“Micromanage the process, not the people” – says Joe Apfelbaum, who is obsessed with finding a better way and sharing it. 

Joe Apfelbaum founded Ajax Union in 2008 with a desire to build a business that makes a difference for his clients. From a young age, Joe Apfelbaum saw his mother struggle to build a successful business on the lower east side, working 16 hours a day to provide for her family.  Growing up he saw firsthand the hustle and work you have to put in to be successful. But he knew it was not enough to just work hard. He knew he also needed to be strategic.

As a teenager, Joe studied to be a Rabbi and after getting ordained in Israel he realized he had a passion for business and technology. From there, he decided to focus his efforts on building his technological and marketing skills. Joe started off building websites and fixing computers for his clients. He realized all his clients cared about was generating traffic. So, Joe learned SEO and became one of the best SEO experts in the industry which ultimately led to him building his own business, Ajax Union. 

Throughout the first years of running Ajax Union, Joe Apfelbaum learned the value of building meaningful relationships but he was terrified of public speaking, networking, and social media. After hiring the right coaches, taking courses, and reading a lot of books, Joe was able to break free from all his fears and be the influencer and business leader he is today with over 36,000 followers on LinkedIn. 

Ajax Union was honored as one of the fastest-growing marketing agencies in the US, being featured on the INC 500, and serving over 1,100 clients over the past decade.

Joe’s relationship-building and networking skills have also enabled him to build long-lasting relationships and also educate thousands of people on the value of networking on LinkedIn via Evyrgreen Networking

Joe is a connector and passionate thought leader. Together with Ajax Union’s president, Tami Schlichter, Joe started Evyrgreen Networking to help professionals utilize LinkedIn the RIGHT way, using a strategic approach that gets his clients results. Evyrgreen Networking has helped over 680 professionals master LinkedIn and create more revenue. 

“The right marketing strategy will save you a decade.” – Joe Apfelbaum


Joe Apfelbaum is a certified Google trainer, business strategist, and an active member of the Executives Association of New York City.

Joe is a professional speaker and an active member of the National Speakers Association, a group of the top professional speakers in the USA. 

Joe regularly is invited to speak to groups of top CEOs at EO, YPO, Vistage, and the YJP CEO Forum about marketing, networking, and business strategies. 

Joe’s passion lies in helping others be the best they can be. You can find him running around Prospect Park sharing inspirational videos or writing books on how to improve your life and your business. Check out all of Joe’s books here.

Joe Apfelbaum is proud of all his accomplishments, but most of all he is proud of his 5 amazing kids and the ability he has to be present in their life as a single dad.

Follow Joe on LinkedIn and let him know that you read this article! He would love to hear from you.

Does your business need marketing support? Schedule a FREE strategy session with us, and we’ll give you personalized insights on your business and be sure to ask you the right questions.

For more helpful information on B2B Marketing check out our resource library.

What is a Company Profile Datasheet?

A company profile datasheet is a document where companies can inform potential customers and investors about their operations and services. It can be used for a number of reasons such as providing information to prospective customers, building trust with potential investors, and attracting talent.

You can tailor and emphasize certain parts of your datasheet depending on your business objectives or goals. A good company profile datasheet is one that effectively conveys the kind of information you want to send to your target audience.

For example, If you want your company profile datasheet to be used to attract potential employees, then focus on the points that will help you stand out from other companies such as company culture, workplace benefits, future plans, etc. A company datasheet can fulfill a number of different purposes.

Company profile datasheets can be used by any type of company that wants to share what they do with their target audience. It isn’t industry or size-specific.

Company profile datasheets can include information such as:

  • How the company was founded
  • Company values
  • Mission statement
  • Unique selling proposition
  • Services offered
  • Strategy
  • Client base
  • Key accomplishments
  • Future plans

Why is a Company Profile Datasheet Important?
why company profile datasheet is important

A Company Profile Datasheet is useful for a number of reasons:

  1. It tells prospective customers what you offer

    A company profile datasheet often contains information for prospective customers about the kinds of products and services you offer as well as how you offer them. Include details but clear information about your offerings so that prospective customers can get a good idea of the kinds they can expect from your company.

