Christopher Hosford

The 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.

With lower-than-average CPMs, B2B companies are turning to digital advertising to combat the decline in their traditional marketing channels. This reallocation doesn’t equate dollar for dollar, but there has been enough of a budget shift to drive substantial growth via paid digital channels.

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.

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.

With more for-profits involved in societal causes, nonprofits must re-establish trust to advance their missions.

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.

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.