B2B Marketer

 

Through best practices, case studies, interviews, and expert advice, B2B Marketer provides the strategic and tactical edge marketers need to attract, nurture, and convert today's always-on buyers.

  • Facing a Sea of Unknowns, Marketers Brace for 2021

    B2B Marketer   December 2, 2020  

    As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 — and most likely beyond — to steel them for the future.

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  • Some B2B Brands Are Going All-in On Digital Advertising

    B2B Marketer   November 25, 2020  

    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.

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  • A Big Help to Small Business

    B2B Marketer   November 4, 2020  

    Across the country, small- and medium-sized businesses (SMBs) are suffering from closures, restrictions, and changes brought about by the novel coronavirus, and many are scrambling to do what they can to stay in business. To help, a number of B2B brands, including Deluxe, Vistaprint, American Express, and The UPS Store, are developing tools, grants, and resources for SMBs.

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  • A Refreshed Interest in Design

    B2B Marketer   October 21, 2020  

    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.

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  • A Crisis Draws B2B Marketers Closer to Their Customers

    B2B Marketer   October 7, 2020  

    While the impact from the crisis has varied, most B2B sectors are scrambling for effective ways to boost their marketing efforts to retain customers and find new ones.

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  • Navigating B2B Buyer Sentiment During a Time of Uncertainty

    B2B Marketer   September 23, 2020  

    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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  • Now Is the Time for B2B Content

    B2B Marketer   September 9, 2020  

    Brands have a growing opportunity to capitalize on the interest in B2B-related content and deliver value to audiences tasked with meeting business objectives in an uncertain environment.

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  • LinkedIn Digs Deeper for Marketers

    B2B Marketer   August 26, 2020  

    Regardless of where B2B brands are on the social media spectrum, generating solid returns from LinkedIn requires careful planning, insight, and continued stick-to-itiveness.

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  • UPS Bakes Digital Transformation Into the Brand

    B2B Marketer   August 12, 2020  

    Since coming aboard in 2018, UPS CMO Kevin Warren has been methodically rebuilding UPS’ marketing organization around what he calls “the new digital imperative.” Toppling traditional marketing tools is just one aspect of a multifaceted plan.

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  • The Pandemic Is Redefining the Customer Experience

    B2B Marketer   July 29, 2020  

    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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  • Preparing for the Next Normal

    B2B Marketer   July 15, 2020  

    The ongoing and dramatic changes in the workplace offer B2B marketers new opportunities to jump-start their digital communications, both internally and externally.

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  • No More Digital Dilly-Dallying

    B2B Marketer   June 24, 2020  

    With most every brand having to recalibrate its digital capabilities, CMOs have a new opportunity to help shape their company’s future — and increase the overall value of marketing.

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  • The Trade Show Must Go On

    B2B Marketer   June 17, 2020  

    The implosion of live B2B events and the accelerating shift to a virtual model will require marketers to be both fast and nimble when crafting their online conferences.

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  • Why Martech Investments Fall Short

    B2B Marketer   May 27, 2020  

    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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  • A Delicate Balance

    B2B Marketer   May 13, 2020  

    Valerie Beaulieu, U.S. CMO at Microsoft, brings a highly balanced approach to B2B marketing to tackle the most pressing issues facing marketers.

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  • Keeping Email Campaigns Healthy During the Coronavirus

    B2B Marketer   April 29, 2020  

    With most every business reassessing overall spending due to the coronavirus outbreak, it’s an opportune time for B2B companies to reassess their email marketing strategy and ensure that the audiences receiving their emails are getting immediate value.

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  • Nurturing Relationships, Wielding Influence

    B2B Marketer   April 15, 2020  

    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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  • Singing From the Same Sheet of Data

    B2B Marketer   March 25, 2020  

    With insightful customer data that can be shared with sales, B2B marketers can start to fracture the walls separating their sales and marketing organizations, enabling them finally to pursue revenue growth based on a collaborative, customer-first approach.

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  • Taking the Lead on Sales Enablement Is Driving Growth

    B2B Marketer   March 4, 2020  

    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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  • Brand Managers Face a World of Problems

    B2B Marketer   February 19, 2020  

    The onus is on marketers to spot regional or cultural trends that may impact their business category and/or products and services — even if the company lacks a significant global presence.

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