Did you know that there are around 5.6 billion Google searches a day? Yep, you heard that right, 5.6 billion searches!

In today’s digitally saturated world, anything you need is one search away. And if you want your website to rank high among those searches, you’ll have to play by Google’s rules. To do this you will need to improve your search engine optimization (SEO) efforts. What is SEO? SEO is the process of increasing the quality and quantity of search engine traffic to a website or a web page through organic or unpaid traffic.

By making small adjustments to your website you can start to improve your search engine ranking so people can find you more easily than your competitors.

If you’re interested in improving your site’s ranking, keep reading to learn about the 5 ways you can improve your website’s SEO!

Before getting started, download an SEO tool like Google Analytics to track your progress and successes. Google Analytics can also help better define your audience and tailor your content more towards their interests and needs.

Let’s get into it!

Keyword research

Keyword research is one of the most important pieces to improving your website’s SEO rankings. Keyword research is used to find and research search terms that people enter into search engines when looking for products, services, or general information. It can also help uncover queries to target, the popularity of these queries, their ranking difficulty, and more.

Think of it like this, you want to rank for what people are searching for to find your product or service. So to do this you would research what phrase your customers are using to search for this topic. Many different tools, such as Moz. SEMrush, and Ahref, can help you do this step. An important note to remember is to stay away from using too much jargon, only focus on terms and phrases that your customers would search for.

Create copy that speaks to your audience

Once you’ve performed your keyword research and you know what your audience is searching for, you can then modify or create content surrounding your findings to boost your SEO.

Including these keywords in your content throughout your website will increase the likelihood of your audience finding you but it’s important not to overdo it. The key to Google-friendly writing is dependent on your ability to balance keywords along with everyday language. It’s also important to add content regularly! Fresh content means that Google indexes your site more often, but stale content puts you at risk of moving down Google’s rankings.

Use internal links

Internal links are important for your SEO rankings because Google follows links to discover content on websites and to rank this content in the search results. If a page gets a lot of links this tells Google that it’s an important or high-value article.

By adding the right internal links you make sure Google understands:

  • The relevance of pages
  • The relationship between pages
  • The value of pages

So, what should you be linking? First, you need to determine what your most important content is. This is the content you want people to find when they’re searching for topics or products that you specialize in. It’s the core of your business. For example, at Ajax Union, we specialize in Marketing Funnels, and our webinar, “How to Automate your Marketing” is one of the most valuable pieces of content we use to help us get our foot in the door with prospective clients.

Create effective meta tags

Meta tags are snippets of information you use to tell search engines and those viewing your site more about your page and the information it contains. This information being passed to the search engines is called metadata.

Meta tags are important for boosting your SEO rankings because they determine how your site shows on search engine results pages (SERP) and how many people will be inclined to click through your site.

Meta tags vary in their level of importance for brands based on the type of content being produced and how you want the content listed.

Title tags are the main and most important tags when it comes to your site’s visibility. Title tags are what the user sees at the top of your browser. It’s what appears as a clickable headline in the SERPs and also shows up on social networks and in browsers. To put it simply, title tags are meant to provide a clear and comprehensive idea of what the page is all about.

Make sure your site is mobile-friendly

Mobile traffic accounts for approximately half of web traffic worldwide (statista). So, if your site isn’t optimized for mobile, you could lose more than half of your traffic. When your site isn’t optimized for mobile, the slow loading times will result in users leaving, and search engines will notice. Make sure your website is responsive!

Search engines work tirelessly to rank billions of websites daily. While optimizing your website to improve SEO won’t boost your rankings overnight, small adjustments here and there can help improve your rankings gradually. Focus on keyword research, your website’s content quality, linking, metadata, and mobile optimization, you can be on your way to higher SEO rankings!

Looking for support? We’ve got you covered! Schedule a FREE strategy session with us to get feedback on your current marketing strategy and learn how to get more leads & referrals today! For more helpful SEO content check out our blog, “Proven SEO tactics from a B2B Marketing Agency.

Ajax Union wants to be the first to congratulate all of the honorees of the 2021 Inc. 5000! It’s difficult to manage the kind of growth that makes a business an Inc. 5000 company in any year, and this year’s winners managed to do so during a particularly trying economic period. 

As an Inc. 5000 company ourselves, Ajax Union is uniquely positioned to be able to serve the community of the Inc. 5000 – the largest, most successful, private, growing companies in America. We know what it takes to nurture and develop fast-growing companies – because we are one

We understand that to build and maintain a fast-growing company, you need:

  • A strategy “The right strategy will save you a decade.”
  • The right people in the right seats
  • Alignment between sales and marketing
  • Repeatable processes (and to follow them!)
  • Clearly defined values – ours are Amazing Communication, Ownership Mentality, and Versatility 

Yes, marketing is important – but it only works if a strong, business-first foundation is in place. Ajax Union has found success as a marketing agency because everything we do is a result of effective systems – think EOS and Scaling Up – that have allowed us to scale at the speed of an Inc. 5000 company.

