B2B

Regardless of where B2B brands are on the social media spectrum, generating solid returns from LinkedIn requires careful planning, insight, and continued stick-to-itiveness.

Since coming aboard in 2018, UPS CMO Kevin Warren has been methodically rebuilding UPS’ marketing organization around what he calls “the new digital imperative.” Toppling traditional marketing tools is just one aspect of a multifaceted plan.

In a post-COVID world, digital interactions with customers and prospects will rise dramatically, and e-commerce transactions for expensive B2B purchases — long the domain of in-person sales — will become much more common.

The ongoing and dramatic changes in the workplace offer B2B marketers new opportunities to jump-start their digital communications, both internally and externally.

With most every brand having to recalibrate its digital capabilities, CMOs have a new opportunity to help shape their company’s future — and increase the overall value of marketing.

The implosion of live B2B events and the accelerating shift to a virtual model will require marketers to be both fast and nimble when crafting their online conferences.

B2B marketers continue to struggle with making the most of their growing marketing technology stack. A major part of the problem: Too many companies rely on individual technology purchases rather than foster an integrated approach.

Valerie Beaulieu, U.S. CMO at Microsoft, brings a highly balanced approach to B2B marketing to tackle the most pressing issues facing marketers.

With most every business reassessing overall spending due to the coronavirus outbreak, it’s an opportune time for B2B companies to reassess their email marketing strategy and ensure that the audiences receiving their emails are getting immediate value.

Being simpatico with vendors themselves — and not being in thrall to social media messaging or online reviews — can be highly influential in the B2B purchasing process.

With insightful customer data that can be shared with sales, B2B marketers can start to fracture the walls separating their sales and marketing organizations, enabling them finally to pursue revenue growth based on a collaborative, customer-first approach.

Companies that let marketers steer the sales-enablement process exceed their revenue goals much more so than brands that put sales reps in charge, says a new report. And the C-suite is taking note.

The onus is on marketers to spot regional or cultural trends that may impact their business category and/or products and services — even if the company lacks a significant global presence.

To bolster their marketing strategy to purchasing committees, B2B brands must supply a constant stream of information and continually track who’s in (and who’s not) when it comes to closing a deal.

Netflix, Hulu, Amazon Prime, HBO, and Showtime provide valuable lessons for B2B marketers eager to ramp up their investments in streaming media.

Part of the problem? B2B brands are looking for a quick fix. But companies need up to a year to properly build a content marketing audience.

The new year is fast approaching, but 2019 isn’t over just yet. In this presentation, we’ll cover some of the ways business marketers can make the most of the remaining days this year, positioning themselves to reach new levels of success in the new year.

Considered the ‘third stage’ in sales and marketing transformation, through-channel marketing automation (TCMA) plays into the growing reliance on partner relationships throughout the B2B sector.

B2B marketers are having an increasingly tough time leveraging the streams of data they collect. One result: content marketing programs suffer from a lack of direction.

Fast-emerging technologies are turning B2B marketers into data scientists — and enabling them to be more creative than ever before. Job one: striking a balance between automation and the human touch.