Trade Press Services

AI Chatbots for Enhanced B2B Customer Service

Posted on June 9, 2025 by Gerri Knilans

Artificial intelligence (AI)-driven chatbots have transformed the way B2B organizations interact with prospects and customers. These automated conversational agents use AI to interact with clients in real time. Earlier versions of these tools used limited scripts to formulate standard responses, leaving much to be desired in user satisfaction. Modern chatbots utilize advanced natural language processors and machine learning (ML) to be more context- and intent-aware, tap into past interactions, and predict future needs.

B2B Customer Retention Strategies

Posted on June 2, 2025 by Gerri Knilans

Selling to a new customer is like planting a seed and waiting for it to grow–slow, uncertain, and resource-intensive. But selling to an existing customer? That’s like nurturing a healthy tree that’s already bearing fruit. Acquiring new B2B customers is not only harder but also more expensive. A study shows businesses have a 60 to 70 percent chance of selling to an existing customer, compared to just 5 to 20 percent for a new prospect.

Webinars Formats for Every Stage of the B2B Buyer Journey

Posted on May 27, 2025 by Gerri Knilans

Webinars are one of the most effective tools in a B2B marketer’s toolkit. About three-quarters of B2B teams consider webinars one of the best ways to generate high-quality leads. At the same time, marketing efforts achieve maximum ROI only when webinars are thoughtfully tailored to the buyer’s journey. Some teams default to one type of webinar, wondering why attendance is low or leads don’t convert to paid customers. Different webinar formats address various goals, and understanding those differences is the first step toward better engagement, shorter sales cycles, and more qualified leads.

How to Generate Leads and Strengthen Relationships with Effective Event Marketing

Posted on May 19, 2025 by Gerri Knilans

In an era dominated by digital channels, events remain one of the most powerful ways to create meaningful connections. Whether in-person, virtual, or a hybrid of the two, events offer unique opportunities for real-time engagement, trust-building, and lead nurturing. Delivering an event that provides measurable value to the host and attendees requires diligent planning and execution.

Align Corporate Culture with Brand Promise: Practical Tips for Ensuring Internal Values Support External Messaging

Posted on May 12, 2025 by Gerri Knilans

Corporate values are the fundamental principles that guide an organization’s decisions and actions. These values form the bedrock of a company’s identity and articulate what it stands for. An organization’s culture reveals how these values manifest themselves in everyday workplace reality—the behaviors and attitudes that shape employee experiences. Culture is values in action. Brand promises are the commitments companies make to their customers, describing the type of journey customers can expect to have with them. These promises should naturally flow from the values and be consistently delivered through the culture.

Yes, White Papers Are Still Essential for B2B Marketers

Posted on May 5, 2025 by Gerri Knilans

White papers aren’t dead. They’re evolving. According to International Data Corporation (IDC), “While it’s true that attention spans are shorter and content formats have diversified, the white paper still holds a significant place in B2B marketing.” This is because the information in white papers “can’t be easily accessed in a search engine search, making it an invaluable resource for informed decision-making in the intricate landscape of B2B transactions.”

GenAI Prompts to Help B2B Marketers Know Their Customers Better

Posted on April 28, 2025 by Gerri Knilans

For B2B marketers, truly knowing their customers is the holy grail, but getting there is no easy feat. Unlike B2C, B2B decisions are longer, more complex, and often involve multiple stakeholders with competing priorities. According to Cognism, “It’s not just about selling anymore—it’s about educating, building trust, and providing value far before a buying discussion takes place.” Add to that limited access to direct customer conversations, time constraints, and data silos, and it’s no wonder many marketers operate off assumptions. With the right prompts for generative AI (GenAI) tools like ChatGPT, Microsoft Copilot, and Jasper, marketers can simulate buyer conversations, extract insights from raw data, and even fill in the gaps when feedback is sparse. The result? Smarter messaging, stronger campaigns, and more meaningful engagement.

The Rise of Phygital Marketing: New Tactic or Proven Strategy?

Posted on April 21, 2025 by Gerri Knilans

A relatively new buzzword making the rounds is “phygital” marketing, but is this concept new? The answer is not exactly. Phygital marketing is a portmanteau combining the words physical and digital. The term describes traditional or physical marketing, like in-store ads, complemented by digital means, like online or app-based coupons. These techniques have been used in tandem for decades. For example, email marketing that bolsters print ads or QR codes included in direct mail campaigns.

