completed, you should see a higher lead conversion rate (assuming of course your content is trustworthy and valuable). In fact, in one study, a lead form with 11 fields was replaced with a 4-field form, and the result was a 160% increase in lead form submissions with no change in lead quality.

In another post coming soon, we’ll talk more about how to use marketing automation software like HubSpot to create what’s called “smart web forms” that allow you to gather additional information over time as a lead returns for further information.

Watch Rebecca Geier and CFE Media representatives discuss findings on this and other topics from the December 2014 survey in the webcast, “Content Marketing Preferences of Engineers.”



Personalize Your Marketing Efforts or be Left Behind

The emotional decision process connecting with others on a real and valuable level is bleeding into business decisions and is forcing marketers to provide a more personalized, authentic approach to their audience. HubSpot titles this marketing movement as the “Human Era” and states that, “only by individualizing an audience and building authentic connections will a business thrive in the Human Era.”


Additionally Janrain conducted a national poll uncovering that 74% of online consumers get frustrated with websites when their content appears to have nothing in common with their specific interests.

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Thurs. Trends: Marketers Integrating Modern Channels to Promote B2B Events

In-person events are a slowly evolving channel for B2B marketing. However, two things remain the same: B2B events produce the highest amount of quality leads but continue to result in a higher cost-per-lead partly due to the shift of resources that must go into promoting the event. According to MarketingCharts and Sagefrog Marketing Group, the largest percent (36%) of B2B marketers felt events and tradeshows gave their company the most ROI for lead generation.

Additionally, in a survey of 200 B2B marketing professionals in the US by marketing technology reviewer Software Advice, trade shows were cited as the channel that generates both the most leads and the best leads: 77% of marketers say shows generate a “somewhat” or “very high” quantity of leads, and 82% say they generate leads of “good” or “excellent” quality.

Quality of Leads by Channel, MarketingProfs.com

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Using Science to Guide Web Design: 3 Key Takeaways from Eyetracking Research

Looking for additional insight? Check out our eBook: A 15-Point Checklist to Evaluate Your B2B Technical Website.

Maybe it’s because we work with so many engineers and techies, but here at TREW, we can be real skeptics. We take an “I’ll believe it when I see it” approach – relying on hard data and proof points when making decisions on the most effective ways to help our clients market their brand.

So when it comes to creating effective web layout and designs that get results, we rely on usability data from trusted sources to help us make sense of how people use the web. One type of web study we rely on – and prove out time and time again – is eye tracking research.

Eye tracking is a form of research that allows the proctor to track web visitors’ eye movements across a page, providing insight into what people truly spend time looking at on the screen, what order they look at it, and what their eyes avoid. Some of the key questions eye tracking research can address include:

  • Which area of the page draws a web user’s attention?
  • What do users tend to look at first, second, third?
  • Which areas of the page do users avoid or ignore?
  • What specific elements of content do users gaze at for more than a second or two?
  • Do web visitors notice key elements of the page or recall key messaging?

By incorporating what we learn from eye tracking research, we can determine the best format and placement for content, and establish optimal page layout. It’s truly an opportunity to apply hard data to marketing activities for improved ROI.

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Thurs. Trends: B2B Content Marketing Leads to a Successful Marketing Strategy

As B2B marketers, we have begun to see the positive effects of incorporating B2B content marketing into our marketing efforts. Although we have started to see the positive impact that B2B content marketing can have in our marketing strategy, we are still struggling to obtain concrete ROI results.

Results from a study found in Interactive Advertising Bureau, 93% of B2B marketers are using content marketing within their marketing strategy.  (Source: 2014 B2B Content Marketing Trends-North America: Content Marketing Institue/MarketingProfs)

2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

The majority of B2B marketers have confirmed that they utilize content marketing within their marketing strategy, even if they’re not seeing the explicit overall effectiveness of their content marketing.

Proving the Effectiveness of B2B Content Marketing Through Documentation

According to the Content Marketing Institute eBook, The Essentials of a Documented Content Marketing Strategy: 36 Questions to AnswerB2B marketers who document their content marketing are far more likely to consider their content marketing efforts as being effective. Due to the documentation process, these B2B marketers also consider their content marketing to be less challenging.

