“What's up, Blog?”
"Not much. How’re you doing?"
"All right." Pause. "So what's new?"
"Nothing. You?"
"Same."
Is this how you greet your blog?
So you haven’t written a blog post in a few days, weeks or, maybe, months. Unfortunately, this happens, even to the most prolific business bloggers. Blogging is hard work. You must consistently create relevant compelling content. But, you get a little get busy, then even busier with other marketing tasks. Your priorities shift to other B2B work. Sometimes, you have few or no interesting new ideas. Perhaps Twitter’s dominating your social web activities (140 characters is a lot easier than writing a 400-word blog post, right?). Maybe you think an intern or junior associate should do the social media stuff; you’re busy with more important marketing projects. You’re not sure if B2B blogging really works anyway. Meanwhile, your blog sits idle.
Studies confirm that B2B blogs with optimized content are effective at attracting prospects to corporate websites. And more than 90% of B2B buyers begin their research for purchasing decisions online.
If your blog is quiet, your site’s visitors click on the blog button hoping to get a glimpse of your company’s thought-leading perspective—only to see a dusty post about the launch of a “new” product dated six months ago. This potential customer could perceive your abandoned blog as an indicator of how you conduct day-to-day transactions. Not a good way to do business online.
Here are seven ways to get you and your blog engaged again:
Refresh old blog posts: If they are still relevant, update old blogs with a new image, a different headline, edited body copy or a new call-to-action. You may have a broader audience and many new readers now, so it’s quite appropriate to repost an oldie, but goodie. Use undated, evergreen topics.
Prepare an editorial calendar: Pick five to seven general topics in your area of expertise with which you know you can generate good, customer-focused content. Create relevant themes or columns that you can repeat regularly. Brainstorm several headlines for each month. Post them on a calendar and share with your writing team. Click here for brainstorming methods...
Shorter is better than none: Don’t worry about writing a 500-word essay for every blog post. Consider a concise list of links, five or six ideas/trends/observations, or a short comment on another blog or article. Maybe plan a related series of short posts. Small snippets of content can still keep your community engaged.
Build up your resources: Enlist other colleagues in the other areas of the company to support blog writing tasks. Share your editorial calendar. Check with your colleagues who may have a penchant for writing but it may not be a primary job task. You may uncover hidden talent.
Add keywords that are driving traffic: Take a look at your analytics. Edit older posts by adding important keywords or phrases that have been driving traffic to your website.
Got news? Turn a press release into a blog article.
Enlist a guest blogger or ghost writer: You may have friends in your industry who would gladly contribute a blog for free, so why not give them a call? Take a look at our ebook for guest blogging ideas. You may also consider hiring a ghost writer to develop a post. Hey, it’s better than having an inactive blog with stale content. You may have to use additional funds, but it’s worth it to maintain your site’s reputation.
So if you and your B2B blog are estranged, shake hands and get reacquainted. Keep your blog site relevant and fresh to engage with your community and help generate visits and prospects.
Have any other suggestions for reviving an idle blog? Send a comment along, I’ll blog about it later when I run out of ideas for this blog.
/mh
Martine Hunter is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
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GUEST POST by Viveka von Rosen, LinkedIn Expert
By now you might have heard that to get found on LinkedIn, you have to have a well optimized Personal Profile, which will, of course, also get you found on Google. But what about your company
? Many business owners don’t even have a Company Profile on LinkedIn. And even if they do, their Company is not being found by their B2B clients. Why? For the simple reason that their company is not correctly named, nor is the description content optimized properly.
In many cases, an employee unwittingly sets up the Company profile. The Company’s Executives might not even know their Company’s profile has been created. For additional info on this topic, see my blog post Is Your Company Properly Represented on LinkedIn?
The first thing you should do is check to see if LinkedIn does in fact have a profile for your Company.
Once you have access and can edit your Company Profile, if needed, rename the Company name to what it should be. (In case there are spelling errors or other naming issues – Inc. instead of Corp., etc.) You will have to ask LinkedIn to do this for you by writing Customer_Service@LinkedIn.com. You will have to prove you have permission to do so by having an email address for your company and your position at that company listed in your personal profile.