While phygital is being used to describe long-existing marketing techniques, technological advancements have expanded the ways physical and digital marketing can work together. This synergy creates an immersive customer journey by seamlessly bridging gaps in modern shopping experiences. The result? Increased engagement, improved customer satisfaction and loyalty, and higher sales. Phygital marketing meets consumer demands for efficient, convenient, cohesive, and personalized experiences

Give AI a Seat at the Table: Why It’s Time to Treat AI as a Valuable Member of Your Marketing Team

Posted on April 14, 2025 by Gerri Knilans

It’s a fact: artificial intelligence (AI) is transforming the way businesses approach marketing. While the need to incorporate AI into marketing is a necessity, this transformation is met with uncertainty or even resistance by many teams. The root of this discomfort often stems from a fear that AI will eliminate the need for human workers or creativity. In reality, AI isn’t a threat—it’s an opportunity. When integrated strategically, AI can become one of the most powerful allies in your marketing strategy.

Marketing Plan vs. Business Plan: Why Both Help Businesses Optimize Success

Posted on April 7, 2025 by Gerri Knilans

To succeed, business leaders need to establish clear goals, allocate resources, identify challenges, and set a path for growth. Still, many companies operate without a written plan. So, what plans are vital to organizational success? A business plan provides the foundation for overall strategy, operations, and long-term sustainability, while a marketing plan lays out the roadmap for customer acquisition, branding, and revenue-driving activities. While creating a business and marketing plan can seem intimidating, the process builds alignment, engagement, and puts everyone on the same page.

The Power of Intrapreneurship: How to Drive Innovation from Within

Posted on March 31, 2025 by Gerri Knilans

Innovation isn’t just about launching external products or services—it often starts from within. Intrapreneurship, the practice of fostering entrepreneurial thinking and innovation within a company, empowers employees to develop new ideas, improve processes, and drive business growth. When organizations support intrapreneurial initiatives, they create a dynamic culture where innovation flourishes, operational efficiency improves, and teams become more engaged in problem-solving.

How B Corp Certification Helps Marketers Build a Winning Brand

Posted on March 24, 2025 by Gerri Knilans

Consumers and businesses gravitate toward brands that share their values. This makes corporate ethics and sustainability non-negotiable. In an Ipsos survey, 66 percent of U.S. respondents say they buy from brands they believe reflect their values. With trust and transparency essential to long-term success, B Corp Certification has emerged as a powerful differentiator. With over 9,000 companies certified, this movement, led by B Lab Global, is reshaping how businesses earn consumer trust and drive meaningful change. For marketers, a B Corp certification provides a unique storytelling opportunity, builds brand credibility, and strengthens customer relationships.

Cold Call vs. Cold Email: The Pros, Cons, and Best Practices

Posted on March 17, 2025 by Gerri Knilans

Cold calls have long been a staple of sales. In some cases, calling on prospects who have not had any interaction with your organization can generate direct, real-time conversations, but those calls come with the downside of being intrusive to the recipient. Meanwhile, cold emails provide scalability and flexibility but risk being ignored. Which approach drives better results? The truth lies in using both methods strategically.

The Power of the P.S. in Communication

Posted on March 10, 2025 by Gerri Knilans

Marketers and writers are always looking for ways to make their messages more compelling, memorable, and actionable. While subject lines, headlines, and calls to action get much of the attention, there’s an often-overlooked secret weapon in marketing communication: the postscript (P.S.). This simple yet powerful element can significantly enhance engagement, reinforce key messages, and drive conversions.

Barriers to Marketing Success and How to Overcome Them

Posted on March 3, 2025 by Gerri Knilans

Strategic marketing paves the way to sustained business success and growth. With a solid, functional plan in place, teams can optimize resources, execute initiatives, and achieve operational goals. While the importance of planning is undisputable, many organizations encounter barriers when executing their plans. These obstacles often include inconsistent messaging, inability to capture unexpected opportunities, and failure to leverage data. Unclear strategy and mismatched marketing efforts can hinder marketing success. These challenges can affect visibility, customer loyalty, and ultimately, the bottom line.