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Thurs. Trends: Proving the ROI of Marketing Tactics Still the Biggest Challenge Among B2B Companies

The pendulum is swinging to allow marketing to take the reigns in determining campaigns for lead generation in B2B companies. However, marketing teams are still struggling to prove the direct ROI of marketing tactics to the business. B2B companies are adopting digital marketing, content marketing and inbound marketing practices, because they see the value in general, but they still don’t have the proof.

In fact, a study featured in MarketingCharts this summer found that “40% of the respondents indicated that marketing programs made a difference, but the contribution to the business goals were not measured and reported.” (Source: 2014 ITSMA/VEM Marketing Performance Management Survey The Link Between Marketing Performance Management and Value Creation)


CMOs cited that short term impact can be measured on specific campaigns and activities, but long term campaigns with a broader impact are still incredibly difficult. As digital and inbound marketing tactics grow in popularity, 66% of marketers are feeling more pressure to prove the direct value.

The ROI of Marketing Is There, It’s Just Vague

In a recent survey with CFE Media (Content for Engineers), TREW found that engineers marketing to engineers were also struggling to understand the explicit value in certain content marketing techniques; and yet when asked if they used those techniques as marketers (and when they respond as buyers), they responded that they find the techniques helpful.
CFE Media and TREW Marketing Survey Results Over the Value of Producing Content

Even as marketers are struggling to prove the ROI of modern marketing techniques, such as content marketing, they are proving time and again that these techniques are essential to growing their business. Shown above, 74% of engineers are more likely to do business with a company that produces fresh and current content on a regular basis.

The Perception of Marketing’s Worth Among CMOs, CFOs, and Sales

It’s studies like these that prove the ROI of marketing in a high-level view, but CMOs and CFOs are still disagreeing on the value in marketing dollars. A study at Marketing Week in the UK by Econsultancy found that while CMOs perceive they are contributing to 30% of the company’s business revenue, only 25% of CFOs agree. Furthermore, 75% of CMOs believe that their efforts are directly influencing sales, only 33% of CFOs agree.

Econsultancy Marketing Week Perceptions of Marketing

But it all ShrugEmoticon-1024x682comes back to knowing how to prove the ROI explicitly. Even in the Econsultancy study, “83% of marketers and 76% of finance directors surveyed admit not knowing what the return on investment from their company’s marketing actually is.”

HubSpot has featured in their State of Inbound each year the results of perceived value in inbound marketing among B2B marketers and sales teams and for The State of Inbound 2014, they show that it remains a challenge to prove ROI, though they know it does exist.


TREW Marketing ROI of Marketing FunnelThe best way to prove the ROI of marketing is to set a measurable goal that directly relates to revenue.

Take a look at TREW’s lead-to-revenue calculator for tips on proving the ROI of marketing and the overall value of marketing.

Thurs. Trends: 3 Email Marketing Trends for Your 2015 Marketing Plan

As email marketing continues to grow in popularity as a powerful tool to nurture your target audience through the marketing funnel and buyer’s cycle, there are some factors to take into consideration when forming your 2015 marketing plan:

Image-based Emails vs. Text-based Emails
Do consumers prefer that emails from companies contain mostly images or mostly text? According to research from HubSpot’s 2014 Science of Email Report, there is a significant disconnect between the self-reported data vs. the observational data that was received from the testing that they conducted. In both the 2011 and 2014 surveys that HubSpot conducted, it received nearly 2/3 respondents saying they preferred mostly image-based emails vs. mostly text-based emails.

HubSpot's Science of Email 2014 Email Preference Self-Reported Survey Results

Source: HubSpot’s Science of Email 2014 Email Preference Self-Reported Survey Results

As you can see below, however, HubSpot’s observational data shows that the CTR (click-through rate) actually decreases as the number of images within an email increases.

HubSpot's Science of Email 2014 Email Preference Observational Data Survey Results

Source: HubSpot’s Science of Email 2014 Email Preference Observational Data Survey Results

With email marketing, it’s always important to weigh the pros with the cons of using images vs text.  Experiment with various types of images and text content within your open- and click-through- rates and structure your strategy accordingly.

In general, a even mix of images and text covers all your bases. As well, don’t forget to create your emails in both HTML and text-based code so those email providers that have strict image settings still receive a reader-friendly email.

Timing Your Emails
When deciding on the best time to send out emails, it’s critical that you’re sending emails to your recipients based on their schedules. Unfortunately for email marketing, there isn’t a set time that everyone checks his or her inbox, so a bit of testing will be required. To decide on the best time to reach your audience, attempt a simple A/B test experiment.

