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  • Report: Awareness and Conversion Account for Nearly Two-Thirds of Media Spending

     Marketing News   June 10, 2026  

    Awareness and conversion now claim nearly two-thirds of total media spending, according to a new Gartner survey of 401 CMOs. The shift toward digital channels and customer acquisition may signal a lasting realignment in how marketing budgets are structured.

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  • DemandBird Introduces New B2B Social Media Management Platform

     Marketing News   May 26, 2026  

    DemandBird launches a B2B social media management platform designed to consolidate campaign execution, approvals, and reporting in one system.

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  • Report: Vast Majority of B2B Firms Are Invisible in AI Discovery

     Marketing News   April 8, 2026  

    Only 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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  • Industry-Specific IPP Activation

     Event Recaps   January 20, 2026  

    Attendees at a December 9, 2025 meeting of the ANA’s B2B Channel Marketing Committee learned about ServiceNow’s success in developing an industry partner program from Deven Ravel, the company’s global partner GTM leader, financial services.

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  • PartnerOpmitmizer Shares the Benefits of an Ideal Partner Profile (IPP)

     Event Recaps   January 7, 2026  

    During a session at a December 2025 ANA B2B Channel Marketing Committee meeting, PartnerOptimizer shared the benefits of having an Ideal Partner Profile (IPP).

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  • Partner Marketing: Strategy, Scaling, and Developing Content

     Event Recaps   January 6, 2026  

    During a meeting of the ANA’s B2B Channel Marketing Committee, attendees learned valuable approaches to partner marketing from Laura Gibbs, manager of partner marketing at business software company Thryv.

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  • Kyndryl Discusses the Establishment of Its Digital Media Platform: The Kyndryl Institute

     Event Recaps   December 20, 2025  

    During a session at an ANA One-Day Conference, Kyndryl discussed its digital media platform, The Kyndryl Institute, and its use of B2B influencers.

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  • How Kyndryl Built a Dynamic Digital Media Platform

     Conference Session Videos   December 11, 2025  

    In this video from a session at an ANA One-Day Conference, Kyndryl discussed its digital media platform, The Kyndryl Institute, and its use of B2B influencers.

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  • Workday Collaborates with Billy Idol for Its LinkedIn Campaign

     B2 Awards   July 8, 2025  

    Workday collaborated with musician Billy Idol for its LinkedIn campaign in an effort to reach C-suite executives.

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  • Not Just for Sellers: How Amazon Ads Made a Power Play for All Main Street Businesses

     B2 Awards   June 18, 2025  

    Amazon Ads set out to debunk the myth that only businesses selling on Amazon could use its advertising tools, launching “Matches Are Made With Amazon Ads,” a campaign powered by first-party customer data and the emotional pull of Cheap Trick’s iconic anthem, “I Want You to Want Me.”

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  • Is Branding the Missing Link for SMB Marketers?

     Trends and Technology   May 9, 2025  

    Marcelo Kertész, CMO at MANSCAPED, says SMB marketers need to create content for venues in which their customers want to engage, not just convert.

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  • Ad Spending Is Climbing for Some Industry Verticals

     B2B   March 26, 2025  

    Some B2B sectors outperformed the national average for digital advertising growth in 2024, according to a recent survey, with search and mobile venues commanding more and more ad dollars. Vertical players are also increasing their investments in platforms that have traditionally catered to consumers such as social media and connected TV.

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  • B2B Trade Publications (Still) Deliver for Marketers

     B2B   November 13, 2024  

    Business marketers could be forgiven for thinking that B2B publications born of the analog age had been left for roadkill by the internet and social media. But amid the ongoing atomization of media, trade publications have held their own and continue to provide B2B marketers with a way to connect with senior executives and major decision-makers.

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  • The Field Is Expanding Fast for B2B Sponsorships

     B2B   June 12, 2024  

    Eager to align their ad dollars into more mainstream programming, a growing number of B2B companies are boosting their marketing spending on sponsorships for popular sports events as well as influencers with niche yet loyal audiences online.

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  • Marketing News Quiz for April 20, 2024

     Marketing News Quiz   April 20, 2024  

    In this week's marketing news quiz: A quirky collaboration from Crocs and Pringles, high-tech solutions for influencers to connect with fans, a chocolate maker utilizing artificial intelligence, and more.

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  • B2B Influencer Marketing Is Ready for the Spotlight

     B2B   February 7, 2024  

    B2B marketers tend to use influencers to create and promote content at the awareness stage of the sales funnel, but they are failing to realize that influencers can have a positive effect throughout the entire pipeline and even after a sale closes.

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  • Engaging Today’s Multi-Dimensional Business Audiences with a Multi-Faceted Marketing Mindset

     Leading Edge   December 9, 2023  

    NBCUniversal’s Nicole Lee explains how B2B marketers can capitalize on the growing multidimensional nature of today’s business audience by evolving and customizing advertising strategies with an audience-led and data-informed approach.

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  • How to Fix a Broken B2B Marketing Automation Strategy

     B2B   October 18, 2023  

    As they face increasing pressure to provide adequate returns, marketers need to establish clear guidelines for where to invest and ultimately prove the effectiveness of marketing automation. They also must implement test-and-learn scenarios to continuously optimize automation investments, cease lower-performing marketing activities, and personalize their marketing campaigns across multiple channels.

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  • Dechra Revolutionizes Veterinary Product Marketing with Great Creative

     B2 Awards   September 5, 2023  

    Dechra’s Pharmaceuticals created a campaign that targeted veterinarians and dog owners to help them understand Cushing’s syndrome — an often-undiagnosed, lifelong illness in dogs — and how to treat it using Dechra’s Vetoryl.

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  • Symcor Takes Over Toronto Union Station to Launch its B2C Style Campaign

     B2 Awards   September 5, 2023  

    Sycmor paired an OOH installation at Toronto’s Union Station with a media approach atypical for B2B brands to drive consideration of its brand, change its perception, and drive traffic to the brand’s website.

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