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Search returned: 69 document(s).
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B2B Marketers Reevaluate How They Engage Their Audiences
B2B June 15, 2026B2B 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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SAS Rebuilds B2B Measurement for the AI Search Era
Event Recaps June 5, 2026SAS is dismantling its lead-based measurement model as artificial intelligence search reshapes how B2B buyers discover vendors before ever contacting sales. Michele Eggers details how new upstream metrics and buyer-group tracking could redefine pipeline accountability for B2B marketers.
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Report: Just 10 Percent of B2B Marketers Are Confident They're Reaching the Right Accounts
Marketing News April 27, 2026Just 10 percent of B2B marketers say they are confident they are reaching the right accounts, according to a new AdExchanger, Bombora, and PrograMetrix study. The findings suggest measurement approaches may be lagging behind increasingly complex, full-funnel B2B campaigns.
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B2B Marketers Face a Crossroads
B2B April 20, 2026B2B 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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Report: Vast Majority of B2B Firms Are Invisible in AI Discovery
Marketing News April 8, 2026Only 4.3 percent of B2B companies show up in artificial intelligence queries for early-stage marketers, according to "2026 2X AI Visibility Index" released on Tuesday by 2X, a go-to-market services platform for B2B organizations. The remaining 95.7 percent of companies mainly appear in searches where buyers are already familiar with the company.
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Can B2B Marketers Finally Take the Lead?
B2B March 9, 2026B2B 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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Buyer Persona Needs Analysis Quick Win
Quick Wins January 1, 2026This structured framework helps you analyze and document the needs of your buyer personas using a simple "When I am in a situation, I want to accomplish a goal so that I can achieve an outcome" approach. This method ensures that your solutions align directly with your personas' real-world challenges.
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Customer Next Best Alternative Quick Win
Quick Wins January 1, 2026This simple framework maps customer value drivers, compares them against the next best alternative, and determines where your solution wins, where it matches, and where competitors may have an advantage. This approach ensures you can communicate a compelling, value-driven sales narrative.
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Content Needs Analysis Quick Win
Quick Wins January 1, 2026The Competitor Battlecard Template gives your sales team a clear, structured snapshot of your top competitors, highlighting their solution, strengths, weaknesses, and best-fit scenarios. It helps your team frame competitive conversations with credibility, precision, and customer empathy.
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Content Strategy Map Quick Win
Quick Wins January 1, 2026The Competitor Battlecard Template gives your sales team a clear, structured snapshot of your top competitors, highlighting their solution, strengths, weaknesses, and best-fit scenarios. It helps your team frame competitive conversations with credibility, precision, and customer empathy.
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Sales Process Analysis Quick Win
Quick Wins January 1, 2026This structured Sales Process Analysis Template mirrors the buyer journey from the internal seller’s perspective. It helps you visualize each stage, evaluate performance, and identify process and content gaps that are slowing down your sales.
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Burn the Funnel: Five Tips for B2B Marketers
Event Recaps November 26, 2025During a session held at a November 13, 2025 meeting of the ANA’s B2B Committee, attendees received five tips for shifting the paradigm they used to conceptualize B2B marketing and the tactics they used to pursue it from Verizon’s Daniel Gutzmore and Clearly Now Media’s André Archimbaud.
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Beyond the Funnel: Turning Handoffs into Brand-Building Moments
Webinar Rewinds November 19, 2025Creating consistent, branded customer experiences requires smarter collaboration, clearer handoffs, and a shared commitment to customer outcomes. In this webinar, Mower and Knauf explored how marketers can shape the post-purchase experience by turning onboarding, customer service, and contract milestones into brand-building moments.
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B2B in the Blended Feed: Reaching Buyers Where They Are
Webinar Rewinds November 18, 2025In this webinar, leaders from TikTok and NewtonX unpacked new research and the implications for B2B marketing. See the data behind a new environment where personal feeds shape business decisions, authentic voices build trust, and entertaining content outperforms traditional formats.
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Are B2B Marketers Ignoring Hidden Buyers?
B2B October 10, 2025A 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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Are B2B Marketers Relatable? Their Future May Depend on It
B2B September 24, 2025A 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, 2025Ricky 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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Study: Brand-to-Demand Gains Momentum (But There Are Miles to Go)
Marketing News September 2, 2025Brand-to-demand — or melding branded advertising efforts with lead generation programming — is gaining momentum in the marketing industry, but significant challenges remain, according to a recent study conducted by the ANA and Stein. Marketers must break down the silos that are the real obstacles to legitimate change.
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LinkedIn and Edelman: Unlocking the Collective Confidence of B2B Buyers
Event Recaps July 22, 2025Edelman Business Marketing and LinkedIn explored how to unlock the power of hidden buyers — critical but often overlooked stakeholders in functions like finance, IT, and legal — who quietly shape purchasing decisions.
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Unlocking the Power of Hidden B2B Buyers
Conference Session Videos June 29, 2025In this video, Edelman Business Marketing and LinkedIn explored how to unlock the power of hidden buyers — critical but often overlooked stakeholders in functions like finance, IT, and legal — who quietly shape purchasing decisions.
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