We have worked for and with many Inc. 5000 companies and those companies have seen success because of our efforts. We are proud to be associated with companies that have made the list and stayed on the list – The Elephant Pants, OpDecision, and Strata Company just to name a few.

Our CEO, Joe Apfelbaum, has spent hours interviewing fellow Inc. 5000 CEOs and executives to share valuable information on having a successful, growing business – you can listen to interviews with Joe and the CEOs HERE! Joe will continue to interview CEOs so keep checking back for more content!

If you’re looking to work with a marketing agency that understands your unique challenges as one of the largest and fastest-growing companies in America, let’s have a conversation to discuss our strategy and your business goals and how we can help. Schedule a strategy session with us TODAY. 

What is the Inc. 5000 List and why do you want to be on it?

In 1982, Inc. introduced the Inc. 500 list of the fastest-growing, privately held companies in the United States. In 2007, the Inc. 500 list expanded to the Inc. 5000 – hoping to give its readers a deeper, richer understanding of the entrepreneurial landscape and capturing a broader spectrum of success.

In August Inc. will publish the 2021 Inc. 5000 list on Inc.com. The September issue of Inc., profiling the top 500 of the Inc. 5000, will hit newsstands the following week.

To be considered, all companies featured on the Inc. 5000 must:

  • Have generated revenue by March 31, 2017
  • Have generated at least $100,000 in revenue in 2017
  • Have generated at least $2 million in revenue in 2020
  • Be privately held, for profit, based in the US, and independent (not a subsidiary or division of another company)

Getting featured on the Inc. 5000 has its perks that will bolster companies’ credibility, value, brand recognition, marketing & sales efforts, and HR initiatives like employee morale and recruiting. All companies chosen for the Inc. 5000 list benefit from:

  • Dedicated Company Profile on Inc.com: Every company that makes the list will receive a dedicated company profile on Inc.com. The Inc. 5000 company profiles receive millions of impressions every year.
  • Worldwide Spotlight: The elite Inc. 5000 list gives your company greater credibility with clients, investors, and the media – often leading to meaningful connections to grow your business.
  • Team Recognition: This award publicly acknowledges your team’s hard work and can help recruit new employees.

The 2021 Inc. 5000 Vision Conference and other networking opportunities

The 2021 Inc 5000 Vision Conference is scheduled for this Fall with 2 days filled to the brim with content and opportunities to help buoy your business. Main Stage sessions will feature bold presentations and conversations offering new ideas, strategies, and perspectives from entrepreneurs, C-suite executives, and thought leaders. Breakout sessions will include panels and interviews, roundtable discussions, and workshops.

The conference takes place entirely online and is available to the CEOs and executives of  the 2021 Inc. 5000 (general admission tickets are also available.) Live Local Celebrations will also be held exclusively for CEOs and executives in locations around the country.

Tickets are available HERE.

Attendance at these events is invaluable – many networking organizations and groups arise through the work and dedication of Inc. 5000 executives and business leaders. For example, in 2011 – the first year Ajax Union was featured on the list – Lewis Schiff and Norm Brodsky formed the Inc. 5000 Business Owners Council. The goal of the group was to meet regularly to introduce each other to new ideas, new experts, and new connections. 

Our CEO, Joe Apfelbaum, was an active, involved, organizing, and vocal member of the Business Owners Council. After the group disbanded, Joe used the network he developed to lead roundtables of Inc. 5000 CEOs to welcome new members and continue to create a community of fast-growing companies to support and network with each other.

Lewis Schiff and Norm Brodsky have recently teamed up again for the Building of Giants initiative. More information for this powerful group can be found HERE.



If you’re familiar with B2B marketing you’ve probably heard the term “lead magnet’. Lead magnets are a popular type of content that a company offers, usually a helpful infographic, checklist, or guide, in exchange for their leads’ contact information.

A lead magnet is a visually appealing, free download, or authoritative information piece. Lead magnets help you identify real people who visit your website and lets you know that your product or service is of some interest to them. Lead magnets also reinforce brand value, build industry authority, and position your business as a valuable resource during the purchase process.

When creating a lead magnet for your business, you need to first think about what your prospective buyers are searching for. Creating a piece of content around the needs of your ideal customers will increase your search results and brand awareness, and attract new leads and visitors to your website.