    If you have a target market in mind for this datasheet, then tailor it to match their expectations, wants, and needs so that you can better connect with them and show them how you specifically address their needs.

  2. building relationships blog image

  3. It attracts employees and investment opportunities

    Company profile datasheets that emphasize a good company culture can be a great way to attract talent and investment. Showing information such as future steps, clients you work with, and information about your company are great ways to invite people to work with you. This kind of information can help get people excited about your brand and working with you.

  4. It provides a good company image

    A company profile datasheet, like your website, can be used as a way to deliver information about your company to prospects. Just like a well-designed and thought-out website can be used to provide a good company image, company datasheets can as well.

    It helps to add credibility to your brand and show that you are willing to put the work into producing offerings for your prospective clients.

  5. building trust blog image

  6. It allows you to build trust with prospective investors and customers.

    Sharing information about your company such as how it was founded and what your values are can help to build trust with people looking to work with you.

    For example, if your values show that you place an emphasis on helping the environment, then you are going to look more attractive to customers, investors, and employees who value the environment. 71% of consumers prefer to buy from companies whose values reflect their own.

    This could be the difference between gaining a client or not, so it’s really important when thinking about your datasheet the kinds of people you want to attract with this document.

  7. It helps you stand out from companies

    Similar to a previous point, a company profile datasheet can help you stand out from other companies because you have a one. Having one shows the conscientiousness of your company. It gives more opportunities for people to interact with you, more touchpoints with people mean that you have more ways to sell yourself to clients.

    Every little edge helps when trying to stand out from the crowd, and having a company datasheet is a way of helping achieve this.

At Ajax Union, we can create the perfect company profile datasheet for your company to help you stand out from the rest and reap all the other benefits we brought up earlier.

Check out our company profile datasheet here.

Does your business need a company profile datasheet? Schedule a FREE strategy session with us and we’ll give you personalized insights on your business.

For more helpful information on B2B Marketing check out our resource library.

For businesses looking to hire a marketing agency: the truth is, 90% of the agencies out there won’t be a good fit for your business.

Finding an agency that understands your business’s needs, opportunities for growth, and budget limitations is no small task. But, there are key ways you can identify whether or not an agency will be a good match.

One effective tactic for vetting an agency is by preparing a one-page document that summarizes your business, its needs, your budget, and some stakeholders. At Ajax Union, we call this document a “Request for Proposal Questionnaire,” or an RFPQ.

Here are the 8 kinds of information you should include in your RPFQ:

8 Things To Include In Your RFPQ Graphic

  1. Details on your business: What is the name of your business and product or service? What is the website URL that you would like to market? Who do you serve? What problem do you solve in the market?
  2. Your current needs: What is the problem you are trying to solve with marketing? Why do you need digital marketing? Are you looking for lead generation, branding, or general marketing support? What tactics do you need help with? PPC? SEO? Social media? Email? Public relations? Video? Website management? Help the agency identify your need and the tactics you would like to execute.
  3. Your current situation: Why are you reaching out now? What changed in your business? Did someone leave? Are you looking to change agencies because of a lack of results or some other reason?
  4. List of decision-makers: Who are all of the people that will need to make the decision on selecting an agency? This should include everyone’s names, titles, and what their involvement will be.
  5. Marketing budget: What is your marketing budget for an agency and for advertising spent monthly? If you do not have one, it’s helpful to provide a range. Also, if possible; you should explain how much revenue you hope to generate in your business and what your average client spends with you. Be as specific as possible.
  6. Timeframe: If you decide to move forward with what the agency has to offer, when would you like to get started? Pick a project start date now so the agency knows if they have the resources to accommodate and onboard you properly.
  7. Contact information: What is the best way for the agency to reach you? This should include your name, email, cell, and address if you want the agency to meet you in person at some point. What are the best times to set up a meeting to review this opportunity and who else needs to be on this thread? Include their contact information as well.
  8. Additional information: You can also include more information if you feel like it’s needed and you did not cover it. For example, you can tell the agency about your culture, your values, how you operate, what CRM you use, and what technologies you are currently using. You can include links to your style guide, and resources for the agency to watch, read or review. Anything that you think might be helpful for the agency to understand the scope of the project or your business would be very helpful.


