Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
-
You’re not sending too many emails. Stop overthinking and start hitting send.
-
Don’t sleep on glossaries. The undervalued SEO tactic.
✉️ You’re not sending too many emails.
Every B2B team has the same internal voice:
“If we email more, people will unsubscribe.”
But here’s the voice they’re not listening to:
“If we don’t email more, they’ll forget we exist.”
Broadcast email is still one of the highest-leverage, lowest-cost tools in your stack. Yet most teams treat it like it’s radioactive.
The truth? More frequency usually equals more engagement and brand awareness.
Still not convinced?
Go scroll through your personal email inbox. Look at how many emails you receive from B2C brands. A handful probably even email you every single day.
But have you unsubscribed from them yet? Nope.
B2B companies need to take a page out of their book.
Sending one email a month? Send four.
Sending four? Try twelve.
Scared? Start sending more and watch what happens.
We’ve seen it over and over:
More frequency = more engagement = more revenue.
Not always overnight—but almost always over time.
We can already hear your next objection: “We don’t have enough content to email that often!”
Sure you do. You’re just overthinking it.
You don’t need groundbreaking insights every time. You need consistent value.
If you’ve got something to say (or to sell), hit send.
It’s free.
It’s fast.
And it works.
So what are you waiting for?
Go write an email.
📰 In the news this week.
⛹️♀️ The marketing ecosystem around women’s sports.
🧅 You can hire The Onion to be your agency?
🤖 A rundown of social platforms’ AI tools for advertisers.
☠️ Cold email is dead (unless you do this) [Webinar].
🏎 Search is having a midlife crisis. And it’s glorious.
😴 Don’t sleep on glossaries.
Most B2B companies are too busy fighting over the same ultimate guides and trend reports to notice the most straightforward SEO win on the board:
Define your industry’s jargon.
Every industry has its alphabet soup of acronyms, frameworks, and buzzwords that make outsiders’ eyes glaze over. Most marketers see this as a barrier to overcome. Smart ones see it as cheap real estate.
The opportunity most B2B companies miss.
Stop fighting over crowded keywords while completely overlooking definition-based searches. These queries often have decent volume but surprisingly weak competition because the content is usually lackluster.
The math is simple: Lower competition + decent search volume + high commercial intent = opportunity.
But here’s where most companies screw it up: they write short, dry definitions. Bland, clinical, forgettable.
How to turn definitions into backlink magnets.
Start with the basics, then go deeper than anyone else.
Define the term, but don’t stop there. Explain why it matters, give real-world examples, connect it to other concepts, and show what it looks like in practice.
Link strategically.
Every glossary entry should connect to 2-3 other relevant terms or deeper content pieces. This creates the internal linking structure that search engines love. Once you’ve got 10+ definitions, roll them up into a glossary page.
Make it sound like you.
If your content reads like ChatGPT with a thesaurus, you’ve already lost. Speak like a human, with a personality, who knows what they’re talking about.
Why this works.
Glossary content ages well. A guide to “Instagram marketing trends 2025” becomes useless in six months.
A thorough explanation of an industry term? That’s evergreen.
It also attracts the right kind of backlinks. When someone writes about your industry, they need to define key terms. If you’ve got the best definition out there, you become their go-to source.
Plus, you’re not just competing for clicks; you’re building authority. Whenever someone lands on your definition and thinks, “Finally, someone who actually explains this clearly,” you establish credibility that carries over to your product or service.
😂 Marketing meme of the week.
How’d we do with this week’s newsletter?
A READER’S REVIEW
Enjoy this newsletter? Forward it to a friend to spread the love.
Want us to write about something specific? Submit a topic or idea.