The content available in your lead magnet must be high-value content. It should be of higher value than the content you offer on your website.

The best lead magnets offer something useful, specific, accessible, and actionable, but they should also leave potential customers wanting more. Your prospective clients should still feel the need for your company’s service or product after viewing your lead magnet.

The most difficult part of implementing a lead magnet strategy into your marketing to gain leads is determining the best, most useful pieces of content your audience will value the most.

To start generating leads, a lead magnet needs to:

  • Be impossible to say ‘no’ to
  • Solve a pain point of your target audience
  • Be valuable enough for someone to give up their contact information in exchange for
  • Be instantly accessible

When deciding on the content for your lead magnet, you have to put yourself in your customer’s shoes. Ask yourself the following questions:

  • What does my audience care about most?
  • What does my audience struggle with?
  • What could my audience benefit from?
  • Is there anything trending or viral in my industry right now?

Whatever you decide the topic has to be tied back to your target audiences’ needs. For example, when Clubhouse became the talk of the marketing industry, we took advantage of the craze and created a Clubhouse Lead Magnet informing marketing directors and CEOs how they can use Clubhouse to generate real revenue.

A lead magnet is NOT a glorified brochure about your company or the services you offer. Yes, it should relate to what you offer in some way, shape, or form but the main goal is to provide value and educate to position your company for consideration.

The different types of lead magnets

With video content on the rise, webinars make for great lead magnets. A webinar can be a live or pre-recorded presentation. They are an easy way to put out educational content without being boring. A live webinar helps connect you with real prospects in real time. Doing a live webinar also allows you to be more personable and connect with those in need of your service or product.


Guides are typically the most popular type of lead magnet because they are usually the easiest to produce. Using guides, eBooks, white-papers, etc is a low-risk way for a potential client to sample your content, brand experience, and value proposition. This is also a great technique to gain decision-makers trust before they even speak with you.

Templates & Checklists
PDF content in the form of a checklist or preparation guide tailored to your industry is another type of downloadable B2B lead magnet that does really well. Provide insights without giving too much away. When done correctly, it’s an effective technique to deliver a service or value to your customer that also helps them seize opportunities.

Free consultation
If you’re in the service industry, you can provide a free consultation as a lead magnet. For example, at Ajax Union we offer a free 15 minute strategy session for any company that is interested in working with an agency. We talk about their needs and determine the best plan of action in order for them to reach their goals without giving away our trade. If you need help with next steps for your business, feel free to schedule a meeting with one of our strategists today!

Once you’ve gathered contact information from your successful lead magnet campaign, it’s not guaranteed that your prospective clients will reach out to you. It’s up to you to follow-up. When someone downloads a lead magnet from the Ajax Union Resource Library, they are automatically entered into an email automation thanking them for their download along with another download link. After that they will continue to receive helpful resources from us, ending in an opportunity for them to schedule a consultation with our strategy team.

Lead magnets are important for any B2B business because they form a bridge from exposure or awareness, to trust and likability. They give people a stepping stone to stand on and make a decision if they want more of you before you expect them to give you their business.

Now that you know the importance of lead magnets, the different types, and how to effectively use them…it’s time to get started!

At Ajax Union we help clients of all types create lead-in products for their potential clients. If you need help executing your next lead magnet or would like to talk to one of our strategists to design a plan for your business, schedule a meeting today!


In an information-saturated world, marketers are constantly fighting to  attract potential customers. With so many ways to connect with people in today’s society, it’s getting harder for companies to get their information in front of their target markets. 

There’s plenty of strategies you can use to try to get your message across, but while you might be getting your product or service in front of people, more times than not, they aren’t the right people. That’s why account-based marketing is the most effective and efficient way to generate high-quality leads. When using an ABM strategy, you can streamline your sales cycle, connecting directly with decision-makers.

Intrigued? Keep reading to learn about how an ABM strategy can help you generate the RIGHT leads for your business!


What is Account-Based Marketing?

So what exactly ABM? Account-based marketing (ABM) is a focused approach to a B2B Strategy that concentrates its efforts and resources to target best-fit accounts within a market. ABM allows you to sell directly to your highest quality, potential customers without wasting time on unqualified leads that might never convert to paying customers. 

To execute an ABM strategy effectively, your marketing and sales departments must collaborate to create personalized buying experiences for a mutually identified set of high-value accounts. This helps to weed out low-quality accounts so you and your sales team can skip straight to the process of engaging your most sought-after accounts faster! Effective right? But how do you implement an ABM strategy for your business?  

How to Implement an ABM Strategy  

The implementation of an account-based strategy can help align your sales with marketing, improve ROI, generate revenue and conversions, and attract valuable customers. 