The RFPQ is extremely helpful because it saves time; you won’t have to have an hour-long conversation with an agency trying to just collect information because you spent 15 minutes writing everything down. It might be worth filling elements of this document out if you want to hire a freelancer or employee. You want to make sure that people get a full picture of what your need is.

But why is all this information needed? Let’s do a Q&A below:


Q: How much information do I need to provide about my business in order for an agency or freelancer to be able to help me?

A: The more information that you provide, the better equipped the agency or freelancer will be to be able to support you and see if what they have to offer is a good fit. Often, it’s not a good fit, but agencies will not be able to tell you that because they do not have enough information. Agencies need to know what your company does, who you best service, why you have focused on that market, what your competitive advantage is, what your values are, and what problem you solve in the market. Additional videos, websites, links to brochures, or marketing materials are also helpful to help your agency get the full picture. 

Other questions you should try to answer are: How many employees do you have? Who are the key players? What are your annual sales? What are your goals? What are your main product lines or services that you offer? The more information you provide, the better. Often you can just provide a few sentences with some links and that would be enough.


Q: Why do I have to tell an agency what my need is? Aren’t they the experts? Shouldn’t they tell me what I need instead of me spelling out what we need?

A: You are the expert in your own business. You know your business better than anyone else. Your opinions and experiences matter. By telling an agency what your need is, what tactics are working that need to be expanded on, and what is not working but would like to fix, you’re helping your agency get you the services you need. 

Yes, they might be the marketing experts, but putting the marketing experts together with you, the expert on your business, will help them create a plan that will achieve your goals. 


Q: Why is it important for an agency to know your current situation? Why can’t an agency just give your business a proposal? How will this information help the agency?

A: Knowing the history of your marketing operation helps us understand what resources you have had in the past and what you are used to dealing with. You may have lost access to a resource or you may have access to a resource that you will be losing very soon. Our approach will be different depending on your situation. We want to be proactive and get to know the lay of the land. We also want to be sensitive to any problems that you may have experienced. Maybe you were burned by a past relationship. We want to understand WHY you feel like you were burned to try to avoid history repeating itself.


Q: How will understanding who is involved in making the decisions help an agency provide us with great marketing services?

A: When it comes to making decisions for hiring an agency or freelancer, there are often a few people that are involved: you have gatekeepers, influencers, decision-makers, users, and buyers. There can be a board that is involved. The agency will want to understand each unique player, who they are, and what their concerns are from the beginning so they can make the best possible presentation to appeal to all of those key players.


Q: We really do not want to share our marketing budget. Do we have to decide on a budget? Why can’t an agency just tell us what it costs instead of making us create a budget?

A: Most small businesses do not have budgets for marketing. If they get results, they will spend more. If they are wasting money, they will spend less. At the same time, when you are starting a marketing campaign, you must have some understanding of what your test budget will be to try out a campaign for a period of time. There is no real way of knowing what result you will get unless you have a crystal ball. Working with an agency might cost a few thousand dollars per month and testing out an advertising campaign can also cost a few thousand dollars per month. 

A common issue businesses run into is that they don’t have the cash to run a test, or they want to create a new brand for their business and have a set budget to do that. In this event, businesses fear that full transparency will disallow them from accomplishing a marketing goal for less. This is a valid concern. If you do not trust an agency with a budget, you probably shouldn’t trust them to do work for you. When the agency gives you a proposal with a scope of work, it needs to make sense. You will not get the same website for 20k as you will get for 50k. 

Ultimately, higher-quality services cost more money, whether it’s a flat fee or hourly. There are standard prices for getting things done. You will not get someone to manage your $10k AdWords budget for $500 per month and spend an hour per day in your account. They might spend an hour a day in your account if you spend $2,500 a month to get that campaign managed. You will not get a proper brand strategy session that costs $15k for $300. Tell the agency where you are at, and they will find a way to either work with you or refer you to someone that would fit into your range.


Q: How do I decide what my marketing test budget should be for a lead generation campaign?

