--- title: One Red Bird's B2B Marketing Blog | Chris Hokansson description: Improve your business customer retention acquisition growth for better business results using customer marketing strategy. --- [![one-red-bird-logo-update-may-2016](https://www.oneredbird.ca/hs-fs/hubfs/one-red-bird-logo-update-may-2016.png?width=212&name=one-red-bird-logo-update-may-2016.png "one-red-bird-logo-update-may-2016")](https://www.oneredbird.ca/) - [About Us](https://www.oneredbird.ca/about-us-marketing-support-lead-generation/) - [Services](https://www.oneredbird.ca/marketing-services-what-we-do) - [Resource Centre](https://www.oneredbird.ca/resource-centre) - [Blog](https://www.oneredbird.ca/blog) - [Contact](https://www.oneredbird.ca/contact) ## Chris Hokansson ### Recent Posts [![](https://www.oneredbird.ca/hubfs/Happy%20Young%20Professional%20Couple%20Shaking%20Hands%20with%20a%20Real%20Estate%20Agent%20After%20Some%20Business%20Discussions%20Inside%20the%20Office..jpeg)](https://www.oneredbird.ca/blog/increasing-share-of-marketing-in-a-buyers-journey) ## [Increasing Share of Marketing in a Buyers Journey](https://www.oneredbird.ca/blog/increasing-share-of-marketing-in-a-buyers-journey) The classic role of marketing in the past existed solely at the top of the sales funnel. Marketing campaigns were typically designed to increase awareness and generate interest, the sales team would then take over. But that has fast changed as buyers are spending more time doing their own research on products/services that they are interested in. Today, most [B2B buyers](https://www.protocol80.com/blog/20-buyers-journey-statistics) are already 57% of the way through the buying process before they first connect with a rep. Majority of buyers have already identified their problem and know the solution. [Research has shown that buyers are not influenced by sales tactics anymore](https://www.gartner.com/en/sales/insights/b2b-buying-journey). With consumer behaviour changing, marketing teams are realizing that their role throughout the buyers’ journey has also changed: They need to play a bigger role further down in the buying cycle. [Read More](https://www.oneredbird.ca/blog/increasing-share-of-marketing-in-a-buyers-journey) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/increasing-share-of-marketing-in-a-buyers-journey#comments-listing) Topics: [marketing](https://www.oneredbird.ca/blog/topic/marketing), [sales funnel](https://www.oneredbird.ca/blog/topic/sales-funnel) [![](https://www.oneredbird.ca/hubfs/social-suggested-images/b2b_content_-_copy.jpg)](https://www.oneredbird.ca/blog/why-content-is-still-king) ## [Why Content is Still King](https://www.oneredbird.ca/blog/why-content-is-still-king) In 1996 Bill Gates coined the “[content is king](https://medium.com/@HeathEvans/content-is-king-essay-by-bill-gates-1996-df74552f80d9)” phrase. Years later marketers began to ask the question if content was dying as the web was flooded with huge amount of information. [Read More](https://www.oneredbird.ca/blog/why-content-is-still-king) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/why-content-is-still-king#comments-listing) Topics: [content](https://www.oneredbird.ca/blog/topic/content), [marketing content](https://www.oneredbird.ca/blog/topic/marketing-content) [![](https://www.oneredbird.ca/hubfs/Keys%20to%20Success%20-%20Concept%20on%20Golden%20Keychain%20over%20Black%20Wooden%20Background.%20Closeup%20View%2c%20Selective%20Focus%2c%203D%20Render.%20Toned%20Image..jpeg)](https://www.oneredbird.ca/blog/four-key-steps-to-high-revenue-growth) ## [Four Key Steps to High Revenue Growth](https://www.oneredbird.ca/blog/four-key-steps-to-high-revenue-growth) COVID-19 pandemic has forced marketers to rethink their existing cut-and-dried marketing playbook. The old ways of growing a business are not ineffective. Digital transformation has sharply increased. As [Think With Google](https://www.thinkwithgoogle.com/intl/en-gb/future-of-marketing/digital-transformation/covid-accelerated-digital-adoption/) notes, CMOs in all industries are adopting technology to meet new challenges in the pandemic recovery period. [Read More](https://www.oneredbird.ca/blog/four-key-steps-to-high-revenue-growth) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/four-key-steps-to-high-revenue-growth#comments-listing) Topics: [marketing](https://www.oneredbird.ca/blog/topic/marketing), [b2b marketing](https://www.oneredbird.ca/blog/topic/b2b-marketing) [![](https://www.oneredbird.ca/hubfs/5_ways.jpg)](https://www.oneredbird.ca/blog/5-ways-you-should-be-using-your-marketing-automation-for-product-marketing) ## [5 ways you should be using your