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  • Can B2B Marketers Keep Up with Buyers?

     B2B   March 20, 2024  

    A recent study shows that B2B buyers are two-thirds into the purchasing process before they reach out to sales reps, underscoring B2B marketers' need to feed prospects and buyers original content early in the sales funnel.

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  • What B2B Buyers Want in 2024

     B2B   January 26, 2024  

    Getting in front of increasingly discerning buyers will be a major priority among B2B marketers this year, according to a recent study. Their work is cut out for them, including helping B2B buyers understand product specifications/configurations when researching purchases and providing consistent product or service information.

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  • Quality Content Plants the Seeds of Trust

     B2B   January 12, 2024  

    Salesy, self-serving content is a major turn off for B2B technology buyers. To keep their interest, B2B marketers must develop thought leadership-based programming featuring up-to-date information that will help customers do their jobs better.

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  • 8 Strategies for Growth for Customer Acquisition

     Industry Insights   November 2, 2023  

    Acquiring a new customer can cost five to seven times more than retaining an old one. However, to get an established customer, you first need to acquire them.

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  • 7 Strategies to Reduce Customer Churn

     Industry Insights   October 26, 2023  

    Imagine your favorite coffee shop knowing exactly how you like your drink or an online store that suggests products based on your preferences – these personalized experiences are the result of strong customer retention efforts.

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  • Marketing to Marketers Can Be a Win-Win

    Industry Insights   October 5, 2023  

    Increasingly, client-side marketers are transitioning to similar roles within media, publishing, and tech firms. Such moves are reshaping relationships and providing challenges to navigating modern marketing. The targets for these marketers are often former peers, colleagues and even friends. It can reshape how we navigate modern marketing.

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  • How Maytag Leveraged Customer Stories

     B2 Awards   September 5, 2023  

    Maytag focused on targeting U.S. laundromat owners as well as commercial laundry distributors, investors and media, as they value high-quality equipment brands they can trust to stay up-and-running, without needing to constantly fix or maintain the machines.

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  • How This B2B Company Used Content to Deepen Connections

     B2 Awards   September 5, 2023  

    Red Wing Shoe Company’s campaign targeted U.S. and Canadian enterprise businesses with $10 million or more in revenue within the energy, manufacturing, construction, services, warehousing, and transportation industries.

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  • Audio Fuels the Funnel

     Partner Content   June 8, 2023  

    Since the earliest days of AM radio, marketers have leaned into radio's megaphone to build reach, but today's audio is capable of so much more. By combining AM/FM radio, podcasts, and streaming audio forms, marketers can build a full-funnel audio experience capable of guiding consumers along the entire path to purchase.

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  • Finding Your Way: Navigating the Complexities of the B2B Buyer Journey

     Event Recaps   June 6, 2023  

    Google shared some of its latest research concerning the complexity related to B2B consideration.

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  • Finding Your Way: Navigating the Complexities of the B2B Buyer Journey

     Conference Highlights   June 6, 2023  

    B2B marketers can better navigate the complexities of the buyer journey by leveraging tactics, technologies, and a customer-centric mindset.

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  • Finding Your Way: Navigating the Complexities of the B2B Buyer Journey

     Conference Session Videos   June 6, 2023  

    In this video, Google shared some of its latest research concerning the complexity related to B2B consideration.

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  • Tackling the Tension Between Brand vs. Performance to Optimize Full-Funnel Impact

     Conference Session Videos   June 6, 2023  

    As profitability becomes a main focus for brands and media budgets come under scrutiny, B2B marketers need to ensure balance between brand and acquisition efforts. In this video, learn how the upper funnel plays a critical role in a highly complex B2B decision journey, especially during turbulent times.

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  • Make Every Customer Interaction Count in the Digital Experience Funnel

     Event Recaps   February 6, 2023  

    SAP’s Zev Krauss and Nicole Bohorad shared how they analyze and assess SAP’s end-to-end consumer journeys to determine how to create seamless user experiences that optimize digital marketing efforts to better achieve business goals.

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  • Pitney Bowes Develops an Arsenal of Sales Tools

     B2 Awards   July 18, 2022  

    Pitney Bowes targeted carefully chosen verticals with an array of sales tools tailored to the needs of the different stages of the buyer journey.

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  • Maximize Your Content Results

     Event Recaps   April 27, 2022  

    In this workshop with George Stenitzer, Founder and Chief Content Officer at Crystal Clear Communication, learn how to conduct a competitive content audit, map content to the buyers’ journey, and optimize existing content within a content marketing program.

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  • Why B2B Brands Need to Embrace Buyer Intent

     Industry Insights   April 14, 2022  

    Throughout my 25 years of working in sales and marketing, I’ve seen significant growth in new technologies to help sellers and marketers do their jobs more effectively. Digital engagement tools are why the lines between field sales and inside sales have been blurring over the last several years — a development that has been only heightened by post-pandemic realities. And those tools are why the lines continue to be blurred between B2B and B2C marketing.

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  • Cross-Platform Measurement and the Key to Unlocking Buyer Journey Knowledge

     Partner Content   November 18, 2021  

    TV has changed. To reach the masses today, messages must appear everywhere people watch video. This means advertisers must embrace both linear TV and streaming. Cross-platform, unified impression measurement is now essential.

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  • Why Is B2B Marketing So Irrational? Buyers Have Feelings Too

     Knowledge Partners   April 23, 2021  

    The ANA’s Bill Zengel and Sonia David explore how leading B2B marketers are using emotion, purpose, and problem solving to reach business buyers.

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  • Partners In Purpose: How Having A Cause Is Central To Lenovo Acquiring + Keeping SMB Customers

     Event Recaps   March 24, 2021  

    This session details how Lenovo and Cargo are building a sustainable, purpose-based marketing and sales program that touches all aspects of the SMB buyer journey and centers on authenticity and community.

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