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.
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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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.
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