Immediately, you will want to expand your Company’s description. You have 2,000 characters to describe your Company’s products or services, the benefits to your clients, some features you offer. Make sure you use all the keywords potential and existing clients would be typing into the search box to find you:
- Your Company Name (Acronym if used)
- Products
- Services
- Your Industry
- Clients industry
- Benefits
- Features
And finally, make sure you have your keywords in the “specialties” section: Verb, noun, acronym, Up to 500 Characters.
Of course, you will want to make sure that all the other information fields are filled out, including your webaite and blog link. By doing this alone, you should get in to the top 1% of optimized Company profiles on LinkedIn!
(As a cautionary tale - If someone claims to be an employee of your company, and they are not - you can report them at: abuse@LinkedIn.com)
We often forget about Company Profiles on LinkedIn. But they can be a powerful channel for B2B inbound marketing and client engagement. So make sure your company is correctly titled, optimized, and reflective of your B2B brand!
Viveka von Rosen, the founder of Linked Into Business, is a successful entrepreneur, nationally renowned IA Certified LinkedIn trainer and expert, and a respected social media speaker.
Viveka will be the featured speaker on MLT Creative's B2B marketing webinar, LinkedIn: Basic Best Practices for B2B Marketers on July 28, 2010.
Register to hear more insights on how LinkedIn can support your B2B marketer efforts.
On a recent trip to London, one of many tourist stops was the Museum of Brands, Packaging and Advertising, in Notting Hill. As soon as I walked in, I immediately noticed shelves and shelves of products, posters, ads and videos, all shouting out the various brand names that have been developed over the years. It is an amazing assortment of stuff at first glance, and it became even more impressive upon further inspection. 
The wealth of product containers, signs and products that museum owner Robert Opie had the foresight to save (and preserve in mint condition) for this museum is truly remarkable. If you’ve clicked around our B2B agency's website, or visited our creative campus, you are well aware that Opie and MLT Creative may be kindred spirits.
We began our tour by traveling through a “time tunnel” of vintage advertising, beginning with products from the Victorian times, and ending with brands that are still around today. Sprinkled in with the product displays were facts about advertising and merchandising over the years, many of which spoke to the importance of trademarking and the prevalence of imitators. At one point there were boxes of dry mustard from various companies that had all been made an identical shade of yellow to mimic the packaging of then-market leader Coleman’s.
Seeing these displays reminded me of how far we’ve come as marketers, and how far we’ll need to go to truly differentiate our brands. In the past, building your brand was as simple as creating a logo or a tagline and placing a few display ads. Today, there are so many ways to market your brand – from SEO to social media participation, to advertising, to customer service, to service after the sale.
In the B2B marketing world of today, we’re seeing that it’s less about the official corporate messaging and more about relaying the honesty and humanity of our companies, as well as listening, engaging, sharing and connecting with customers. Less “push,” more “pull.”
Contemporary B2B marketers know that we need to have a brand people can relate to. We have to let customers make their own decisions about our brands, knowing that we’ll have to accept whatever conclusions they make. This is a tough pill to swallow for those schooled in traditional marketing, and those who are accustomed to having supposed “control” over a brand message. Instead of controlling the message we project, savvy marketers now focus on controlling the official corporate response to their brand, whether the customer feedback is positive or negative. Besides, it’s always better to know than to not know.
And, if I can give a little shout-out to the Museum of Brands, Packaging and Advertising: I loved the tour, and you guys are doing a great job of mixing nostalgia with modernity on your Facebook page!
Kelly Pires is B2B marketer and an account executive at MLT Creative, an Atlanta-based B2B advertising agency.
Think Outside the Inbox is a great reference for all things marketing automation, a subject about which there is so much information floating around right now that it tends to be overwhelming. Thankfully, Adam Blitzer and David Cummings were able to take some of the most useful information (specifically regarding B2B) and round it up into one handy guide.
By covering the high points right away, the authors have made sure that every bit of this 155-page handbook is relevant to B2B marketers. The guide provides a lot of useful information, but not to the point of overload or redundancy. And unlike many other resources out there on the subject, this book explains how to apply marketing automation to every step of your online processes. From customer relationship management to bid management software, the authors cover them all.
