Editor's Picks for B2B Marketer Magazine
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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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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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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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Connecting the Digital Dots with First-Party Data
B2B Marketer August 10, 2022Customer data platforms (CDPs) are fast becoming an effective tool for B2B companies to locate, engage, and retain new customers. But adoption rates remain low, and fully leveraging CDPs remains hampered by the inability among B2B marketers to break down their company's business silos and connect the digital dots.
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B2B Companies Are Having a Tough Time Quitting Cookies
B2B Marketer July 27, 2022Marketers have had years to prepare for the demise of third-party cookies, coming in 2023. But B2B brands continue to lag in their efforts to adapt, with just 21 percent planning to build out their first-party data strategies this year. As cookies fade, marketers need to recalibrate their technology stack and develop a process for sharing data across multiple departments.
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The Metaverse Is No Game for B2B Marketers
B2B Marketer July 20, 2022Most B2B brands are taking a wait-and-see approach toward the metaverse, as they first get a firmer hold on other, less complicated digital channels. At the same time, B2B marketers must weigh this caution against the fact that younger people now transitioning into decision-making roles have been conditioned to a digital-first world in which virtual- and augmented-reality experiences are a natural part of their day.
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The Art of the Zoom
B2B Marketer June 8, 2022While in-person sales meetings slowly come back and offices start to reopen, digital communications — including video calls — remain the go-to strategy for brands that want to strengthen existing relationships and build new ones.
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How to Start an ABM Program That Works
B2B Marketer April 6, 2022A rising number of B2B marketers are starting to adopt account-based marketing (ABM) strategies. But developing ABM programs can't be done quickly, and it requires a concerted effort to align sales and marketing departments.
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Waiting for B2B Alignment
B2B Marketer March 9, 2022Sales and marketing alignment remains one of the toughest challenges among many B2B companies. However, while they may have different views of what defines success, sales and marketing executives are acting much more in tandem when it comes to serving their customers, says a new study. Buyers are also playing a key role in pushing marketers to integrate with their sales counterparts.
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New Recipe for the B2B Marketing Table?
B2B Marketer February 23, 2022A recent study reveals that priorities among B2B buyers have shifted dramatically amid the pandemic. No longer satisfied with companies that simply save them time or boost their productivity, decision-makers are now looking for companies that can help them stay on top of the marketplace and deliver their products and services quickly.
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Many B2B Brands See Themselves As Ethical — Do Their Customers?
B2B Marketer February 9, 2022B2B marketers see themselves as more ethical and honest than average, according to a recent Forrester survey. However, separate studies show that people have a different take, causing a trust gap within vertical sectors. To start to close the gap, B2B organizations need to conduct a comprehensive assessment of their brand and figure out where the weak spots lie.
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Setting a New Stage for B2B Buyers
B2B Marketer January 12, 2022Improving the customer experience (CX) is a major priority for B2B marketers, according to a recent Forrester study, as companies look for new and creative ways to deliver their content across the purchasing landscape. Having comprehensive measurement programs may be half the battle.
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A New Year Brings in Sharper Collaboration for B2B Players
B2B Marketer December 15, 2021B2B brands continue to struggle getting the most out of their marketing technology stack. The problem ranges from a lack of training among sales and marketing teams to the integration of all of their disparate software programs. But that's starting to change, as companies put more strategies in place based on collaboration.
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Digital B2B Content Needs an Overhaul
B2B Marketer December 1, 2021Bombarded by marketing content for nearly the past two years, B2B buyers are feeling burned out and are dramatically reducing their content intake. But that doesn’t mean brand managers can let up when it comes to developing their messaging efforts. To the contrary, CMOs and marketers have to stir their creative juices to develop the kinds of campaigns that have a touch of fun and, perhaps more important, treat their customers like humans.
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Email Marketing Is Changing
B2B Marketer November 10, 2021Marketplace and industry factors are forcing marketers to adopt new metrics for measuring email engagement, and they’re taking a close look at the value (and content) they’re providing to customers and prospects while they’re at it.
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