Christopher Hosford

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.

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.

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.

Research conducted by the ANA Educational Foundation found that outstanding entry-level professionals simply don’t find the idea of marketing very sexy. It’s a challenge of growing importance at nonprofit organizations.

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.

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.

Compared to other generations, gen Xers are a little more cynical, a little more realistic, and a little more loyal. Brands need to craft their messages accordingly.

For B2B marketers to optimize voice technology they need to use natural, everyday language — and work closely with sales to deploy the right words and/or terms.

A close working relationship between communications and marketing teams is essential to brand success, both internally and externally.

For a growing number of B2B marketers, developing online video programming puts a human face on what might otherwise be fairly mundane content.

As marketers look to increase revenue from exhibiting at trade shows and conferences, the chief strategy for many B2B companies is to create their own events, and offer experiences for customers and prospects that go well beyond the proverbial events booth.