Examples of current marketing automation efforts can become repetitive, but Think Outside the Box includes engaging examples that make you even more willing to read on. In Chapter 1, the authors introduce you to the FBM (Fuller Brush Man) and his old-school American approach to sales; and in Chapter 4, Blitzer and Cummings draw you in by relating lead generation to the ways people go about finding love in all the wrong (and right) places, from dive bars to Match.com. I'm also a huge fan of Ardath Albee and her approach to marketing automation, so I was thrilled to see her mentioned various times throughout the guide.
Think Outside the Inbox is a must-have for any B2B marketer's library. The industry is constantly shifting, and without a basic knowledge of marketing automation under your belt, you will quickly be left in the dust. Way to go, David Cummings and Adam Blitzer, on creating a great tool for B2B marketers!
Elizabeth Reaves is an account coordinator for MLT Creative, an Atlanta advertising agency which specializes in B2B marketing.
I read this morning that the great
John Wooden has entered the hospital and is in grave condition. He's 99-years-old, and we certainly wish him comfort and recovery.
If you're not familiar with the college basketball coaching legend, he brought his UCLA Bruins to 10 NCAA championships in 12 years and produced an unbelievable winning streak of 88 games. To me, and many others, he was the ultimate team builder - and his philosophies still thrive in both sports and business.
We think a lot about teamwork and team building here at the agency. Our work requires a diverse set of talents to come together and produce exceptional deliverables. And when we're in sync, the work reflects it and we tend to grow as an accomplished culture.
I saw an interview with Coach Wooden during the Final Four this year, and I wrote down the "three rules" he gave his teams: (1) never criticize a teammate, (2) never show up late, and (3) never use profanity.
I remember thinking that these rules sounded so benign, so basic. What larger impact could they really have on team success? So I related them to the team efforts I've been around in the marketing agency setting:
Never Criticize a Teammate. I can report first hand that this is a team killer. When an individual assumes the authority to criticize, the team dynamic changes. Constructive communication tends to stop and, at least temporarily, the ideas stop flowing.
Never Show Up Late. This seems to be more about respect and team discipline. Yes, we're in a deadline business so time management is important. But more to the point, if a team meeting is important enough to schedule and accept - it deserves the respect of on-time attendance. Taking this a step further, we should expect meeting participants to be prepared for the discussion. As we like to say here: "Show up smart."
Never Use Profanity. Okay, a few of us may not make the team based on this rule. But what sounds like advice for a prior generation really speaks to respect and temperance. Coach Wooden once said: "You cannot function physically or mentally, or in any other way, unless your emotions are under control." To consciously avoid an overreaction, or an unintended slur, can only help team efforts.
The strength of these three rules may be in their simplicity, and their true function may be to enable team accomplishment. That's big, though, and with the right mix of players and inspiration it can lead to Championship efforts.
Thanks Coach Wooden for your contributions to team and to winning by the rules.
Dave Morris is a content strategist for MLT Creative, an Atlanta advertising agency specializing in B2B marketing.
Before unveiling a new campaign to a client, our account team runs it through a "Gravity Check." This is our internal review where we confirm that the campaign is on strategy and on message - and we evaluate the purpose and synergy of each component, and the metrics we'll use to gauge success.
We were pretty enthusiastic about a recent campaign that leveraged a wealth of quality content - white papers, podcasts, case studies - and used both inbound and outbound channels to get in front of the right prospects.
Within our discussion, an art director asked if we all agreed that the campaign followed "best practices." This question reminded me how much today's marketing best practices differ from those of just a few years ago.
We now subscribe to inbound marketing techniques that acknowledge customers' preference to control the buying process. Customers no longer want to be sold. They're searching through Google, they're gathering info through blogs, and they're learning and sharing through social media. Our job is to help them find us and engage them at every juncture with strategic content that brings them closer to the sale. And we place the client's website at the center of this activity.
A few of the "new best practices" employed in the campaign:
• The Invitation to Engage. Our search and banner ads invited engagement with valuable, objective content, including a newly launched blog.
• No Hard Sell. We avoided the "buy now" or "call us" call to action altogether, but did provide intuitive ways to reach us. We were patient, but present.
• The Opt In. We offered valuable content in exchange for prospects' name, email address, and one piece of vital data for segmentation. As the adage goes, "we had to give to get" - but we kept our order form short to avoid abandonment.