A: A good agency will look at your goal first and understand what you are trying to achieve. You might want to grow your business from 1.3 million to 1.5 million in revenue this year. That means you want to add 200k in new revenue. Think about the REAL value that you would need to invest to generate that new 200k in business. You might be able to invest 100k to generate 200k. Should you spend the full 100k upfront? Probably not! 

Invest a few thousand dollars a month and see if you get leads that will lead you to 200k. If the campaign fails, this wasn’t wasted money— because you had a test budget! 

The question is WHAT did you learn? You need to be the judge to see if the campaigns you ran had potential; it’s your money. Pick a number you are willing to invest in and see what you can learn each week. Remember, if you invest very little, you will need to wait a much longer time to see if this plan works. You can spend 100k over 90 days to try something out or you can invest 100k over 10 years. You might get the same results… Time plays a factor in testing. Pick a budget that makes business sense for you.


Q: Why is it important to know what your timeframe is for getting started? I feel like you are pressuring me to decide.

A: No one wants to rush you into making a decision. The reason why understanding your timeframe is important is because an agency must understand its own resources and commitments and how they will be able to help you with getting started. Resources are always limited and if you want to start today, the agency will need to have the bandwidth to support that. If you want to start in 90 days, an agency may or may not be able to wait. Understanding your timeframe to plan ahead is a very important part of making sure an agency is a good fit.

All in all, finding the right marketing agency for your business is extremely difficult. After all, it is an investment of money, time, effort, and resources that go into entrusting a group of professionals to make the vision for your business become a reality. Ultimately, if you want to find the best match for your business, you’ll need to offer the most details about your business, its goals, its stakeholders, timeline, and budget, and be prepared to ask questions!


Does your business need marketing support? Schedule a FREE strategy session with us and we’ll give you personalized insights on your business and be sure to ask you the right questions!

For more helpful information on B2B Marketing check out our resource library.

If you’re struggling to maintain brand awareness, keep potential leads engaged, or recapture lost leads, then you’re probably lacking B2B retargeting strategies.

Not everyone will be ready to buy the moment they come across your product or service, especially business-to-business companies. Prospects need to be nurtured into your funnel and then down it, gaining valuable information along the way. Then they will decide whether or not to convert.

Have you ever noticed after you Google something, the next day you start receiving ads for whatever you searched, left and right? That’s the brand retargeting you to stay top of mind and encourage you to take the plunge.

If you don’t take the opportunity to retarget and nurture your top-of-the-funnel leads, you are missing out on a lot of new business opportunities.

Keep reading to learn the best retargeting strategies B2B Companies can implement to stay top of mind with their ideal target audience.

    1. Segment your audience by funnel stages
      By tracking your audience’s website metrics, you can easily determine what stage of the funnel they are in by the actions they’ve taken. This allows you to create messaging specific to what they need to hear to move them onto the next stage of the funnel. You wouldn’t want to deliver “Buy Now” messaging to someone who has just entered your site for the first time, would you? No, you want to provide them with helpful information that is easy to digest. 
    2. Create remarketing ads
      The easiest retargeting strategy you can implement right away is through remarketing ads. Create remarketing lists of specific page visitors and serve them ads to stay top of mind. If you have a smaller audience, remarket to all website visitors. If you have a larger audience, it’s best to segment your retargeting by page visits that indicate intent. Such as someone who visited your contact page but didn’t submit. You can further segment your audience by selecting to segment them by time spent on your website or a certain page. Targeting users using this criterion can help you zero in on those with the highest engagement.
    3. Create targeted landing pages for better user experience
      When you understand who you are retargeting based on what stage they are in the funnel, you can start to create messaging tailored specifically to their needs. Each stage of the funnel relates to a unique customer experience. And at each stage, you are going to want the users to take a different action. If you successfully create a landing page that speaks to all of their needs and is engaging/convincing enough, they’ll most likely take the steps and fill out a form, taking them from a prospect to a lead. A social proof landing page is another sort of landing page that can effectively retarget your offering. These pages can include testimonials and case studies from your past or current client who has had success working with you. These types of pages can give someone that’s in the bottom-of-the-funnel that push they need to convert.

Retargeting, especially for B2B businesses should be a priority when it comes to their marketing strategy. B2B businesses need more time to make a decision that involves more nurturing. 