ABM is not a new concept, although it has become more popular over the years due to the increase of a technological society where everyone and everything is connected. With the rapid increase of new technologies, marketers can connect with their customers like never before. 

The foundation to building a successful and effective ABM strategy starts with identifying high-value accounts. Once you’ve established a list of valuable customers that you want to target, your sales and marketing team can come together to create personalized campaigns for those specific accounts. 


Here is a step-by-step guide to how you can start implementing an ABM strategy: 

  • Define and Find your High-Value Accounts 

First things first, you need to define your strategic accounts. To do this, determine the commonalities between the accounts that currently bring in the most recurring monthly revenue for your business. Look at factors such as location, company size, industry, revenue, profit margin, etc. 


  • Find Accounts

Once you’ve identified the makeup of organizations that bring the most value to your business, you need to find accounts that match. A key component of this step is researching who the decision-makers are for these accounts and how decisions are made within their businesses. You can take advantage of your own CRM or social platforms such as LinkedIn and Facebook to help with this step. We’ll go more into detail on the types of content you can utilize to successfully execute this step. 


  • Create Personalized Campaigns For Those Accounts 

Now that you have identified the specific accounts you want to target, you need to start building campaigns around those accounts. Create content that speaks directly to the stakeholders and decision-makers of those organizations. In the previous step, when researching the decision-makers of the company, you should identify their pain points as well. Once you understand their pain points, create your messaging around them and how your company can help solve their problems. This is where you will emphasize how your company can make their lives easier.


  • Find The Right Platforms

So you have identified the accounts you want to target, who the decision-makers are, and their pain points, now it’s time to find them. All of the research and content that you have created surrounding your accounts will be useless if you’re not targeting them on the right platforms. Find out where they spend their time and what their state of mind is when using certain platforms. Facebook and LinkedIn can be extremely valuable tools for targeting stakeholders and decision-makers. 


  • Implement Your Campaigns 

The hard part is over, now it’s time to start executing your campaigns! But just because your campaigns are launched, doesn’t mean you’re completely done. Be sure to test, measure, and optimize your campaigns to ensure effectiveness and to actively increase your results. 


Benefits of an ABM Strategy

From increasing your ROI to expanding your business relationships, if done correctly, there are many benefits to using an account-based marketing strategy. 


  • Cost Efficiency 

When using a lead-based strategy, companies try to acquire as many leads as possible and then determine their quality after the acquisition. This ultimately leads to companies throwing away money on poor quality leads that will never benefit the growth and profitability of their business. As you know by now, unlike a lead-based strategy, ABM helps you skip the fluff and puts you directly in front of decision-makers. 


  • Aligning Marketing And Sales Team 

Account-based marketing helps align your marketing and sales team, ensuring that they are focusing on the same goals. This alignment between the two departments helps ensure all communications and content are consistent for each account you work with. An ABM strategy promotes cross-team collaboration, creating a seamless customer experience due to both departments understanding the full scope of each account. 


  • Consistent Customer Experience 

As mentioned above, when your sales and marketing teams are aligned, the process of delivering a consistent customer experience is much easier. Because your sales team is aligned on the goals and objectives for each account and campaign, they can deliver across the entire buyer’s journey and customer lifecycle seamlessly. 

Also, when using an ABM strategy, nurturing your target accounts overall creates a better customer experience because as business professionals, we know that our target customers don’t want to be sold to. They need to be nurtured with information that can help them choose which company is the right fit for them. 


  • Shorter Sales Cycle

The sales cycle can be a long and daunting process since there are usually multiple stakeholders involved in making final decisions. With an ABM strategy, you can surpass the speed bumps associated with the sales cycle, getting your key message directly in front of the key decision-makers for your target accounts. ABM streamlines your sales cycle by helping you stay efficient. Rather than experimenting with different ways to prospect and qualify a large number of potential accounts, ABM ensures you are only targeting accounts that are ideal for your business’s growth and profitability.


  • Stronger Business Relationships 

An ABM strategy is built around your customers’ needs. When you’re targeting 1-2 specific accounts, you’re able to dive deep into their needs and pain points, creating content that is highly relevant to their needs. Speaking directly to what your potential accounts are looking for makes them feel heard. Unlike other strategies that develop a generic marketing campaign that speaks to a larger audience. 

So, we’ve gone over what an ABM strategy is, how you can implement it, and the benefits of executing one. Now let’s talk about the certain types of content that you can utilize to make your campaign successful.


Examples of content in ABM strategies

We are all aware that in B2B Marketing, your target audience needs more time to make a decision, making it necessary to nurture them and provide them with enough information to feel confident with their decisions. Here are a few ways you can provide the key decision-makers of your highest-quality accounts with the right information they need.