• Thought Leadership. Our free content offer demonstrated industry insight and thought leadership, rather than traditional sales-oriented messages. And we carefully positioned our content to align with the known challenges of our prospects.
• Brand Association. As always, we managed the brand throughout the campaign, but in this case we felt that the lack of hard-sell tactics enhanced brand credibility.
• Lead Tracking. With our new leads, we used an outbound email regimen and limited social media to further engage prospects with more content - linking them back to the website to access it. Leads were incorporated into the client's CRM system which is in sync with the campaign rollout.
• Measurement. The ability to measure nearly every aspect of the campaign allowed message testing and ongoing campaign tweaks, as well as a true mapping of the pathway to conversion.
What a difference just a few short years can make on what we call "best practices." Today in business-to-business marketing, we aspire to meet prospects on their terms - and sell them on the brand with thought leadership and respectful engagement.
Dave Morris is a content strategist for MLT Creative, an Atlanta advertising agency specializing in B2B marketing.
Every Wednesday afternoon around 1:30 or so, the huge Kohler generator outside my office cranks up, running through a loud cycle that exercises the motor. I've often wished, as I contemplated B2B blogging topics or other creative marketing ideas, that my brain 
cranked up so easily. Perhaps like the generator, which prepares itself weekly for that once-a-year winter ice storm or summer power outage, I should regularly run my mental motor in preparation for the brainstorms expected of me at our B2B marketing firm.
When you have a career in advertising and marketing, you witness extreme creativity at all levels. Some people prefer hashing out concepts and ideas in a group setting, while others work best alone. The ideas come, sometimes quickly, sometimes slower. So how can you keep your brain gears oiled for idea generation? Here are a few methods specifically for individuals:
Absence Thinking: Think about what is not there. Think about what you're thinking about, then think about what you're not thinking about. When you look at something, notice what is not there. Watch people and notice what they do not do. The psychology of thought is such that we are very good at seeing what is there, but not at all good at seeing what isn't there. Absence thinking compensates for this by deliberately forcing us to do what we do not naturally do.
Art Streaming: Keep creating until you get through the blocks. Go hide somewhere. Create nonstop. Let your subconscious create whatever is on your mind. Just see what appears. Even if you like what you've done so far, put it aside. Just keep going. This also works as Talk Streaming and Write Streaming, depending on your personality and creative field. Just keep streaming until an idea appears.
Doodling: Take a pen and paper, and just draw. You can do it in meetings, at your desk or pretty much anywhere. Avoid trying to think about the problem; just let your subconscious do the drawing. When you finish, look at what you've drawn. What does it tell you? Look at it obliquely and see shapes within the shapes. Let your mind wander and see what it comes up with.
Incubation: Let your subconscious do the work. Immerse yourself in the situation, exploring all angles and thinking in detail about the problem. Now do nothing. Let the Eureka moment happen. The subconscious will eventually reward your patience by popping an idea into your conscious mind some time later. When this happens is not very predictable - hence why the classic "three Bs" are while you are in bed, bath or bus (note how these are relaxing moments). In order to catch these slippery ideas, always carry pen and paper, or a mini recorder.
Wishing: State your ideas as wishes. Wishing helps expand thinking. Think of the situation in a wishful, fantastic sense. Think beyond sensible, beyond practical and feasible. Just think about what would be really nice, or simply interesting. Think playfully, like a child. Step outside the box. Act as if the box wasn't there. Be wishful, wistful and wonderful. Another variation: "Wouldn't it be nice if..." This is the method I was using when I wished my brain started up like generator outside my window.
Just like that generator, which stands ready for inclement weather, we should regularly engage our thinking motor to yield unique and creative ideas.
/mh
Martine Hunter
is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
As I look back on my first blog series, I must say: I picked quite the subject to tackle. This deep dive into marketing automation has been almost as fun as it has been informational. I still have a lot to learn, and there are definitely more vendors out there that I haven't touched on, but I think I've finally gotten my head around the basics. I hope this series has been as helpful to you as it has to me. Until next time, here are five more marketing automation vendors:
Loop Fuse
Loop Fuse's secret weapon is OneView, the only on-demand sales and marketing automation solution for companies that brings sales and marketing together to form one giant team. OneView also 
answers the industry's need for a system that's easy to use; Loop Fuse can have it up and running for you in minutes, with set-up and CRM integration at no charge. Completely scalable, Loop Fuse is a great resource for companies of all sizes.