Building a Workplace Loss and Grief Support Plan

Posted on February 24, 2025 by Gerri Knilans

Grief in the workplace can significantly impact employee well-being and productivity, which can translate to lower revenue. According to Maureen Desmond, founder and CEO of M. Desmond Coaching and Consulting, and Michelle Arentz, workforce development consultant and owner of Strategic Talent Rx, grief costs U.S. businesses $225 billion per year due to lower productivity and performance, loss of business, and absenteeism.

Seven Tips that Optimize B2B Marketing Email Success

Posted on February 17, 2025 by Gerri Knilans

Email “open” rates are a key metric for measuring email marketing success—they signal whether your campaign has captured your audience’s attention or fallen flat. Since email marketing remains one of the most effective tools in a B2B marketer’s arsenal, optimizing email open rates is essential for increasing engagement, generating leads, and maximizing ROI. To accomplish these goals, here are some tips for improving email open rates and achieving better marketing results.

Inbox Zero Method: Fantasy or Best Practice?

Posted on February 10, 2025 by Gerri Knilans

A recent Microsoft survey found that the heaviest email users spend 8.8 hours per week managing their inboxes. That’s more than an entire workday lost to emails. Worse yet, 68 percent of the respondents say they don’t have enough time for deep work. Constant inbox distractions don’t just slow productivity, they disrupt decision-making and strategic thinking. As inboxes balloon to hundreds or even thousands of unread messages, managing email becomes increasingly challenging. This is where the “Inbox Zero” method comes in.

Overcoming Common Goal-Setting Pitfalls in Business

Posted on February 3, 2025 by Gerri Knilans

Goal setting is supposed to be the blueprint for success, but for many businesses, it’s a road to frustration. Despite having clear intentions, many companies fall short of achieving their goals due to common missteps in planning, execution, and alignment. These pitfalls aren’t always obvious, but they can sabotage even the best strategies. The good news? Once you are aware of them, dodging these pitfalls becomes easy.

How Video Is Transforming B2B Marketing: Top Trends to Watch

Posted on January 27, 2025 by Gerri Knilans

The numbers don’t lie—viewers retain a staggering 95 percent of a message when watching it on video, compared to just 10 percent through text. Unsurprisingly, 68 percent of marketers who aren’t using video are planning to jump on board this year. With video’s ability to capture attention and drive retention, it’s clear that video marketing is a game changer for B2B businesses.

B2B Storytelling: How to Engage the Hearts and Minds of Customers

Posted on January 21, 2025 by Gerri Knilans

People act on emotion, even in the rational world of B2B. Yet, many leaders struggle to weave emotional storytelling into their messaging without overpowering data and logic. According to the Universal Business School, effective storytelling allows brands to seamlessly blend credibility, emotional appeal, and logical argument into their messaging. Done right, storytelling builds trust, drives engagement, and positions brands as more than a provider—it makes you a partner in your clients’ success.

Focus Word: A Meaningful Alternative to New Year’s Resolutions

Posted on January 13, 2025 by Gerri Knilans

As the new year unfolds, many individuals and businesses set ambitious resolutions aimed at self-improvement and organizational success. Yet, studies reveal that 94 percent of resolutions are abandoned by the end of February, often leading to disappointment and self-criticism.

Dos and Don’ts of Outsourcing

Posted on January 6, 2025 by Gerri Knilans

Outsourcing helps companies reduce costs, improve efficiency, scale operations, access specialized skills, and focus on essential business functions. By leveraging external providers, businesses can maintain steady growth without the commitment of hiring in-house employees. The growth of the global outsourcing services market is fueled by technological advancements, The Great Resignation, shifts to remote or hybrid work environments, and myriad other factors. As outsourcing becomes more ubiquitous, now is the perfect time to leverage outsourcing. To reap the rewards, however, it’s crucial to know the right steps to take—and the mistakes to avoid.

Reflecting on Success: The Most Popular Trade Press Services Blogs of 2024

Posted on December 30, 2024 by Gerri Knilans

As 2024 comes to a close, we’re taking a moment to reflect on the year’s most popular blogs on the Trade Press Services website. From actionable advice to thought-provoking insights, these posts captured the attention of B2B marketers, business leaders, and industry experts. Here are some of the topics that resonated most with our audience this year.