marketing automation for product marketing](https://www.oneredbird.ca/blog/5-ways-you-should-be-using-your-marketing-automation-for-product-marketing) A strength of most [marketing automation](https://www.oneredbird.ca/blog/bid/100427/B2B-marketing-101-Why-automate-marketing) platforms (MAP) is that they can be used in as many creative ways as you can come up with. While a MAP isn’t typically thought of as a tool for product marketing, there are some really great ways to use your platform to help your product marketing team be more successful. [Read More](https://www.oneredbird.ca/blog/5-ways-you-should-be-using-your-marketing-automation-for-product-marketing) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/5-ways-you-should-be-using-your-marketing-automation-for-product-marketing#comments-listing) Topics: [marketing automation](https://www.oneredbird.ca/blog/topic/marketing-automation), [marketing technology](https://www.oneredbird.ca/blog/topic/marketing-technology) [![](https://www.oneredbird.ca/hubfs/Content-Marketing-Sales-Funnel-300x233_1-1.png)](https://www.oneredbird.ca/blog/the-fu-fighters-tofu-mofu-and-bofu) ## [The Fu-Fighters: ToFu, MoFu, and BoFu](https://www.oneredbird.ca/blog/the-fu-fighters-tofu-mofu-and-bofu) I don’t think it’s possible to succeed at B2B content marketing without making good use of the sales funnel concept. It’s an indispensable tool. [Read More](https://www.oneredbird.ca/blog/the-fu-fighters-tofu-mofu-and-bofu) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/the-fu-fighters-tofu-mofu-and-bofu#comments-listing) Topics: [lead nurturing](https://www.oneredbird.ca/blog/topic/lead-nurturing), [sales funnel](https://www.oneredbird.ca/blog/topic/sales-funnel) [![](https://www.oneredbird.ca/hubfs/images/woes-of-a-literal-marketer.jpg)](https://www.oneredbird.ca/blog/should-you-optimize-your-website-for-users-or-google) ## [Should you optimize your website for users or Google?](https://www.oneredbird.ca/blog/should-you-optimize-your-website-for-users-or-google) Everyone understands that in some way ranking high in Google searches is vital to online marketing success. But just how important is it? [Read More](https://www.oneredbird.ca/blog/should-you-optimize-your-website-for-users-or-google) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/should-you-optimize-your-website-for-users-or-google#comments-listing) Topics: [search](https://www.oneredbird.ca/blog/topic/search), [inbound marketing](https://www.oneredbird.ca/blog/topic/inbound-marketing), [SEO](https://www.oneredbird.ca/blog/topic/seo) ## [Okay, I need to be doing inbound marketing...but what exactly is it?](https://www.oneredbird.ca/blog/okay-i-need-to-be-doing-inbound-marketing...but-what-exactly-is-it) We’re a strategic marketing agency that believes successful B2B marketing in today’s world requires *inbound* marketing strategies that are efficient and scalable.  [Read More](https://www.oneredbird.ca/blog/okay-i-need-to-be-doing-inbound-marketing...but-what-exactly-is-it) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/okay-i-need-to-be-doing-inbound-marketing...but-what-exactly-is-it#comments-listing) Topics: [b2b marketing](https://www.oneredbird.ca/blog/topic/b2b-marketing), [inbound marketing](https://www.oneredbird.ca/blog/topic/inbound-marketing), [videos](https://www.oneredbird.ca/blog/topic/videos) [![](https://www.oneredbird.ca/hubfs/images/Closed_loop_marketing_produces_better_ideas.png)](https://www.oneredbird.ca/blog/want-to-market-smarter-close-the-loop) ## [Want to market smarter? Close the loop.](https://www.oneredbird.ca/blog/want-to-market-smarter-close-the-loop) One of the most important success factors in B2B inbound marketing is being able to track and understand which initiatives are working and which ones are duds. Ideally, you have a closed loop system between marketing and sales so that this is always clear. [Read More](https://www.oneredbird.ca/blog/want-to-market-smarter-close-the-loop) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/want-to-market-smarter-close-the-loop#comments-listing) Topics: [measurement](https://www.oneredbird.ca/blog/topic/measurement), [sales and marketing alignment](https://www.oneredbird.ca/blog/topic/sales-and-marketing-alignment), [b2b marketing](https://www.oneredbird.ca/blog/topic/b2b-marketing) [![](https://www.oneredbird.ca/hs-fs/hub/25091/file-2495205884.jpg)](https://www.oneredbird.ca/blog/5-fearless-b2b-predictions-for-the-rest-of-2015) ## [5 Fearless B2B Predictions for the rest of 2015](https://www.oneredbird.ca/blog/5-fearless-b2b-predictions-for-the-rest-of-2015) Each month a member of the One Red Bird team contributes a