Future of B2B

A deep dive into 11 international markets and 2,261 B2B buyers, offering a view into the world of B2B commerce and buying behavior, to help businesses win online.

In this session, KPMG discussed how its ABM program evolved to better align with and support the business to create and capture value.

KPMG discussed how its ABM program evolved to better align with and support the business to create and capture value.

To kick off the New Year, Winterberry Group Senior Managing Partner Bruce Biegel examined the major forces shaping our industry today, reflected on a turbulent 2022, and forecasted what’s to come in 2023 and beyond.

Jim Habig, VP of marketing at LinkedIn Marketing Solutions, discusses the “sandboxing” concept — a strategy wherein brands rely more heavily on their communities to generate content and propel marketing efforts — and how it can create a powerful two-way relationship that delivers positive business results.

A new year brings new opportunities, new fears, and new hope. Lou Cohen shared some of his own predictions about what’s to come, his views on concerns throughout the industry, and resolutions we can take with us to ensure a successful 2023.

Account-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.

A recent survey conducted by Ascend2 found that data and investing in technology are major focuses to help B2B marketers navigate an uncertain economy. The study found that 78 percent of large B2B marketing organizations experienced a growth of 10 percent or more in 2022 through a heavier reliance on digital channels and renewed spending from clients ready to move past the pandemic.

This session explores how, in a world awash with brands seeking to push their data and digital credentials, ZS developed a powerful creative approach by using AI to achieve brand distinction above and beyond category convention.

Sherwin-Williams described three experiential activations designed to convince architects that the brand knew how to meet their exacting demands for the paints they choose for their designs.

Most 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.

With the desire to position event planners — who struggled mightily during the early phases of the pandemic — as the heroes of its industry, Hilton launched its first-ever B2B campaign, an omnichannel effort that celebrated a return to travel and the individuals who made it happen.

To show potential customers that its wealth management platform was equipped to solve their most pressing needs for years to come, Broadridge created an interactive web experience that catered to several different customer profiles and the issues most pressing to each of them.

With the goal of raising awareness of itself as the enterprise brand for Trane and Thermo King, Trane Technologies developed a new brand purpose and produced a campaign to share it that was centered around engaging video creative, which was served to key audiences via a number of different channels.

Trelleborg Marine & Infrastructure, a global leader in polymer solutions, used an interactive 3D animation and a data-rich email and LinkedIn campaign to achieve impressive results in telling prospects about its new DynaMoor product.

Using market research to better understand its various customer segments, Lenovo designed a multi-pronged campaign that combined account-based marketing principles with demand generation techniques to engage its customers and prospects more deeply and generate a wealth of new business opportunities.

Account-based marketing — carefully planned, targeted messages and content focused on key accounts — is increasingly where B2B marketers are investing their energy and budgets.

In this video, Matthew Powell from B2B International discussed results of a survey on the B2B customer experience (CX) and offered six new ingredients for how brands can deliver the ultimate B2B CX.

Bloomberg Media and its agency partner Doner outlined the team’s approach to a new, never-before-attempted brand campaign which used rich data insights to inform messaging that aimed to create deeper emotional connections with readers, old and new, by putting their interests and desires at the center of the communications.

Marketing Futures conducted a primary research study that explored how marketers plan to leverage emerging trends and innovative marketing tactics in 2022 and beyond. Analysis of this study’s data revealed two very different groups of marketers heading in divergent directions: the “laggards” and “hypergrowth” marketers.