Patricia Yeager

Patricia (Riedman) Yeager has more than 20 years of experience writing about business innovation, marketing, and advertising. Most recently, she was a contributing editor at Innovation Leader. Before that, she was a senior editor at Ad Age in Special Reports and a staff writer at Ad Age's Creativity.

Recent content by this author:

  • Eye Land in the Stream

    B2B Marketer   January 26, 2022  

    Over-the-top (OTT) media services, which entail streaming TV, are not exclusive to sexy consumer-facing brands. A growing menu of programming catering to the business crowd — and more and more decision-makers working from home due the pandemic — makes it increasingly harder for B2B marketers to ignore the opportunities presented by OTT.

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  • Marketers Are Tightening Their Belts

    B2B Marketer   September 22, 2021  

    B2B marketers were betting that the economic impact of the pandemic would be short-lived. It hasn't turned out that way, and now they're facing major budget cuts. With fewer dollars to demonstrate returns, marketers are turning to pure-play channels — encompassing paid, earned, and owned media — and moving more of their work in-house. Lead-gen programs are also taking precedence over branding efforts.

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  • Bridging the Gap Between Live and Virtual Events

    B2B Marketer   September 8, 2021  

    A recent survey shows that the right hand seldom knows what the left hand is doing when it comes to melding virtual and in-person B2B events.

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  • B2B Marketers Eager to Turn the Page on Content Marketing

    B2B Marketer   August 4, 2021  

    The pandemic has forced many B2B marketers to reevaluate their overall content marketing strategy, what with buyers’ needs changing at a rapid clip. Amid the last gasps of ‘spray and pray,’ B2B companies seem to be finally moving toward developing more personalized messaging that seeks to solve customers’ problems rather than just provide them with information.

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  • B2B Marketers Get Up Close and Personal (Possibly)

    B2B Marketer   July 7, 2021  

    Most B2B professionals taking part in a recent survey say that building a human connection with their buyers has become more important to closing sales since March 2020, when the pandemic hit. Nevertheless, many B2B marketers continue to struggle with cultivating a personalized approach to getting their message out.

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  • Building Lifetime Value Is a Long-Term Commitment

    B2B Marketer   May 26, 2021  

    At the height of the pandemic, B2B marketers placed a much bigger emphasis on supporting existing relationships and cultivating lifetime value. As things start to ease up and acquisition-level marketing commands more budget, it’s crucial that marketers not lose the momentum they built up over the past year with their long-term customers.

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