Editor's Picks for B2B Marketer Magazine

  • How B2B Customers Like to Get Their Information

    B2B Marketer   March 3, 2021  

    A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.

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  • Marketers Fuel the Inside Track for Outbound Calls

    B2B Marketer   February 17, 2021  

    Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.

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  • Embracing the New Reality by Focusing on the Familiar

    B2B Marketer   January 20, 2021  

    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.

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  • Can a Pivot to Digital Bring Sales and Marketing into Better Alignment?

    B2B Marketer   January 6, 2021  

    B2B marketers have made little progress in tackling some chronic problems (read: sales-and-marketing alignment) and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?

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  • Despite Cutbacks, CMOs Remain More Optimistic than CEOs

    B2B Marketer   December 16, 2020  

    B2B CMOs are much more hopeful about the post-COVID economy than their CEOs, says a recent survey. Cockeyed optimism? More like a sense that the pandemic presents marketers with an opportunity to demonstrate their value to the C-suite and drive better business results.

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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 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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  • 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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  • 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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  • 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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  • Buyer Committees Hold the Key to ABM Success

    B2B Marketer   February 5, 2020  

    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.

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  • B2B Brands Jumping into the Stream

    B2B Marketer   January 22, 2020  

    Netflix, Hulu, Amazon Prime, HBO, and Showtime provide valuable lessons for B2B marketers eager to ramp up their investments in streaming media.

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  • How TCMA Balances Automation with a Personal Touch

    B2B Marketer   December 18, 2019  

    Considered the ‘third stage’ in sales and marketing transformation, through-channel marketing automation (TCMA) plays into the growing reliance on partner relationships throughout the B2B sector.

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