  • Case Studies

Case Studies are a great way to show your expertise in your industry. They provide real proof that you can do what you say you can. Although customers want to hear about all the ways you can help them, It means nothing if they don’t SEE it. Visit our website to view more of our case studies. https://ajaxunion.com 


  •  Blogs 

Blogging is an important part of any business. Creating a blog helps put a voice behind your company, connect deeper with your audience, and position you as an authority in your industry. 

Check out our blog: https://www.ajaxunion.com/blog/ 


  • Resources 

Every B2B company should have some form of an asset library. Creating helpful infographics or content that speaks directly to your audience’s pain points is an extremely valuable tool in an ABM strategy. Also, when you gate your content, you can collect emails to identify leads and nurture them, turning them into prospects and ultimately paying customers. 

Check out our resource center for helpful B2B marketing tips! https://www.ajaxunion.com/resource-library/ 

A one-size-fits-all marketing approach is no longer working for most businesses. With the amount of information at our fingertips, our consumers can research and discover what they want and what works best for them. We must cater to our target audiences’ needs, make them feel heard, and provide them with VALUABLE information. That’s why an ABM strategy is an extremely effective way to turn your prospects into clients. 


Are you interested in implementing an ABM strategy? We can help! As experts in ABM, we can help you streamline your sales cycle and generate high-quality leads for your business. Contact us today! https://www.ajaxunion.com/contact/ Or visit https://go.ajaxunion.com/strategysession to schedule a free strategy session with one of our B2B marketing strategists. 


Lead generation is the name of the game in B2B marketing. Is your B2B company attacking the sales funnel at every front?

One of the key lead nurturing tactics is email marketing, and if you’re not automating your efforts, you’re missing out on a huge lead generation opportunity. So how do you go about creating email automations? 

We’ve got you covered.

1. Choose your audience

Who are you talking to? Personalizing your emails is one of the best ways to get a lot of engagement. If you’re using your database the right way, you can send strings of automated emails to specific segments in your list. 

So what’s the point? 

The point is, if you can segment your contacts correctly according to your objective, you can garner higher levels of engagement and design higher converting campaigns. If you know your audience, you’re halfway there. 

For example, if your objective is to welcome new prospects, your audience is brand new contacts who are getting added to a database based off of some action (think newsletter sign-ups, ebook downloads, etc). But if your objective is to inform your audience of a new product or offering, your audience should be existing contacts that are already in the middle of the sales journey. 

The beauty of email automation is that you can filter these criteria by highly specific factors like job title. Always personalize! Don’t let your data go to waste.


2. Determine the goal of the campaign

So you’ve got your targeting down. Now what?

Figure out what the purpose of your campaign is. Is it sales? Branding? Do you want them to take action?

These factors determine the messaging you will use in the campaign.

Once you’ve created messaging that aligns with this goal, you have to determine what happens after your contact reaches your goal. If they’ve made it to the end of the series and scheduled a meeting (like was the goal of your campaign), then it’s time for a separate follow-up and a new automation.

Have a goal and design the aftermath.


3. Select the right triggers.

How do you get the right contacts in the right automation? Triggers!

In other words, enrollment criteria. These are the requirements that need to be met in order for a contact to enter an automation. The best triggers align with your campaign goal. For instance, it would make no sense if an existing client who downloaded your ebook got entered into a welcome series. This would confuse your contact. That’s a recipe for an unsubscribe.

Instead, sending an appropriate follow-up with middle of the funnel messaging is what makes sense. It nurtures your contact further and positions you as an authority. This builds the trust you need for your contact to go from lead to client.


4. Identify the flow of the campaign

Now that you’ve figured out your audience and the triggers needed to enter the automation, you have to determine the flow of the campaign. What should the journey be like?

Should they get two emails? Seven? One after the other, or spread out across a few months? What if they take one action, and not the other?

A well-formed workflow is intricate and considers all of these factors. Before you send your contacts along for the ride, make sure it’s a good one!


5. Build the assets

Once you’ve figured out all the structural and logical components, it’s time to build! This means designing the workflow within the CRM of your choice (MailChimp and Hubspot are popular ones), loading in the copy, the graphics, setting up tracking parameters, links, and more! Many unseen elements that go into making an email stand out, and users expect engaging interactive content. Build thoughtfully!


6. Always test

You’ve loaded in your contacts, triggers, and content. Are you ready to launch?


It’s time to quality assure. That means double-checking your contact lists (any wry stragglers from different campaigns), send settings (subject line personalizations, time of send, from and reply-to emails), and of course, testing!