A/B Testing

Divide your email distribution list and send your email to the two-segmented lists at different times. Review your open rate results and make changes to your distribution time if it is needed. Continue this type of testing for your email marketing regularly to ensure that your emails are being sent at the best time based on the schedules of your recipients.

Email Formats – Don’t forget Mobile!
The pendulum is swinging toward mobile devices as a primary source of email views compared to desktop devices.  Due to this evolution, proper templates and changes in the formatting of your emails need to be taken into consideration in order for your email marketing strategy to be successful.

Litmus Email Open Rate for Mobile Devices

According to Litmus, the majority of emails being opened are occurring on iPhones, Androids, and iPads. In 2013 alone, the mobile open rate increased 21% to now represent 51% of emails being viewed on a mobile device.

HubSpot's Science of Email 2014 Self-Reported Data Results: "How do you read email?"

HubSpot’s Science of Email 2014 Self-Reported Data Results: “How do you read email?”

Similarly, self-reported data results within HubSpot’s Science of Email Report show that 57% of survey takers reported reading emails on their phones and 33% of the survey takers reported reading it on their tablet devices.

This graph also points out that people are opening their emails on both their mobile and their desktop devices, so the key is to send responsive emails (emails that are ambiguous to both types) rather than picking one format in which to create your emails.

In conclusion
When it comes to planning your email marketing strategy it is important to take all factors into consideration. You must remember to test and evaluate your results in order to see continued success – and don’t forget to keep up with technology trends, as these play a huge role in the evolution of email marketing.


For more information on marketing trends to consider in your 2015 planning check out, Top 3 B2B Marketing Trends to Prioritize in 2015.

Thurs Trends: B2B Inbound Marketing Hacks for 2015 You Should Start Now

As the end of the year sneaks up on us, marketers are beginning to think of their 2015 marketing plans and budgets – or at least, they should be. Here are a few important strategies to have in place before 2015 planning even begins:

Figure out your marketing-sales alignment, and test it now.
One of the biggest challenges every marketer faces is agreeing with their sales team on what success looks like. According to The State of Inbound in 2014, by HubSpot, “more than 25% of respondents reported that their organizations’ sales teams practice inbound.” And with technology following suit – its important that sales and marketing teams have a service-level-agreement (SLA) in place and set realistic goals.

Read the “4 Steps to Tear Down the Wall between Marketing and Sales” by TREW Marketing

An SLA between marketing and sales teams is a ‘hand-shake’ between the two teams, and includes measurable strategies for both parties, achievable goals, and realistic timelines for those goals. Putting together an SLA now, and measuring the success of both teams, gives you knowledge you’ll need to tweak your SLA for 2015.

Caption: According to HubSpot, “Inbound budgets positively correlate to the presence of a Service Level Agreement (SLA) between marketing and sales.”

Caption: According to HubSpot, “Inbound budgets positively correlate to the presence of a Service Level Agreement (SLA) between marketing and sales.”

Marry your B2B inbound and outbound strategies – and TEST THEM NOW!
B2B marketers have slowly let go of some outbound tactics to make room for inbound ones, yet some outbound tactics are here to stay – at least for the next few years.

For example, B2B marketers still find tradeshows to be a good source of leads, when executed properly. No longer can you simply scan 300 badges of your booth visitors and expect all 300 to answer the phone and sign up for a product demo and quote. You have to utilize the outbound interaction in outbound tactics to improve upon your inbound ones.

Outbound tactics, such as PR and tradeshows, can be complemented with inbound techniques such as social media, email automation, and good content and SEO on your blog and website. And either can come first. For example, sometimes a press release is the first thing people see; so don’t forget SEO best practices for finding later. Add content to your site to compliment the press release so when they get to your site, they have something else to read – and convert on. Incorporating inbound techniques with your outbound tactics are essential in completing the full circle of modern marketing.

Decide on your preferred marketing technology… and train on it!
In a study by Ascend2 featured in MarketingProfs, 45% of marketers agree that the lack of an effective marketing strategy hinders the success of marketing automation, and 40% agree that the lack of skilled end users is another challenge in marketing automation success. Marketing automation makes inbound marketing efficient and effective, but most importantly, provides marketers with the metrics needed to improve upon the ongoing strategy.