That’s why implementing retargeting strategies is crucial for moving prospects through each stage of the funnel.

For more insights on your business’s marketing tactics, schedule a FREE strategy session with us and we’ll give you personalized insights on your B2B marketing budget.

For more helpful information on B2B Marketing check out our resource library


If you’re the CEO or marketing director of a B2B company, you might be wondering: What are the most important marketing tactics? 

One of the most common things that people wonder about is what tactic they can use to get more of the right types of clients. At Ajax Union, our CEO and Founder, Joe Apfelbaum, always says, 

“The right strategy will save you a decade.”


So in fact, the tactic does not matter as much as the strategy because traffic can come from anywhere as long as it’s the right traffic. 

There are three main tactics that drive traffic: Search Engine Optimization (SEO), Social Media, and Email. 

SEO is beneficial because it brings organic traffic from Google search engines to your site. But what happens when the traffic hits your website? Does your business have a plan? If you don’t have the right messaging and the ability to convert that traffic, your business is in trouble.

The whole reason businesses engage in SEO, social media, and email campaigns is to get one thing: attention. Businesses need attention to thrive. But what if your business is not ready for the attention? What if you get the attention and your business doesn’t have the bandwidth to handle it? What if you get the attention from the right people and you do not have the resources to follow up? What if you get the attention from the wrong people and they waste your time? 

You can avoid all of these scenarios by starting with a strategic goal for the traffic you want to get. 

If you want to get people into your marketing funnel (system for nurturing leads to get them warmed up and want to buy), the three most effective ways are SEO, social media, and email. 

Let’s review the three most important marketing tactics every B2B business should have:


The Most Important Marketing Tactics B2B Businesses Should HaveGraphic


    1. Search Engine Optimization (SEO)

      When you want more information on something, where do you go?  GOOGLE! You Google everything. Want to know when the sunset is in Brooklyn, NY? Google it! Want to know how to create jump cuts on a video editing software, you Google it! Want to find a digital marketing agency that focuses on B2B companies? You Google it and then you ask your friends if they heard of Ajax Union.

      Chances are that if they are B2B and are in NYC, they have heard of us. Why? Because we rank pretty high on Google, both on the ORGANIC side and on the PAID side for the keywords that matter.

      Start with identifying the MOST important keywords you want your business to rank for on search engines like Google and then find out where you are for those keywords. Remember that people have INTENT when they search. Traffic with intent is very valuable.

      What do people want to do when they search that particular keyphrase? Do they want to buy? Do they want to learn? Do they want to have fun? Think of high-intent versus low-intent when creating your keywords. Keep these rules in mind:

      Rule 1: The more generic the keyword, the more traffic there is, but the harder it is to rank highly on and the more expensive it is to advertise to.

      Rule 2: The more specific the keyword is, the easier to rank and the better the lead! So choose your keywords wisely.

    2. Social Media

      When it comes to getting traffic from social media, there is both paid traffic and organic traffic. Both have value but with social media, paid will get you the most bang for your buck, especially on Facebook and Instagram.

      When we say ‘paid traffic,’ we mean advertising on social media. It’s very effective because you can target people based on who they are, what they do, where they live, and how they think. Paid advertising allows you to pick people of a certain income level that have watched certain videos, live in a specific area, and have a specific email address.

      The more targeted your traffic is, the more effective your paid media will be because it will make it more likely that people will take action. People will take action if the message resonates with them.  LinkedIn is a great source to get organic traffic. Businesses can post on LinkedIn, and hundreds, if not thousands of people, can see it in just a few hours and it costs your business nothing but time.

      Your business must have the right strategy and invest time and effort to get it right. When you do get it right, you will win big with social media.

    3. Email Marketing

      Everyone has an email. Everyone checks their email. Everyone also deletes emails. When using email marketing for your business, the key lies in having the right LIST and sending them the right message on a consistent basis.

      Email marketing works really well for businesses because the audience is more clear. Email marketing lists are generally made up of contacts who have already interacted with your business. So when sending an email, your message is more targeted and customized, making it more likely that it will garner engagement or responses.