Market Bright
Market Bright enables companies to execute campaigns on their own, with automated lead scoring and closed-loop marketing analytics. Market Bright also provides full document storage and asset management. With their eMarketing Enterprise Manager, you can launch new email and web campaigns quickly by pulling data from multiple sources and tracking information through various channels. This allows for more dynamic, faster-paced marketing that can be adjusted on the fly, based on what does or doesn't work. Lead scoring is based on keyword search, regions and partner preferences.
Neolane
Used by more than 170 of the world's leading companies, Neolane is the only enterprise marketing automation software designed to manage, automate and optimize programs across traditional and emerging channels (direct mail, email and mobile). It allows you to manage campaigns, resources, customer data and analytics, all from a single platform. Neolane's software includes: campaign management software, MRM, interaction and message center. It can be easily integrated with all CRM and SFA systems, including Salesforce.com. Neolane is successful because it links three important functions: demand generation, lead management and measurement.
Pardot
Home of the industry-leading marketing automation suite, Prospect Insight, Pardot's feature set, ease of use and flexibility has made it the choice for more than 275 companies. Prospect Insight is an on-demand marketing automation solution that gives you the ability to show your sales team, in real time, where they should focus their energy in order to maximize ROI. With LeadDeck, you can receive alerts in real time, and Pardot also offers Prospect Insight reports as an iPhone app.
Silverpop
Silverpop is comprised of two segments: Silverpop Engage and Silverpop Engage B2B. It's the leading on-demand marketing automation solution for B2B marketers, and the first to be fully integrated with social networking. With just one click, you can post to Facebook, Twitter, Bebo, MySpace or LinkedIn. Silverpop is also the only source for fully-integrated engagement marketing solutions. You can integrate your email with landing pages and surveys, as well as lead scoring and management. Be sure to check out Silverpop's B2B Marketing University, which teaches B2B marketers the full potential of this new technology.
Elizabeth Reaves is an account coordinator for MLT Creative, an Atlanta advertising agency which specializes in B2B marketing.
This morning, I Googled the acronym "TCB2B" to make sure I'm not stepping on the toes of anyone who might have coined it before me, but surprisingly, no one has - score!
I might be getting ahead of myself, so let me explain.
We all know that Elvis and Bachman-Turner Overdrive (yes, I just went there) made the abbreviation "TCB" (short for "Taking Care of Business") popular, but when you're B2B marketers like us here at MLT, it's also important to make the most of each day, and better serve your clients and customers, by TCB2B.
I was inspired by the keynote speaker at my little sister's graduation from the University of Georgia Grady School of Journalism & Mass Communications (I'll proudly mention here that I'm a Grady Grad; got my degree in advertising about four years ago, to be exact - how time flies). The speaker was W.H. "Dink" NeSmith Jr., a distinguished veteran in the field of newspaper management.
Aside from being a very refreshing and entertaining speaker, NeSmith had a TCB-themed message, and I couldn't agree more with everything he said. A self-proclaimed daydreamer, like myself and many others who work in B2B or B2C creative shops, he said it's not really difficult to keep your eyes on the prize and make the most of each day (ahem, TCB) with proper time management; it's all about list-making and "Dink's 5 D's of Time Management," as he called it.
As an account executive, I keep a pen in my purse at all times, so I jotted these 5 D's down. NeSmith mentioned getting a natural "rush" whenever he crosses items off his to-do list, which is something I find myself doing multiple times a day. It's my being efficient and diligent that benefits MLT and our clients at the end of the day, so I guess you could say I'm TCB2B every day...
Anyway, without further ado, here are Dink's 5 D's: Deliberate, Do it, Delegate, Ditch it and don't Diddle around.
Deliberate: Probably the most important D on the list. STOP WHAT YOU'RE DOING AND THINK ABOUT IT. This is a critical step, where you can ask those important questions (even dumb ones), evaluate the project and weigh the pros and cons of taking it on. Make sure that every detail is thought through and analyzed. This is where another lettered list - the 5 W's - comes into play: Who, What, When, Where and Why. Think about it, think about it some more and then decide.
