B2B Marketer

B2B marketers are having an increasingly tough time leveraging the streams of data they collect. One result: content marketing programs suffer from a lack of direction.

Fast-emerging technologies are turning B2B marketers into data scientists — and enabling them to be more creative than ever before. Job one: striking a balance between automation and the human touch.

With new research showing that B2B businesses that invest in long-term marketing strategies like branding significantly outperform their competitors, it is time for business marketers to take a cue from their B2C counterparts and take brand building seriously.

B2B brands adopt more and more characteristics of consumer marketing, while B2C companies steal a page or two from the business marketing playbook.

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.

From AI-powered live chat functions to a wealth of possibilities in relationship email marketing, marketing automation is poised to greatly improve the B2B customer experience while making life easier for B2B marketing and sales teams.

B2B marketers are starting to appreciate the value of creating customer experiences so their constituents feel obligated to advocate and share those experiences with others.

A close working relationship between communications and marketing teams is essential to brand success, both internally and externally.

With its ease of targeting, high level of member engagement, and extensive database, LinkedIn continuously boosts its appeal among business marketers.

With the potential to improve transparency, reduce fraud, improve customer experiences, and more, blockchain appears poised to revolutionize business marketing. Though it is still relatively unknown among consumers, business marketers would be remiss to ignore this rapidly growing technology.

Conversation focusing on ROI and marketing attribution helps C-suite executives better understand marketers’ overall value.

For a growing number of B2B marketers, developing online video programming puts a human face on what might otherwise be fairly mundane content.

Strategically placed content is the most effective way to cater to specific individuals and facilitate the buyer journey.

Earlier this year, the business marketing world descended on Chicago for the annual ANA Masters of B2B Marketing Conference. Expert business marketers from across the industry were on hand to share their insights on driving tangible business growth. Six of those insights are covered in this presentation.

With 60 percent of businesses already employing a dedicated sales enablement person, B2B brands are behind the curve if they don’t have someone thinking about enablement every day. Ensure you don’t fall further behind by using these tips to launch your own sales enablement program.

Enabling technology is crucial, of course, but operational changes lie at the heart of deploying effective account-based marketing programs. Job one: sales and marketing alignment.

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.

With just 52 percent of B2B marketers using data for decision making, it’s clear the wealth of data available is not being used to its full potential. Change that at your brand by following this guide for making better use of the numbers.

B2B marketers have relied far too long on whim to fuel their content marketing efforts. They need to shift their mindset and produce content that specifically caters to customers and better aligns with the overall business objectives.

For Victoria Keese Morrissey, Caterpillar’s Global Marketing and Brand Director, cultivating relationships is crucial for the nearly 100-year-old company to excel in the 21st century.