Read TREW’s post “Thurs. Trends: Marketing Automation Trends among B2B Marketers

Caption: Ascend2 Marketing Automation Survey, “What are the MOST CHALLENGING OBSTACLES to marketing automation success?”

Caption: Ascend2 Marketing Automation Survey, “What are the MOST CHALLENGING OBSTACLES to marketing automation success?”

According to MarketingProfs, the two most important factors in choosing a marketing automation platform is analytics/reporting and ease of use. Which means you not only need to strategize the use of the tool, but you need to train your team how to use it! Take the time to make sure both marketing and sales users understand the full scope of what the tool can do, as well as what your company uses it for.

Caption: Ascend2 Marketing Automation Survey, "What are the MOST IMPORTANT FACTORS in choosing a marketing automation system?"

Caption: Ascend2 Marketing Automation Survey, “What are the MOST IMPORTANT FACTORS in choosing a marketing automation system?”

In conclusion
Planning your B2B marketing strategy for 2015 shouldn’t put a hold on Q4 of 2014. Use this time to test and train on the new marketing strategy you are implementing in January – and stay ahead of the trends.

Redesigning your website for 2015?
Download TREW’s eBook, Smart Marketing for Engineers: Website Redesign”

Interested in a Marketing Plan for 2015? See the bundles offered by TREW Marketing.

Related Reading:
Top 3 B2B Marketing Trends to Prioritize for 2015 – http://www.trewmarketing.com/smartmarketingblog/marketing-trends/2015-marketing-trends-to-prioritize/




Top 3 B2B Marketing Trends to Prioritize for 2015

September brings the beginning of the school year and football season, but it’s also the perfect time to start thinking about marketing planning and budget allocation for 2015.  So what are the B2B marketing trends you should consider as you start your planning process? TREW Marketing’s account team recently put our head’s together to create the following list of must-consider trends to prioritize in your 2015 plan.

Content Strategy Based on Personas

We all know content is king and should always be the top priority in any marketing plan. However, ensuring your content strategy is based on reaching your target buyer personas at the time of day/week, frequency, length and form factor they prefer is often overlooked in content strategy development. If you want to get the full value out of the time you spend generating content, taking time to map your content to your buyer personas is well worth the investment.

What are buyer personas? Buyer personas are semi-fictional representations of your ideal customer based on market research and real data about your existing customers. Don’t have buyer personas? Consider adding those to your priorities list too!

Marketing personas

Also consider if you have adequate content for each part of the buying cycle including:

  • Learn content such as case studies, videos, blog posts and data sheets
  • Try content such as a demo or evaluation
  • Buy content such as white papers, product demo videos and webinars

And if you’re not yet doing a blog and don’t have at least two videos or webinars on your website, I would place these high on your content prioritization list for 2015.

Why invest in these two content types:

  • Companies that blog see up to 55% more web traffic and 70% more leads (HubSpot)
  • 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video (Content Marketing Institute)

Website Design for Mobile Devices

We’ve all heard the buzz that mobile use is increasing, but with traffic numbers from mobile still in the 8-15% range for B2B (Harrison Jones, Search Engine Land; December 2013) does it make sense to invest in mobile? Once you have 10% of your users viewing your site in a mobile device, we believe you should definitely make the investment in responsive design to ensure you deliver a high-quality user experience for all devices, while capturing mobile search visits. How does responsive design impact search? Google favors websites optimized for mobile when presenting search results from mobile devices, placing you above your competitors that don’t have an optimized site.

What is responsive web design? Responsive web design is a way to develop websites where the server always sends the same HTML to all devices, and CSS (cascading style sheet) is used to change the way a page renders on different display sizes.

Parillion website

TREW created a Responsive Design web experience for Parallon Business Solutions. To the left you can see the desktop version, and on the right is how the screen responds to more narrow margins such as those of a smartphone.

Wondering what the top 3 actions B2B mobile users take when they get to your site:

  1. To learn what your company does at a topline level
  2. To get directions to your office
  3. To call you immediately

Pull out your mobile device and try to perform these three tasks on your website. If you can’t easily do these three things, you should consider adding this your 2015 marketing planning priorities. Read more about website redesign in the eBook, “Smart Marketing for Engineers: Website Redesign.

Marketing Automation

Are you generating a steady flow of new and qualified leads? Do you have an efficient content strategy mapped to your buyer personas? Do you want to scale your lead-nurturing efforts? If you answered yes to most or all of these, then marketing automation should be high on your list of priorities for 2015.