Do It: You've thought it through, now it's time to take action. Take on the task at hand with the conviction that it's the most important thing at that moment, and the absolute best use of your time. I'm not going to say "don't diddle," because we'll get to that later. Just do it, and do it well.
Delegate: As much as you'd like to be the hero to everyone, all the time, here's where you've got to face reality and realize you simply can't do everything for everyone. Sometimes you need to let it go and trust that the people helping you can execute properly. Being the control freak/perfectionist that I am, I have to say this D is the most Difficult (yes, with a capital D) for me, but it's necessary in time management because there are only so many things YOU as one person can do. It's not a weakness to ask for some help here and there. Teamwork is a wonderful thing.
Ditch It: In some cases, the project you're approached with couldn't be more wrong for you or the company you represent, and that is OK. It's not wrong to say no. While the prospect of the project is appreciated, it might not be a good fit or an appropriate task, so just ditch it; just say "no thank you," and ditch it with humility, appreciation and grace.
Don't Diddle Around: Yes, procrastination is the enemy, my friends. If you're not approaching your work with tact and purpose, it could be that you should have ditched it or delegated it earlier on, but most likely you're doing some diddling. It happens. But think about this: Time is money. Time is precious. Time is valuable. Your company and your clients depend on you making the most of your time during office hours. That can also mean putting in extra time, and speaking for all of us at MLT, TCB2B doesn't always stop at 6 p.m. You know how the song goes: "Taking care of business, and working overtime." Of course there's a little time each day for kicking back and having a good time with your co-workers, but while you're working for your company's and your client's advancement, there is no time to diddle.
So what are you waiting for? Attack that to-do list in front of you with a TCB2B attitude. Make your day count.
Sarah E. Young is an account executive with the Atlanta advertising agency MLT Creative which specializes in business-to-business marketing.
Once you've grasped the whole marketing automation concept, you're going to need a vendor to help you follow through. Over my next two blogs, I'll highlight different marketing automation vendors, and what they do that sets them apart. Information is interpreted differently by everyone, so if you see something that looks out of whack, be sure to comment. This is your chance to set the record straight!
Eloqua
Eloqua provides you with contact management, campaign management, lead management and marketing measurement, all in one platform. It's the only vendor that can guarantee customer success, and its customers range from small organizations to large corporations. Eloqua can work with a company that's just getting started, or improve the sophistication of existing marketing efforts.
Genius
Genius is the only marketing automation system that facilitates both lead-nurturing work flows and real-time prospect qualification alerts. It is broken up into two products: Genius Pro and Genius Enterprise. Pro supports all aspects of demand generation and one-to-one communication between sales and their prospects. Enterprise includes everything from Genius Pro, but adds automated lead nurturing, real-time lead conversions and lead scoring. They emphasize their ability to provide real-time alerts, and were rated #1 in Marketing Automation by Appexchange in 2009.
Marketo
Marketo is made up of two sections: Marketo Lead Management and Marketo Sales Insight. They provide solutions for both sales and marketing, and pride themselves on their ability to provide the functionality marketers need to generate more high-quality sales leads. Marketo offers a free trial, as well as no charges for set-up, integration or training. They can have you up and running with their products in just one day. Marketo is a 100% native force.com application, meaning it works inside Salesforce CRM, and it just received a 2010 Codie Award for Best Marketing Solution.
Sage
Sage North America's sole focus is providing business management software and services to small and mid-sized companies. They offer a variety of product support plans to facilitate both customer and partner training, and have the capabilities to fulfill customers' needs in customer management, financial management, inventory management, people management and more. You can specify what types of products are best fit for you by filtering through business need, industry or company size.
SAS
SAS is the largest independent vendor in the business intelligence market, as well as the leader in business analytics software and services. They provide the technology and analytics applications to help you thrive both today and tomorrow. They work with large corporations and small companies alike, and their client list includes 92 of the top 100 companies on the 2009 FORTUNE Global 500 List. They were also named by FORTUNE as the #1 company to work for in America.
Stay tuned next week for information on more marketing automation vendors. In the meantime, share your thoughts!
Elizabeth Reaves is an account coordinator for MLT Creative, an Atlanta advertising agency which specializes in B2B marketing.