blog post to the [Mississauga Board of Trade's blog](http://www.mbot.com/blog/). The MBOT blog publishes posts from a variety of members, and we are honoured that they asked us to contribute. We want to make sure that our regular blog readers also get to see these posts, and so we will post each one here as well. [Read More](https://www.oneredbird.ca/blog/5-fearless-b2b-predictions-for-the-rest-of-2015) 1 Comment [Click here to read/write comments](https://www.oneredbird.ca/blog/5-fearless-b2b-predictions-for-the-rest-of-2015#comments-listing) Topics: [b2b marketing](https://www.oneredbird.ca/blog/topic/b2b-marketing), [marketing technology](https://www.oneredbird.ca/blog/topic/marketing-technology) [![](https://www.oneredbird.ca/hs-fs/file-1343719649-jpg/images/integration.jpg)](https://www.oneredbird.ca/blog/bid/107815/3-B2B-marketing-trends-that-got-me-thinking) ## [3 B2B marketing trends that got me thinking](https://www.oneredbird.ca/blog/bid/107815/3-B2B-marketing-trends-that-got-me-thinking) As the managing director of a marketing automation (MA) agency, I like to keep my eyes on trends or developments that might become trends. Recently, three such developments have caught my attention. [Read More](https://www.oneredbird.ca/blog/bid/107815/3-B2B-marketing-trends-that-got-me-thinking) 2 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/107815/3-B2B-marketing-trends-that-got-me-thinking#comments-listing) Topics: [marketing automation](https://www.oneredbird.ca/blog/topic/marketing-automation), [b2b marketing](https://www.oneredbird.ca/blog/topic/b2b-marketing), [marketing technology](https://www.oneredbird.ca/blog/topic/marketing-technology) [All posts](https://www.oneredbird.ca/blog/all) [Next](https://www.oneredbird.ca/blog/author/chris-hokansson/page/2) ## About this Blog The One Red Bird blog aims to be varied, educational and above all else enteraining. We cover B2B marketing, technology, and whatever else grabs our attention. ### Subscribe ### Recent Posts ### Posts by Topic - [b2b (18)](https://www.oneredbird.ca/blog/topic/b2b) - [marketing (17)](https://www.oneredbird.ca/blog/topic/marketing) - [marketing automation (16)](https://www.oneredbird.ca/blog/topic/marketing-automation) - [strategy (16)](https://www.oneredbird.ca/blog/topic/strategy) - [content (11)](https://www.oneredbird.ca/blog/topic/content) - [lead nurturing (11)](https://www.oneredbird.ca/blog/topic/lead-nurturing) - [marketing content (11)](https://www.oneredbird.ca/blog/topic/marketing-content) - [customer engagement (9)](https://www.oneredbird.ca/blog/topic/customer-engagement) - [sales and marketing alignment (9)](https://www.oneredbird.ca/blog/topic/sales-and-marketing-alignment) - [leads (8)](https://www.oneredbird.ca/blog/topic/leads) - [tips (8)](https://www.oneredbird.ca/blog/topic/tips) - [b2b marketing (6)](https://www.oneredbird.ca/blog/topic/b2b-marketing) - [inbound marketing (6)](https://www.oneredbird.ca/blog/topic/inbound-marketing) - [social media (6)](https://www.oneredbird.ca/blog/topic/social-media) - [buyer persona (4)](https://www.oneredbird.ca/blog/topic/buyer-persona) - [customer loyalty (4)](https://www.oneredbird.ca/blog/topic/customer-loyalty) - [lead scoring (4)](https://www.oneredbird.ca/blog/topic/lead-scoring) - [marketing technology (4)](https://www.oneredbird.ca/blog/topic/marketing-technology) - [measurement (4)](https://www.oneredbird.ca/blog/topic/measurement) - [messaging (4)](https://www.oneredbird.ca/blog/topic/messaging) - [sales funnel (4)](https://www.oneredbird.ca/blog/topic/sales-funnel) - [SEO (3)](https://www.oneredbird.ca/blog/topic/seo) - [customer personas (3)](https://www.oneredbird.ca/blog/topic/customer-personas) - [email marketing (3)](https://www.oneredbird.ca/blog/topic/email-marketing) - [lead generation (3)](https://www.oneredbird.ca/blog/topic/lead-generation) - [search (2)](https://www.oneredbird.ca/blog/topic/search) - [videos (2)](https://www.oneredbird.ca/blog/topic/videos) - [examples (1)](https://www.oneredbird.ca/blog/topic/examples) - [list rental (1)](https://www.oneredbird.ca/blog/topic/list-rental) - [recession marketing (1)](https://www.oneredbird.ca/blog/topic/recession-marketing) - [sales (1)](https://www.oneredbird.ca/blog/topic/sales) see all [Work With Us](https://www.oneredbird.ca/contact) [info@oneredbird.ca](mailto:info@oneredbird.ca) [Privacy Policy](https://www.oneredbird.ca/privacy) - [![twitter logo](https://cdn2.hubspot.net/hubfs/245203/Twitter-footer.png)](https://twitter.com/oneredbirdmkt) - [![linkedin logo](https://cdn2.hubspot.net/hubfs/245203/Linkedin-footer.png)](http://www.linkedin.com/company/one-red-bird-marketing-inc.)