Always send email tests to yourself to know that what you’ve built looks good once it hits an inbox. It sounds tedious, but in reality, it’s one of the most important elements of setting up any marketing effort. What you design on the backend isn’t always what it looks like on the frontend, so always test!


7. Send & analyze reports

It’s time to launch! Now what?

Observe the performance of your campaign. What’s getting the most clicks? Use more of those elements in other emails. Is there a high bounce rate? Time to revisit your lists. Is there a stage of the journey that people barely make it to? Maybe it’s time to shorten the workflow. Are some emails getting killer open rates while others hardly hit the mark? Rewrite some subject lines!

Marketing is all about analysis and revision, and the wonderful thing about email automation is you can alter and edit your workflow as you go. If you get this part right, you’ll be engaging more contacts, getting more leads, and closing more clients. Email automation is a powerful tool. So use it!


Is your B2B company looking for marketing support? At Ajax Union, our team of marketing experts specializes in all B2B lead generation tactics, such as content marketing, account-based marketing, paid search, social media management, sales funnel creation, cold email campaigns, email marketing, and beyond. Learn more about what we do here.

To discuss your company’s email automation strategy, contact us here.

To market effectively, you need to understand the differences between marketing towards businesses (B2B) and consumers (B2C). The way you market towards B2B and B2C companies are completely different when it comes to how you communicate, build relationships, and the buying cycles each one goes through. 

Keep reading to learn about four key differences between B2B and B2C Marketing.

  • Building Relationships 

Building personal, long-term relationships is crucial for any B2B business. B2B organizations usually handle larger accounts dealing with contracts, subscriptions, and licenses that can span up to hundreds and thousands of dollars. This is why B2B companies must place their clients at the center of every aspect of their business. As for B2C customer relationships, they can be loyal to certain brands, but overall consumers prioritize quality and value and want to satisfy their needs at the best price available. 

  • The Buying Cycle

The time it takes to sell to a business versus a consumer is completely different. For a business to make a purchase, it has to go through multiple decision-makers and/or stakeholders. It’s important to know that the person who might understand your product or service the best, might not be the one paying for it. Therefore B2B marketing requires a personalized marketing plan specific for each stakeholder or decision-maker. B2C marketing requires a lot less catering. Consumers are driven by emotion and rarely need to confer with others before making a decision, making the buying process much faster than B2B. 

  • Messaging 

In B2B marketing, your customers’ focus is primarily on ROI, expertise, and efficiency. This means when they are making a purchase, they need to know they are making a good investment that positively impacts their ROI. When creating messaging for B2B marketing, create content that showcases your business expertise and the ROI of your product. For B2C messaging, keep it short and simple. Make the benefits of your product known and emphasize the ease of purchase to get your product into their hands. Try to make your message relatable, make your consumers feel like they can relate to your brand on a personal level.

  • Advertising 

B2B and B2C marketing not only differ in their messaging, but also in the way those messages are delivered. In B2B marketing, you need to warm up your potential customers to your product or service. Give them the information they need to understand how your product will make their lives better. For B2C advertising, consumers already know what they are looking for. It’s your job to evoke emotion to drive them to make a purchase. 


Is your B2B company looking for marketing support? At Ajax Union, our team of marketing experts specializes in all B2B lead generation tactics, such as content marketing, account-based marketing, paid search, social media management, sales funnel creation, cold email campaigns, email marketing, and beyond. Learn more about what we do here.


To discuss your company’s lead generation strategy, contact us here.


If you work at a B2B (business-to-business) company, you know just how difficult it can be to find leads. What’s more difficult? The process of turning a lead into a prospect…turning a prospect into a client is even more difficult.

What does lead generation typically look like? It looks like a sales funnel! A sales funnel is when you grab a lead’s basic information such as name, company, and email address and begin personalized communication to nurture them to ultimately become a client. 

So what’s the best way to generate leads? A strong lead generation process!

Here’s a list of 5 ways B2B companies can generate leads:

  • Use Social Proof

Testimonials, case studies, Youtube clips, you name it— if you want other businesses to trust that your product and your business is valuable to them,  you’ll need to give them reasons to trust you! Erase any doubts about your product or service by showing your leads that they’re making a smart purchase decision. 

  • Create Lead Magnets

How do you grab your leads’ attention to begin with? In B2B marketing, we use something called a lead magnet. A lead magnet can be a blog post, detailed guide, case study, or how-to that addresses the day-to-day challenges of your target prospect. If your B2B company solves key issues, show them you’ve got the know-how to tackle them.