      When using email marketing, make sure not to send emails to random leads.  Instead, invest in building a relationship with a group of people that are likely to buy and refer business to you.

When you jump into the world of marketing, you’ll find that there are hundreds of other tactics that you can use to get traffic and attention to your business, product, or service. The key is to know where to put your time.  Where focus goes, energy flows, so focus your efforts at one traffic source at a time. 

For example, if you have a product or service that people search for all the time, that’s a great opportunity to use Google Adwords. 

If you need to build an audience and nurture them, use Facebook ads to target people based on who they are. 

If you have a list that you built over the years that you can be sending emails to, work on improving your emails and offer to get more out of your list. 

If you do these three things right, you will be able to have more leads than you can handle.


For more insights on your business’s marketing tactics, schedule a FREE strategy session with us and we’ll give you personalized insights on your B2B marketing budget.

For more helpful information on B2B Marketing check out our resource library

If you have a business and need to market your services; the big question is how do you determine your marketing budget?

Often, executives and higher-ups at companies have no idea how much marketing services cost or what they should expect. The onus is on the marketing agency to educate their clients on how it all works.

In this article, we’ll be breaking down the important parts of budgets so that anyone who runs a business can be more informed when they are talking to marketing professionals about creating a marketing budget.

Let’s get started!

The 2 Elements To Consider Before Setting A Marketing Budget

2 Elements To Consider Before Setting A Marketing Budget

The truth is: pricing marketing services can be very tricky! Every business has totally different goals and requirements that will make the price of a marketing budget vary a lot. But here are the two elements you should consider before setting a budget:

    1. How much money do you have to invest?
      Every business has its limitations! What are yours? If an agency is quoting your marketing plan at $1,000, but your business can only afford $500, then you’ve hit a wall. You might be flexible and have a range you can spend but ultimately, there is probably a limit on how many resources your business can invest in marketing altogether.


  1. What’s your end goal?
    What do you want to get out of your marketing budget? There are no expenses in business, only investments. When you are investing in anything, from a piece of hardware to hiring a sales representative, you’ll want to consider your expected return on investment.

Once you’ve considered both of these questions, think about the following: does the amount of money your business has to invest in this endeavor match the expectation for how much ROI your company wants to get back? Let’s consider some examples.

Example #1: When Your Budget Doesn’t Match Your Goals

For example, let’s say that you want to generate 1 million dollars in revenue from your marketing engagement. However, your business only has $10,000 to invest in a marketing budget. That is usually not a reasonable amount of money to invest in anything that would achieve 1 million in revenue. 

If you have a B2B marketing campaign that you want to run for a year and your goal is to generate 1 million dollars in business from the campaign, you might have to invest $250,000 to get that result. In some industries, you might have to invest $500,000 or more, depending on the lifetime value of the revenue that your business acquires. 

Example #2: Your Marketing Budget Exceeds The Lifetime Value Of Your Average Client

Let’s say a client is worth $180,000 a year for your business, and on average that client will stay with you for 2 years. That means your average client will spend $360,000 with you. 

If hypothetically, your net profit is 10%, that means you have $36,000 leftover. If you spend another $100,000 in marketing to acquire a new client, you’ve effectively lost $64,000. Not the best investment. 

Once you’ve determined your maximum budget and the lifetime value of your clients, you’ll need to break this budget up into several components. In the next section, we’ll go into more depth about them.

The Key Components Of A Marketing Budget


The Key Components Of A Marketing Budget


    1. Internal vs External Hiring
      Figure out if it makes sense to hire internally or externally. You know you need digital marketing but you are not sure what your budget should be. What would it cost to hire internally? Let’s say you hire three people internally and that it costs you $15,000 monthly. Agencies might offer the same roster of services for about $12,000 monthly; except actually, they might get a lot more done than your internal team because your company doesn’t have to pay for any of the other overhead costs associated with internal hires. When it comes to having a marketing budget, decide how much money you have and the results you hope to achieve. Then compare it to what it would cost to hire an internal team to get it all done.