What is marketing automation? Marketing Automation allows companies to automate digital marketing practices such as direct email, social media, and lead nurturing to save time and resources. Marketing automation is not spamming your database and it certainly won’t help you grow leads if you don’t have a solid content plan and lead management process already in place – but if you’re ready to gain intelligence about your customers and website visitors and target the right content and offer at the right time to continue the conversion process from prospect, to lead, to customer, there is no better tool to invest in to maximize your time and generate an ROI that will impress your management team.


The 2013 Lenskold Group/Pedowitz Group Lead Gen Marketing Effectiveness Study separated respondents those who describe themselves as highly effective and efficient (13% of the sample) and the rest. Both groups were most likely to say that marketing automation systems are responsible for improving content marketing-derived revenues.

NEW DATA: Google Authorship: The Ever-Changing Buzzword

So, after all I said and wrote about Google+, SEO, and Google Authorship, Google has decided to pull the plug on featuring authorship details in the search engine results page (SERP) – specifically, the author’s picture and his or her Google+ Circle count.

Turns out, 13 days after I published the blog, “Google Authorship: The New Buzzword affecting SEO,” Google decided that its SERP needed a facelift – AGAIN.  It decided it wasn’t fair to include pictures of Google+ users nor the count of other Google+ users who were in their Circles. Sneaky marketers were stuffing their Google+ profiles with links and people in their Circles. These stuffed profiles were ranking highly in the SERP and, therefore, were getting more clicks because – as we know – images are more appealing to click.


How this Affects your Content Marketing:

Basically, they are making it difficult again to optimize Google+ to help with search results. Good thing you’ve got killer content to get results anyway! As well, don’t forget to follow the guidelines from my original post. Even without your photo in the SERP, using Google Authorship to tie your content and Google+ profile still has weight with Google.

Read more in the articles below posted by HubSpot to see the new details they’ve uncovered, and keep on posting quality content! 

Thanks for reading! Hopefully Google will give me at least 30 days this time before it makes me a liar.

Original Post Content with New Data:

Technical audiences are in need of following Google’s newest update by placing more weight on optimized Google Authorship for longer lasting SEO and quality content marketing.

NEW DATA: Remember, your Google+ profile linked to your content strengthens your Google Authorship. No longer including the Google+ profile picture in the SERP (by Google) is what has changed.

Gone are the days when you can outsource content to “ghost writers” that fill your blog and website with keywords and links in order to shoot to the top of the search engine rank page (SERP).  Additionally, simply adding an “expert” author to your blog along with search engine optimization (SEO) tactics will no longer automatically and exponentially raise your “Author Rank.”

Google puts more effort into ‘author rank’ algorithm

Just like previous SEO trends, Google has decided it is tired of trying to weed out the quality content from the spam content through simple link building and authorship algorithms. Instead, Google has drilled deeper into its version of “Author Rank” in order to decipher accurate and useful content based on the quality of the author, or as Google has coined, ‘Authorship.’

Google Authorship Using Google+ for Author Rank

Source: wpseotricks.com

Rich Snippets are becoming more selective

Additionally, Google cut the use of rich snippets (the few lines of text under a search result that give more information) for low quality sites by 15%. It also indicates that rich snippets using authorship found in the SERP will be focused on more in-depth content. This means that author rank is more competitive and the gap between authoritative authors and “ghost” authors will be larger, which is very good news for technical audiences who seek out in-depth content.

Rich Snippets in the Google SERP

NEW DATA: The author’s image and Google+ circle count in this image will no longer be included in the SERP. The author will still be included. 

Summary: Authorship is key

As content marketing becomes as important as – and interchangeable with – search engine optimization, expert authors become more important to Google and its searchers. Predicted in the near future by Forbes, sites that do not create and maintain author rank will be in risk of not ranking at all on the SERP. Fortunately, technical content for marketing to engineers and scientists is tends to be already naturally optimized for the high quality and in-depth content Google is now valuing more highly, so long as the author is following authorship best practices.

To get started on building your authorship, contact TREW Marketing about our Search Engine Marketing and Content Marketing services.

Want To Be More Effective With Your Content Marketing?

Watch the video “Marketing Content Planning to Drive Leads” as part of our two-part series to learn how strong marketing content builds your B2B company’s reputation, improves your site’s SEO, and increases leads.