  • Host a Webinar

Webinars haven’t gone out of style. In fact, they’re one of the key ways marketers and sales professionals generate leads to this day. If your company can create and host a webinar that appeals to the needs of your target audience, you can generate higher-quality leads. A live, experiential webinar is often one of the best ways to upsell and interact with your prospects.

  • Launch a Cold-Emailing Campaign

Cold emails are the new cold calls! But as a lead generation tactic, they have far more promising aspects. Cold email campaigns allow your B2B company to bring awareness of your offering to a very large group of your target audience. If done correctly, a cold email campaign can generate several leads within one week of launch. Want to get your cold email campaign right? Here are some tips:

  • Use accurate, informative, and catchy subject lines
  • Keep your cold emails short
  • Always personalize the “To” field
  • Fulfill all opt-out requests
  • Always include a CTA

  • Always Follow Up

No matter the lead generation tactic, one of the fundamentals of turning a lead into a client is to follow up with them. For instance, one cold email might slip under the radar in your lead’s inbox. But after following up a 4th or 5th time, your lead is more likely to take a look at your email, hear your sales pitch, and gain awareness of your company and what you do. Following-up is a game of statistics; the more often you follow up, the more likely you are to increase your chances of converting a lead to a client.

Is your B2B company looking for B2B marketing support? At Ajax Union, our team of marketing experts specializes in all B2B lead generation tactics, such as content marketing, account-based marketing, paid search, social media management,  sales funnel creation,  cold email campaigns, email marketing, and beyond. Learn more about what we do here.

To discuss your company’s lead generation strategy, contact us here.


Throughout the years LinkedIn has risen to the top as the best social networking platform for businesses to connect with potential buyers and other professionals. With its niche advantage, LinkedIn has become especially popular for those in B2B companies.

Check out these stats about B2B Marketing on LinkedIn from business.linkedin.com:

  • 80% of B2B marketing leads from social media come through LinkedIn.
  • 92% of B2B marketers use the platform over all others.
  • 46% of social media traffic to your company site comes from LinkedIn.

By now you can probably see that LinkedIn has the full potential of becoming your most successful channel for generating leads in your B2B marketing efforts. Keep reading as we dive deeper into the 5 reasons you should be implementing LinkedIn in your B2B Marketing Strategy.

Many B2B marketers suffer from effectively reaching out to potential leads in the right context because many aren’t seeking out professional content while scrolling through personal feeds on platforms such as Instagram or Facebook. LinkedIn is already established as the platform where business professionals go to discover content to enrich their professional lives which makes it especially easy to advertise your offerings.

Thought Leadership
It’s well known that B2B purchase decisions are weighted heavily and are more complex than B2C purchases. Buyers feel that they need to have the utmost confidence in your solution and your company before making a decision.
In the 2020 B2B Thought Leadership Impact Study, research shows that decision makers in B2B organizations spend meaningful time consuming thought leadership content that significantly influences their brand perception and buying behaviors. LinkedIn’s annual studies have shown that Thought Leadership is as valuable as ever in establishing trust with consumers and driving demand for B2B businesses.

Implementing and building a culture around Thought Leadership takes time and consistency and willingness to drive deeper thinking. There needs to be full participation from management and the organization to succeed.

Traffic Building
Taken from the stats above from business.linkedin.com, 46% of social media traffic to your site comes from LinkedIn. That’s almost half of all your website traffic! You need to start by creating relevant content that drives VALUE. Share something that you know your ideal customer is searching for and provide a solution that leaves them wanting more. Once you drive users to your website and collect emails, you can start nurturing those leads moving them towards a sale.

Precise Targeting
One of the best things about marketing on LinkedIn is their ability to get your content in front of your most valuable audiences. LinkedIn gets their data used for ad targeting directly from its users. With over 706M+ users on LinkedIn and over 200 characteristics to choose from, you’ll be able to find the right target audience needed for your campaigns.

Targeting categories include:

  • Experience
  • Education
  • Interest
  • Matched Audiences
  • Demographics

Lead Generation
You can probably tell by now from the previous points on how you are able to generate leads from LinkedIn. In this HubSpot study, LinkedIn had a 2.74% visitor-to-lead conversion rate, making it almost three times more effective than its closest competitors, Facebook and Twitter. Like stated before, LinkedIn is for business-focused users. When scrolling through LinkedIn, users are in a business-like mindset, allowing for your marketing efforts to perform better overall.

LinkedIn has been shown to be the most effective social media platform for B2B businesses when it comes to lead generation.

Need help getting started on LinkedIn?

We’ve got you covered!

With our LinkedIn Authority Blueprint, we’ll help you develop a LinkedIn strategy so you can get more qualified leads, stay top of mind with your trusted relationships, and keep you front and center in the eyes of your top prospects and referral partners.