    1. Ad Spend
      In addition to the fixed costs that you will need to invest in a team, you also need to have a budget for advertising. Advertising is not optional. You must invest in AdWords, Facebook Ads, retargeting, and beyond if you really want to maximize your digital marketing efforts. The amount you spend is based on your goals, or return on ad spend (ROAS) that you are looking for and based on your available capital to test. Marketing is all about testing. You might be running a branding campaign that will have branding key performance indicators (KPIs) that you measure (views, engagement, etc). You might be running a direct response campaign where you are measuring KPIs like leads, emails, qualified appointments, or proposals. Decide what you are willing to test with for the first few months and make sure you have conversion tracking set up properly.


  1. One-Time Investments & Startup Costs
    Finally, the third thing you need to consider is one-time investments and startup costs. Every time you are starting a campaign, there are assets that need to be created, accounts that need to be set up, and strategies that need to be defined. You do not need to build a website every month, but building the right website might cost you thousands of dollars upfront, especially if you are doing it right.


In summary, these are the following items you should consider before determining your marketing budget:

  • The specific goals you want to achieve
  • How much you can actually afford to invest
  • What return on investment you are looking for
  • What the fixed monthly costs are for running the marketing campaigns
  • The advertising costs that are associated with the campaign
  • One time strategy, assets, technology, and set up costs

Looking for more insights on how to get your marketing budget started? Schedule a FREE strategy session with us and we’ll give you personalized insights on your B2B marketing budget.


For more helpful information on B2B Marketing check out our resource library

There is a misconception that in the world of B2B marketing, social media is the most ineffective strategy for building trust with your leads. While a social media strategy won’t necessarily convert to revenue, there’s no denying that having a robust social media presence is an important touchpoint for leads to get to know any company. But in the B2B space, it can often be tricky to nurture your leads when your services are extensive or technical. That’s why we put together 9 tips to help you master your B2B social media strategy!

Here they are:

 9 ways to master your b2b social media strategy

1. Align your business goals with your social media strategy

Like with any campaign, your social media strategy should keep your business’s goals in mind. There are so many ways you can use social media, but here are the top ways:

Your B2B social media strategy should be tailored according to what your business’s pain points are. If you need more people to know about you, your posts should focus on brand awareness. If a lot of people already know about you but still don’t know why they need you, you’ll need to educate them. Or, if people already know you and know why you’re valuable, maybe you just need to prove that you’re a reputable company that is better than the competition! Your company’s business goals should come across in the social media strategy.


2. Let people know who you are and what you do

Regardless of your strategy, you’ll need to make sure your social media posts have a good mix. It’s essential that you inform your top of funnel prospects about who you are and what you do so that in the event someone completely new who knows nothing about you stumbles on your social media page, they know what your brand is about.

With brand awareness types of posts, you’ll want to outline 1. Who you are 2. What you do 3. What you value as a company and 4. What makes you better than your competitors.


3. Educate your audience

Making a big purchase decision requires more than just knowledge of what your company is about. Your prospects will want to know that your company is credible. You can do this by educating your audience on problems specific to the industry you serve. Some of the best ways to educate your audience include blog posts, article shares, PDF downloads, white papers, videos, infographics, and more. Whatever your company can leverage as educational is what you should share on social media. You want your prospects to know you’re the real deal!


4. Build trust

When you want to buy a product or service— what types of things let you know that a product or service is worth its salt? Usually reviews, awards, or special recognition.

Make sure to leverage any social proof or institutional recognition your brand has for the work it does on social media! It’s a critical way to show your leads that you’re worth trusting.


5. Don’t be dry; be human

You’ll often notice big B2C brands are adopting a more casual, inviting, and informal tone with their brand messaging in things like emails, websites, posts, and more. B2B companies should do the same!

We’ve entered the age of personalized content. People want to feel spoken to, not sold to. Remember, even though your company sells services to other businesses, you’re still trying to reach individual people or decision-makers that have thoughts, feelings, and pain points. Make sure to utilize an engaging and personable tone in your social media messaging, and your B2B social media strategy is sure to turn heads.


6. Track your KPIs

It’s often said that you can’t track a return on social media posts.

We challenge this assertion!

Though you may not be able to count your return on investment in dollars with social media, you can track the number of other equally important results like page visitors, clicks, likes, comments, follower count, and more that will allow you to optimize your social media strategy. See what’s working and what isn’t.


