Search returned: 142 document(s).

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  B2B Marketers Reevaluate How They Engage Their Audiences

  B2B   June 15, 2026  

  B2B buyers are reshaping how they evaluate vendors, with 94 percent now using generative artificial intelligence during purchasing. Marketers may need to rethink content, segmentation, and messaging to stay visible and relevant.

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  How Can B2B Marketers Develop a More Effective Data Strategy?

  B2B   May 18, 2026  

  The rise in search investments comes as B2B buyers increasingly discover and evaluate content without engaging sales reps until late in the process. In such an environment, data becomes mission critical to understanding how decisions are shaped and where marketers can help enhance the buyer journey.

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  B2B Marketers Face a Crossroads

  B2B   April 20, 2026  

  B2B marketers face a fundamental shift in their business practices as artificial intelligence, new media channels, and digital platforms reshape buying cycles, measurement, and content strategy — pushing marketing teams to prove their value and earn the confidence of upper management.

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  How Do Marketers Develop Human Oversight for AI Personalization?

  B2B   March 16, 2026  

  Since ChatGPT exploded in late 2022, marketers have heard their share of blue-sky predictions about how artificial intelligence is going to change the future of marketing and advertising. However, to boost personalization, brand managers need to deploy marketing strategies that are more down-to-earth.

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  Can B2B Marketers Finally Take the Lead?

  B2B   March 9, 2026  

  B2B marketers continue to fight the wrong battle. They're set up to respond during the validation phase but, by that point, the decision is nearly made. The real competition for eyeballs happens earlier, during the selection phase, when buyers independently rank vendors before starting any dialogue with sales.

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  Can Brands Make the Leap to Quantum Marketing?

  B2B   February 23, 2026  

  While quantum marketing has been circulating through marketing precincts for the last several years, CMOs and marketers are now starting to take meaningful steps to build the technological capabilities and internal skills needed to seize its potential, a study released by SAS last fall reveals, albeit incrementally.

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  What Are the Attributes of a Confident Marketer?

  B2B   January 21, 2026  

  A "confident marketer" doesn't refer to a personality trait, but rather someone who is "extremely" or "very confident" in their ability to measure marketing's impact on financial performance, according to a recent ANA report. But there is a significant gap, with just 39 percent of the marketers surveyed falling into the category.

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  As Machines Talk, Marketers Are Starting to Listen

  B2B   January 14, 2026  

  It's a window into the not-too-distant future of marketing. No dashboards. No manual switches, prompts, or interventions. Systems speak and act almost entirely on their own, thanks to machine-to-machine, which is poised to change how marketers strategize, plan, and measure their ad campaigns.

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  Bigger B2B Marketing Budgets for 2026 Raise Expectations

  B2B   December 29, 2025  

  In a year characterized by high tariffs and economic uncertainty, a boost in B2B marketing budgets for 2026 signals confidence in marketers' ability to spike the top and bottom lines, at least on paper. However, a closer look reveals a more complicated story.

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  How B2B Marketers Are Starting to Humanize Their Messaging

  B2B   December 10, 2025  

  As traditional B2B advertising channels continue to wane, savvy B2B marketers are turning to videos featuring influencers to drive engagement and build brand trust. Most B2B marketers (81 percent) have dedicated influencer-marketing budgets, says a new survey, while another 9 percent plan to follow suit this year.

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  Is 'Brand-to-Demand' Falling Out of Favor Already?

  B2B   November 26, 2025  

  B2B marketers consider brand advertising important, says a new study, but most of them are still in the preliminary stage of developing a branding strategy. The gap between rhetoric and reality carries major risk as an increasing number of younger buyers attuned to branding enter the market and demand more original content.

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  Do Marketers Trust the (Data) Process?

  B2B   November 12, 2025  

  Marketers who trust their data are three times more likely to report revenue growth, according to a new report from Anteriad. The report, based on a survey of 450 B2B marketing leaders, found that 39 percent of marketers use intent data, while marketers reporting strong revenue growth are 62 percent more likely to use it.

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  Can AI Level the Playing Field for SMBs?

  B2B   October 24, 2025  

  Most SMBs say artificial intelligence (AI) is making them more competitive against bigger companies and saving them both time and money in operating costs. At the same time, a fair share of SMBs remain on a significant learning curve when it comes to how to leverage AI to find new audiences and generate more revenue.

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  Are B2B Marketers Ignoring Hidden Buyers?

  B2B   October 10, 2025  

  A new report says that marketers place too much focus on the direct users of a product and fail to reach out to C-level executives, as well as influencers, working throughout the company — so-called hidden buyers. Reaching such buyers effectively means B2B marketers will have to reconfigure their thought-leadership programming.

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  SMBs Ratchet Up Their Social Media Presence

  B2B   October 1, 2025  

  Social media continues to be a critical marketing channel for SMBs, yet many companies struggle with creating enough content to feed the maw and measure ROI effectively. To close the gap, SMBs are increasingly deploying artificial intelligence (AI), which can spur content creation and personalize messaging, new surveys reveal.

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  Are B2B Marketers Relatable? Their Future May Depend on It

  B2B   September 24, 2025  

  A new study released by several major marketing organizations upends the conventional wisdom that B2B purchasing decisions are driven by rational factors, such as product features and price points. The study underscores the growing need for B2B brands to practice a more human-centric, network-driven approach to marketing.

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  Can Adopting a Cinematic Style Save B2B Marketers from Themselves?

  B2B   September 17, 2025  

  Ricky Abbott, president of global B2B marketing agency Transmission, thinks the status quo is untenable for B2B advertising and says marketers needs to embrace more of an entertainment model to serve both existing and emerging customers.

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  B2B Events Have Bounced Back Nicely. Now They Face New Challenges

  B2B   August 20, 2025  

  B2B events are on the upswing this year, according to a recent survey. However, while B2B marketers recognize the necessity of events in an increasingly fragmented media environment, they can't rest on their laurels and need to produce events that cater to attendees' rapidly changing expectations.

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  B2B Advertising Doesn't Have to Be Boring

  B2B   August 6, 2025  

  What's up with B2B branding? More than one-third (34 percent) of B2B marketers say they face greater pressure to prove ROI in the coming year, yet just 14 percent predict they'll put more focus on brand building in the next year, a new survey reveals. This resistance to branded advertising is turning into a major risk.

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  Being Successful at Personalization Hinges on Following Through

  B2B   July 9, 2025  

  Most B2B marketers are using personalization in their sales and marketing activities and customer engagement, according to a recent study. But a siloed approach means buyers experience less customization, not more, as they wend their way through the sales funnel.

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