Learn more here: https://www.ajaxunion.com/buyblueprint 

If you have any questions, feel free to reach out to us! https://www.ajaxunion.com/contact/ 

The best way to get started with email marketing is to think of it as a nurturing tool. So many times B2B companies use email marketing solely for the purpose of sales and promotions – often in a non-targeted way. Although this sometimes can lead to a few sales here and there, it’s not the way to build lasting relationships with your customers or clients.

Using email marketing as a nurturing tool, connecting with your audience who reach out to you, providing them with value and solutions, is the best way to utilize B2B email marketing. One of the best ways to build relationships is through educational email newsletter.

Here are a few tips to make the most out of your B2B email marketing strategy:

Create Relevant Content
Remember, your newsletter is not for you, it’s for your consumers. Use your newsletter to create relevant consumer-focused content. Focus less on what your business offers and more on what issues and problems your consumers are experiencing. Identifying what your customers are interested in and creating content around that will provide them real value and show them that you CAN solve their problems.

Remember the 80-20 Rule
When creating your newsletter a good rule to follow is the 80-20 Rule. The 80-20 rule states that your newsletter should be 80% education and 20% promotional. The majority of your newsletter should include education content. Here are some ideas:

  • Case studies
  • “How-to’s”
  • Problems and solutions
  • Lists and tips
  • Industry news and rends

Also don’t forget to include a relevant call to action. When you are adding promotional content to your newsletter, it’s important to keep it relevant to the educational content for the best conversion opportunities.

Utilize an Email Management System
First, you shouldn’t be using your personal email for email broadcasting. An email marketing management system will help you completely automate building your lists, designing and developing your email content, and measuring the success of your campaigns. Email management systems like MailChimp and ConstantContact are great platforms for getting started. For more in depth tools that go beyond email marketing, check out Active Campaign and Hubspot.

Measure Your Success
Just like all other marketing activities, you need to measure the success of your email marketing campaigns. When using an email marketing management system, you will get access to great reports that will allow you to track the success of your campaign. Your report will generate results such as

  • Open rate
  • Click rate
  • Forwards
  • Unsubscribes

These results are extremely valuable for identifying actionable strategies to improve your results. Changing up your newsletter and comparing your performance to past newsletter will give you great insight into what is working and what isn’t.

For more information on designing your email marketing campaign, visit https://www.ajaxunion.com/tag/mailchimp/.

Contact us here: https://www.ajaxunion.com/contact/ for any additional information. We would love to hear from you and answer any questions you may have.

As social media continues to grow, many consumers are spending more and more time online. This is especially true due to many being stuck at home.

During this time, brands are desperate to find different ways to reach and engage their audiences and a newly emerged social media platform has done just that.

Clubhouse is a new audio-only social media platform that allows you to connect with others and build relationships. This app mimics real-life interactions; there are no recordings of conversations allowed and you don’t have the option to save, meaning once a conversation is done, it’s done and gone forever. This creates a massive addiction for those who have major FOMO (fear of missing out).

So how does it work?

Clubhouse is also an invite-only platform. This creates a sense of exclusivity around the app and drives people to look for any possible way in. According to Business Insider, some are even starting to sell their accounts!

Users on the app can follow topics of interest and join themed clubs. They will then have access to different chat rooms focusing on that topic. All rooms are different, some can have a few people chatting, and others can contain thousands of people listening to top speakers like industry experts, politicians, and even celebrities.

Most people would rather sit in and listen to a conversation or presentation rather than being on video and typing at their keyboard. We can probably connect this to many experiencing burnout from countless Zoom work meetings. With Clubhouse you are given the opportunity to “raise your hand” if you have something to say. The speaker of the room can then give you speaking access. It’s almost like eavesdropping in on a fascinating, informative conversation, without the pressure of speaking or interacting.

How to Use Clubhouse for Your Marketing Efforts
So, how do you implement Clubhouse into your marketing efforts? Here are some of our recommendations:

  • Use Clubhouse to build a community of your ideal target audience.
  • Create rooms based on topics that surround your offerings.
  • Engage with users who have similar interests and that you know are actually interested in what you have to offer.
  • Have a new product or feature you want feedback on? Create a room and ask others what they think.
  • Struggling with something that you can’t figure out? Create a room around the topic and get a conversation going! You never know what kind of information is out there.

To learn more about Clubhouse check out our CEO, Joe Apfelbaum’s LinkedIn Article, How to Generate Revenue From Clubhouse.

Have further questions about Clubhouse and how you can utilize it for your business? Contact us! We would love to hear from you.