Kelly Braun was born to write. An award-winning writer with more than 20 years of experience, Kelly understands how to communicate effectively with a broad range of audiences. Responsible for crafting blogs, white papers, and website content, Kelly also enjoys participating in marketing strategy and campaign development. When she’s not engulfed in research or writing at Marketing Essentials, you’ll find Kelly reading, working out, or enjoying the company of her young daughters.
2025 has thrown us some curveballs. With a fluid tariff situation, shifting trade policies, and supply chain hiccups, B2B buyers are understandably more cautious with their wallets. The economic landscape feels like it's changing by the week.
Businesses across the globe are witnessing something unprecedented with their websites: search impressions are climbing higher than ever, but their click-through rates are declining. The widespread phenomenon is what digital marketers and SEOs have dubbed “the great decoupling.”
Initially published in 2023 and updated in 2025.
There are numerous ways to reach your ideal customer through digital marketing campaigns, virtual and in-person events, video, streaming services and much more. But before you go galloping out into the world shouting about your offering, you must first figure out how to reach and connect with your target audience in a way that’s personal, relevant, unique and relatable.
Editor’s Note: Updated in 2025. Originally posted in 2018.
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