Business-to-Business (B2B)

Jamie Gier, CMO at DexCare, joins host Matthew Schwartz to discuss the latest trends in relationship marketing, which emphasizes customer retention, satisfaction, and lifetime customer value.

In a time when sustainability can feel like an empty buzzword, it’s important to highlight the real work brands are doing to make change in the space, regardless of industry. Climate change is top-of-mind for people, whether as consumers or producers; mitigating its negative consequences should therefore become an integral part of a company’s processes.

Saima Rashid, SVP marketing and revenue analytics at 6Sense, helps set up B2B marketers for success with five recommendations.

Partnership is an integral part of marketing successfully and resonating with consumers more authentically. Effectively partnering with organizations, celebrities, and/or creators is also a foundational way to create content that provides valuable experiences, information, and context. For instance, if someone’s favorite celebrity or creator, or a reputable organization, credibly touts a needed product (like a new toothpaste), the consumer will trust the brand more.

While the vast majority (nearly 90 percent) of B2B marketers are currently running lead nurture programs, per a recent study, such programs still leave a lot to be desired. Amid the growing power of purchasing committees and their unwillingness to engage with salespeople directly, the onus is on B2B marketers to segment their content to align with various stages of the sales funnel and make their communications with buyers much more personalized.

Throughout 2024 and into 2025, B2B social media ad spend is predicted to grow even while growth in other channels plateaus. As social media platforms become indispensable for reaching today's B2B buying committees, brands must adapt their strategies to stay ahead of the curve. Here, we’ll dive into some practical, proven strategies to level up your B2B marketing game with paid social media marketing.

By earning a “best event ever” reaction from the B2B marketer community — and a 100% “would recommend” rating — “Humans of B2B” firmly established ANA NYC as a go-to for B2B.

Stein IAS led the charge in promoting the value of B2B marketing through a comprehensive strategy, positioning itself as a key thought leader while driving significant business growth.

The 2024 ANA Masters of B2B Marketing Conference was a gathering for marketing professionals, offering deep dives into the current and future trends shaping the B2B marketing landscape. Held in Naples, Florida, this year's event brought together a stellar roster of industry leaders, providing attendees with valuable insights and practical strategies to enhance their marketing efforts. If you missed it or want to revisit the highlights, here’s a detailed recap.

Twogether leveraged “The Tech Marketing Podcast” to build strong relationships with key decision-makers in the B2B tech industry, significantly boosting engagement and revenue.

Stein IAS revolutionized B2B marketing with the creation of the first Global Most Valuable B2B Brands Index, providing compelling data to support increased brand investment.

Representatives from Deloitte, Stein IAS, and Brand Finance identify the most valuable B2B brands of 2024.

Realm B2B’s latest report is an in-depth look into how AI is reshaping the B2B marketing landscape, highlighting the transformative role AI is now having across various marketing functions.

Latinos represent ~50% of the total trade-related workforce and ~30% of all US contractors. In this session, speakers discussed how to tap into the immense potential of the Latino market in B2B sectors through a unique case study presented by Owens Corning and Black/Brown.

Representatives from Deloitte, Brand Finance, and Stein IAS took a deep dive into the findings from the second annual Global Most Valuable B2B Brands Index, providing valuable insights that will assist B2B marketers in asking the C-suite for more budget.

Digital transformation and our “up & down" economy have made B2B brand leadership even more complex. The heightened emphasis on customer experience, changing data needs and regulations, rapidly emerging technologies, and “back to business” performance demands have turned up the heat. A panel of experts talked about what’s hot and how B2B brand marketers can find ways to be cool under pressure.

At a February 2024 1-Day Conference, the ANA convened a panel of industry leaders and veterans from IBM, Lexmark, and Cantor Fitzgerald who shared recommendations with their fellow B2B marketers.

Marketing leaders from SAS, S&P Global, and LinkedIn came together to discuss key issues related to B2B marketing, including ways that marketers can affect change in their organization, how to determine the right brand-to-demand ratio, and the KPIs they favor most.

At a February 2024 1-Day Conference, the ANA convened a panel of industry veterans from U.S. Bank, Verizon, and 6sense to share recommendations with fellow B2B marketers.

At a February 2024 ANA 1-Day conference, LinkedIn shared three recommendations for organizations looking to excel in the B2B space.