7. Make social media-friendly content

Remember, your social media accounts are not your websites. You’ll want to make bite-sized content for your followers that is engaging! Here are some great ways to optimize your content for social media:

  • Experiment with fun captions
  • Try different kinds of posts (pictures, carousels, videos, audiograms, gifs, etc)
  • Make infographics
  • Gamify your content
  • Create company-specific hashtags

And more! The best social media strategy is a creative one where you test, test, test.


8. Post relevant content

There’s something new trending on Twitter every day! Make sure to keep your B2B social media strategy topical. If everyone is talking about the same event in the news or something big has happened in your industry, don’t skip a beat and miss an opportunity to make social media content that caters to what people are already talking about!


“The best B2B social media strategy is a creative one where you test, test, test.” 


9. Cater your content type per channel

Research shows us that B2B marketers spend most of their time on LinkedIn! This makes sense since this is where most key decision-makers spend their time. When building a winning social media strategy, make sure to cater your content type to the channel its being posted on. Here are our recommendations:

  • LinkedIn & Facebook: thought leadership content, employee engagement, brand awareness
  • Twitter: interactive content
  • Instagram: visual content
  • Youtube: how-tos, interviews, presentations, webinars, and more


All in all, the worst B2B social media strategy is one that doesn’t exist. If your B2B company doesn’t leverage social media or make any effort in building brand awareness, educating, or building trust with your audience, then you are behind the eight-ball! The good news is, it’s not hard to get started and there are many simple, but effective ways your B2B company can create a touchpoint for your prospects on social media channels like Facebook, Instagram, LinkedIn, Twitter, or more. Try our tips and you’re on your way!

If your business is looking for marketing support or any insights about how to grow your business, schedule a free strategy session with us! 

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.


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.

Today we’re going to talk about SEO or Search Engine Optimization. If you’re in marketing, I’m assuming you know what this is, and if you don’t, you might be hiding in the depths of Google Search’s second page.

Search Engine Optimization, or SEO, is the process of improving the quality and quantity of your website traffic. Better website traffic means more opportunities to convert prospects into clients. A lot of elements go into SEO, so it’s important to familiarize yourself with them all to gain a better understanding of the process.

To break it down, SEO is anything done to make your website more visible and easier to find on a search engine results page (SERP), such as Google and Bing.

Incorporating SEO in your strategy can help with your brand messaging, credibility, and website traffic. If you’re struggling to develop your strategy, Ajax Union can help! Learn more about our strategy workshop here.

So how do you get started?

Research Keywords

Keyword research is the process of researching search terms that people enter into search engines and including these terms strategically into your content. This means when someone searches for a specific keyword, your site will appear higher in rankings.

Performing keyword research provides you with valuable insight into what your target audience is searching for. When you know what people are searching for, you can focus your content around those specific topics.

Make Relevant Content
As stated above, once you know what your target audience is searching for, you will then be able to create relevant content on those topics. Your target audience is searching for something that they are interested in.

Optimize the Building Blocks of Your Site
Make sure the structure of your website and URLs are simple and keyword-ridden, and that the site itself loads quickly. Metadata like page tags, header tags, image texts, and blog structure all determine your site’s SEO level.

Make Sure Your Site is Mobile-Friendly
It’s important to make sure all of your users have a positive experience when visiting your site. Today, the majority of internet browsing is done on a mobile device so making sure your site is mobile-friendly is crucial. Failing to have your site meet these standards will negatively impact your overall search engine rankings.

Post Content Regularly
Want to drive more traffic to your site? Give people searching online more reasons to visit! The more quality content your site creates, the more likely it is that your lead will go fishing for a good site match online and find you.

If you want to be visible online, you need to put your efforts into SEO. When embarking on your SEO journey, make sure you have your overall business goals laid out and use SEO to help you accomplish them. SEO is so much more than metrics, it can be the cherry on top to helping you see real success within your business.

Need help with your SEO strategy?
Learn how Ajax Union can help you craft an SEO strategy that generates leads and referrals for your business using marketing funnels, click here.

Don’t hesitate to get in touch with us. We would love to discuss your marketing needs. Contact us today!