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.
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As the marketing function grows more complex, the onus is on CMOs to be more selective about their marketing stack and focus more sharply on their customers.
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B2B companies increasingly are rethinking their customer advocacy programs to better engage ambassadors and fuel business growth.
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Sales reps increasingly have been using social media technology and principles to establish their personal brands and trustworthiness with leads, boosting conversions.
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Tailoring content specifically to the customer's buying journey continues to confound B2B marketers, but there is a proven way forward.
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Thirty-two percent of brands and agencies reported that they currently advertise on podcasts, and 36 percent will definitely advertise in the next six months, a survey by Westwood One found. Here are five tips for getting started with podcasting.
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The short supply of talent, coupled with a sizable marketing skills gap, has set the industry back. Here's how companies like Mastercard and GE are attacking the issue head on.
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While business-to-business customers place enormous value on supplier websites as a source for information throughout the buying journey, less than one-third of buyers think these websites are helpful. Here are five secrets to a killer B2B website.
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As platforms evolve and budgets are strained, marketers work to find the ROI in social media marketing.
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When it comes to generating leads, some business marketers dispute entirely the idea of best channel, suggesting that other elements are perhaps more effective.
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As customer experience becomes the key growth differentiator, companies struggle to match rising expectations.
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