Editor's Picks for ANA Magazine's B2B Department
-
How to Start an ABM Program That Works
B2B April 6, 2022A rising number of B2B marketers are starting to adopt account-based marketing (ABM) strategies. But developing ABM programs can't be done quickly, and it requires a concerted effort to align sales and marketing departments.
view -
Waiting for B2B Alignment
B2B March 9, 2022Sales and marketing alignment remains one of the toughest challenges among many B2B companies. However, while they may have different views of what defines success, sales and marketing executives are acting much more in tandem when it comes to serving their customers, says a new study. Buyers are also playing a key role in pushing marketers to integrate with their sales counterparts.
view -
New Recipe for the B2B Marketing Table?
B2B February 23, 2022A recent study reveals that priorities among B2B buyers have shifted dramatically amid the pandemic. No longer satisfied with companies that simply save them time or boost their productivity, decision-makers are now looking for companies that can help them stay on top of the marketplace and deliver their products and services quickly.
view -
Many B2B Brands See Themselves As Ethical — Do Their Customers?
B2B February 9, 2022B2B marketers see themselves as more ethical and honest than average, according to a recent Forrester survey. However, separate studies show that people have a different take, causing a trust gap within vertical sectors. To start to close the gap, B2B organizations need to conduct a comprehensive assessment of their brand and figure out where the weak spots lie.
view -
Setting a New Stage for B2B Buyers
B2B January 12, 2022Improving the customer experience (CX) is a major priority for B2B marketers, according to a recent Forrester study, as companies look for new and creative ways to deliver their content across the purchasing landscape. Having comprehensive measurement programs may be half the battle.
view -
A New Year Brings in Sharper Collaboration for B2B Players
B2B December 15, 2021B2B brands continue to struggle getting the most out of their marketing technology stack. The problem ranges from a lack of training among sales and marketing teams to the integration of all of their disparate software programs. But that's starting to change, as companies put more strategies in place based on collaboration.
view -
Digital B2B Content Needs an Overhaul
B2B December 1, 2021Bombarded by marketing content for nearly the past two years, B2B buyers are feeling burned out and are dramatically reducing their content intake. But that doesn’t mean brand managers can let up when it comes to developing their messaging efforts. To the contrary, CMOs and marketers have to stir their creative juices to develop the kinds of campaigns that have a touch of fun and, perhaps more important, treat their customers like humans.
view -
Email Marketing Is Changing
B2B November 10, 2021Marketplace and industry factors are forcing marketers to adopt new metrics for measuring email engagement, and they’re taking a close look at the value (and content) they’re providing to customers and prospects while they’re at it.
view -
Digital Display Advertising Is on the Upswing
B2B October 27, 2021While search still commands the biggest portion of the budgeting pie, display advertising is poised to pull even with search in 2022 and overtake it in 2023. As digital spending continues to shift, B2B companies are looking to optimize all their various online ad formats and drive better outcomes.
view -
Marketers Are Tightening Their Belts
B2B September 22, 2021B2B marketers were betting that the economic impact of the pandemic would be short-lived. It hasn't turned out that way, and now they're facing major budget cuts. With fewer dollars to demonstrate returns, marketers are turning to pure-play channels — encompassing paid, earned, and owned media — and moving more of their work in-house. Lead-gen programs are also taking precedence over branding efforts.
view -
Bridging the Gap Between Live and Virtual Events
B2B September 8, 2021A recent survey shows that the right hand seldom knows what the left hand is doing when it comes to melding virtual and in-person B2B events.
view -
Building Teams of Teams
B2B August 25, 2021Against the backdrop of seismic changes in customer behavior, B2B companies are taking major steps to optimize their marketing assets and cultivate more collaboration among disparate teams who share the same goals.
view -
B2B Marketers Eager to Turn the Page on Content Marketing
B2B August 4, 2021The pandemic has forced many B2B marketers to reevaluate their overall content marketing strategy, what with buyers’ needs changing at a rapid clip. Amid the last gasps of ‘spray and pray,’ B2B companies seem to be finally moving toward developing more personalized messaging that seeks to solve customers’ problems rather than just provide them with information.
view -
Scoring the Right Mix Between the Art and the Science
B2B July 21, 2021Amid a growing reliance on data, taking a gut check still holds a good deal of value for B2B marketers readying a new advertising or marketing campaign. It’s not a zero-sum game, of course. But as they get better at scrubbing their data and making sure it’s up to date, marketers will have an easier time striking an amicable balance between the data and human intuition.
view -
Cisco’s In-House Agency Complements Agency Partnerships
B2B June 23, 2021Patti Cocciolo, senior director of global brand marketing at Cisco, says starting the company’s in-house agency, The Hatch, took a “leap of faith.” But the move has proved beneficial for the tech giant’s marketing efforts. The in-house team brings an institutional knowledge of the company to the table while relations with outside agencies are a lot closer and more productive.
view -
Building Lifetime Value Is a Long-Term Commitment
B2B May 26, 2021At the height of the pandemic, B2B marketers placed a much bigger emphasis on supporting existing relationships and cultivating lifetime value. As things start to ease up and acquisition-level marketing commands more budget, it’s crucial that marketers not lose the momentum they built up over the past year with their long-term customers.
view -
How B2B Customers Like to Get Their Information
B2B March 3, 2021A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.
view -
Marketers Fuel the Inside Track for Outbound Calls
B2B February 17, 2021Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.
view -
Embracing the New Reality by Focusing on the Familiar
B2B January 20, 2021The pandemic has put pressure on B2B marketers to craft a better customer experience and build more multichannel programming. Experts suggest that the right place to start is with existing customers.
view -
Can a Pivot to Digital Bring Sales and Marketing into Better Alignment?
B2B January 6, 2021B2B marketers have made little progress in tackling some chronic problems (read: sales-and-marketing alignment) and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?
view