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.
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Are B2B Brands Out of Touch with Younger Buyers?
B2B Marketer May 24, 2023Compared to older buyers (read: baby boomers and gen Xers), gen Zers rely less on vendors and more on independent sources of information. To get in front of buyers doing their own research, B2B marketers need to devote more resources toward improving how their company shows up in search and amplifying positive mentions and ratings in analysts' reports.
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How to View B2B Customers Through a More Nuanced Lens
B2B Marketer May 10, 2023Peter Fader, a marketing professor at the Wharton School at the University of Pennsylvania, says B2B companies tend to lump too many customers and prospects together and fail to see those buyers who are the most serious about establishing long-term relationships. Changing the equation requires marketers to get a better read on the definition of customer lifetime value.
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B2B Marketers Face Increasing Pressure to Prove Their Worth
B2B Marketer April 26, 2023A recent study coproduced by Chief Marketer and One Trust presents a bit of dichotomy for B2B firms: Although marketers are being tasked with taming their budgets, nearly 80 percent of the study's respondents said their budgets were either increasing or staying the same this year.
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A Hybrid Approach to B2B Media Spending
B2B Marketer April 5, 2023Bruce Biegel, senior managing partner at Winterberry Group, says B2B marketers still lag behind their B2C counterparts when it comes to digital marketing spending. That's starting to change, albeit gradually.
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B2B Companies Should Listen to How They Sound
B2B Marketer March 22, 2023Voice assistants present B2B companies with an opportunity to bolster their marketing efforts, spread their creative wings, and develop new revenue streams. But in their pursuit of getting their message out via chatbots, marketers must be careful that they develop a consistent tone and can distinguish their brand from the competition.
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Rethinking Thought Leadership
B2B Marketer March 8, 2023B2B marketers tend to focus on the quantity of their thought leadership content, rather than the quality, which discourages potential buyers. Hiring journalists, videographers, and other talent versed in storytelling can help turn the tide.
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B2B Buyers' Appetite for Webinars Is Growing
B2B Marketer February 22, 2023Amid the pandemic and people working from home more frequently, demand for webinars and virtual events has surged in the past few years throughout the B2B sector, per a new study. But potential buyers don't sign up for webinars and/or online conferences to hear a sales pitch, so it's crucial that marketers develop valuable, thought-based content to include in their programming lest they alienate their customers and prospects.
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Improving Relations with Local Partners
B2B Marketer February 15, 2023The pandemic has altered the map when it comes to where people spend their money, with more and more dollars flowing locally. Brands can easily tailor a national message to local markets, of course, thanks to geotargeting and other online tools. But a new study shows that national brands tend to underinvest when it comes to guiding local partners about how to improve their online marketing strategies.
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For B2B Ad Creative, Playing It Safe Is Getting Awfully Risky
B2B Marketer February 8, 2023Saul Colt, founder and CEO of the Idea Integration Co., watched as B2B clients put their ad campaigns on hold during the pandemic. Only half of his business came back in 2021, so Colt decided to shake things up in 2022 and took a big financial risk, hiring 17 cartoonists and comic writers formerly of "MAD Magazine" and "The Simpsons" to beef up the agency's creative muscle and widen the field of prospects to pitch.
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Marketers Need Better Vision Amid Foggy Economy
B2B Marketer January 11, 2023Facing an ailing economy, marketers' major priority this year must be creating a "customer health" score, according to a recent Forrester report. But as some companies look to bolster relations with existing customers, others are continuing to pursue net-new leads. Will it backfire?
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Account-Based Marketing Is On the Rise
B2B Marketer December 28, 2022Account-based marketing (ABM) is no longer the domain of giant tech companies with the resources to deploy bespoke programs targeting accounts that are likely to have the most profitable impact in the long run. According to a recent survey, most B2B organizations that have not yet adopted an ABM strategy plan to do so within the next 12 months.
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Changes to California's Privacy Law Will Affect B2B Brands
B2B Marketer December 14, 2022Exemptions in the California Consumer Privacy Act (CCPA) related to B2B marketing expire in January 2023. Despite having more than two years to ready themselves, many companies are ill-prepared for the change.
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Marketers Must Be More Agile
B2B Marketer November 23, 2022Long-term planning may be turning into a bit of an oxymoron due to the furious pace of change among B2B customers and prospects. However, marketers still need vision when it comes to preparing for the future, as the B2B terrain is shaping up to look radically different just a few years from now, a recent study reveals.
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How Akamai Answered the 'Why' Regarding Its Brand Purpose
B2B Marketer November 9, 2022Soon after Kim Salem-Jackson was promoted to EVP and CMO at Akamai in 2021, she realized the company was missing its "why," or how to articulate its brand purpose. After getting buy-in from the CEO, she proceeded to build a coalition across the company to answer the question and integrate the brand purpose throughout the organization.
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The B2B Buying Cycle Starts to Shift Gears
B2B Marketer October 26, 2022The B2B purchasing cycle grew in the last two and half years, a new study reveals. To keep pace, marketers need to ramp up their efforts to collaborate with customers and prospects on business and research projects and help ease their pain.
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B2B SMBs Can Excel in Content Marketing
B2B Marketer October 12, 2022Content marketing has become de rigueur among SMB companies, but the outcomes leave a lot to be desired. Instead of taking a scattershot approach to generating original content, SMBs need to pick just one content initiative that's valuable enough to cut through the proverbial clutter.
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Back to the Future for B2B Marketers?
B2B Marketer October 5, 2022The pandemic seems to have altered the script when it comes to the most effective ways to reach business decision-makers, as B2B brands embrace a hybrid marketing strategy combining analog and digital messaging.
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B2B Marketers Look to Unlock Gated Content
B2B Marketer September 23, 2022While some B2B firms continue to put their content behind a firewall because that's how they like generating leads, a rising number of companies think that providing free content is a better way of courting prospects and turning them into customers.
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Marketers Navigate Uncertain Economic Terrain
B2B Marketer September 14, 2022B2B marketers continue to monitor what remains an unpredictable economic environment, as the possibility of a recession looms.
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Rise in Marketing Budgets Tempered by Economic Headwinds
B2B Marketer August 24, 2022Marketing budgets increased nicely in 2022, growing to nearly 10 percent of total company revenue, according to Gartner. But the upswing is muted by a downward economy. In an interview with B2B Marketer, Ewan McIntyre, chief of research and VP analyst at Gartner, said marketers are already feeling the negative impact of severe inflation and must continue finding cost efficiencies and moving toward a digital-first strategy.
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