Christopher Hosford is editor at large for Ad Age and Target Marketing, covering all aspects of sales, marketing, and marketing technology. Hosford is former Editor-in-Chief at Nielsen’s award-winning Sales & Marketing Management magazine and senior editor at Crain Communications.
With digital engagement accelerating, B2B marketers are starting to soup-up the look of their websites and other assets. However, many companies have a hard time connecting improved design with the top and bottom lines.
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Despite the pandemic, the appetite among B2B buyers remains relatively strong. But marketers need to take this time to find more purposeful ways of serving their customers and prospects.
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With more for-profits involved in societal causes, nonprofits must re-establish trust to advance their missions.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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