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  • Digital B2B Content Needs an Overhaul

    B2B Marketer   December 1, 2021  

    Bombarded by marketing content for nearly the past two years, B2B buyers are feeling burned out and are dramatically reducing their content intake. But that doesn’t mean brand managers can let up when it comes to developing their messaging efforts. To the contrary, CMOs and marketers have to stir their creative juices to develop the kinds of campaigns that have a touch of fun and, perhaps more important, treat their customers like humans.

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  • A B2B Content Marketing Quandary

    B2B Marketer   November 17, 2021  

    B2B marketers continue to struggle with developing thought leadership content that will grab their customers and prospects and drive new revenue, new research suggests.

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  • Email Marketing Is Changing

    B2B Marketer   November 10, 2021  

    Marketplace and industry factors are forcing marketers to adopt new metrics for measuring email engagement, and they’re taking a close look at the value (and content) they’re providing to customers and prospects while they’re at it.

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  • Digital Display Advertising Is on the Upswing

    B2B Marketer   October 27, 2021  

    While search still commands the biggest portion of the budgeting pie, display advertising is poised to pull even with search in 2022 and overtake it in 2023. As digital spending continues to shift, B2B companies are looking to optimize all their various online ad formats and drive better outcomes.

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  • Marketers Play for Keeps

    B2B Marketer   October 13, 2021  

    Gamification is built around competition, of course, but it can also spur camaraderie among B2B marketing teams. By adding social interaction and personal challenges, gamification gives more and more employees (read: millennials) a way to enjoy their day while striving to hit their business goals.

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  • Video Takes on a Central Role

    B2B Marketer   September 29, 2021  

    B2B brands are struggling with generating decent returns from their video investments. Part of the problem may be that marketers are getting hung up on thinking they have to produce Hollywood-style movies to justify their investments. Most important is conveying information that’s easy to digest and focuses on customers’ needs.

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  • Marketers Are Tightening Their Belts

    B2B Marketer   September 22, 2021  

    B2B marketers were betting that the economic impact of the pandemic would be short-lived. It hasn't turned out that way, and now they're facing major budget cuts. With fewer dollars to demonstrate returns, marketers are turning to pure-play channels — encompassing paid, earned, and owned media — and moving more of their work in-house. Lead-gen programs are also taking precedence over branding efforts.

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  • Bridging the Gap Between Live and Virtual Events

    B2B Marketer   September 8, 2021  

    A recent survey shows that the right hand seldom knows what the left hand is doing when it comes to melding virtual and in-person B2B events.

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  • Building Teams of Teams

    B2B Marketer   August 25, 2021  

    Against the backdrop of seismic changes in customer behavior, B2B companies are taking major steps to optimize their marketing assets and cultivate more collaboration among disparate teams who share the same goals.

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  • B2B Marketers Eager to Turn the Page on Content Marketing

    B2B Marketer   August 4, 2021  

    The pandemic has forced many B2B marketers to reevaluate their overall content marketing strategy, what with buyers’ needs changing at a rapid clip. Amid the last gasps of ‘spray and pray,’ B2B companies seem to be finally moving toward developing more personalized messaging that seeks to solve customers’ problems rather than just provide them with information.

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  • Scoring the Right Mix Between the Art and the Science

    B2B Marketer   July 21, 2021  

    Amid a growing reliance on data, taking a gut check still holds a good deal of value for B2B marketers readying a new advertising or marketing campaign. It’s not a zero-sum game, of course. But as they get better at scrubbing their data and making sure it’s up to date, marketers will have an easier time striking an amicable balance between the data and human intuition.

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  • B2B Marketers Get Up Close and Personal (Possibly)

    B2B Marketer   July 7, 2021  

    Most B2B professionals taking part in a recent survey say that building a human connection with their buyers has become more important to closing sales since March 2020, when the pandemic hit. Nevertheless, many B2B marketers continue to struggle with cultivating a personalized approach to getting their message out.

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  • Cisco’s In-House Agency Complements Agency Partnerships

    B2B Marketer   June 23, 2021  

    Patti Cocciolo, senior director of global brand marketing at Cisco, says starting the company’s in-house agency, The Hatch, took a “leap of faith.” But the move has proved beneficial for the tech giant’s marketing efforts. The in-house team brings an institutional knowledge of the company to the table while relations with outside agencies are a lot closer and more productive.

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  • Crisis Energizes New Marketing Efforts

    B2B Marketer   June 9, 2021  

    The Paycheck Protection Program (PPP) required big banks to reach more small businesses, and those located in underserved communities in particular. The effort has led Chase to significantly expand the company’s products, advertising, and content marketing.

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  • Building Lifetime Value Is a Long-Term Commitment

    B2B Marketer   May 26, 2021  

    At the height of the pandemic, B2B marketers placed a much bigger emphasis on supporting existing relationships and cultivating lifetime value. As things start to ease up and acquisition-level marketing commands more budget, it’s crucial that marketers not lose the momentum they built up over the past year with their long-term customers.

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  • B2B Marketers Face a Crossroads

    B2B Marketer   May 12, 2021  

    B2B marketers have been investing more heavily in brand advertising in the past few years, realizing that they need to espouse what they stand for beyond offering competitive prices. At the same time, the pandemic has caused B2B companies to reevaluate their marketing priorities as the top and bottom lines take on new urgency.

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  • Adopting a Disruptive Mentality to Win the B2B Data Game

    B2B Marketer   April 28, 2021  

    Major B2B brands bring several advantages to the market compared to smaller businesses and startups, including brand recognition, significant resources, and longtime relationships with customers and suppliers. But when it comes to leveraging their own data for opportunistic growth — not just incremental performance gains — B2B marketers lag behind their entrepreneurial competitors and could be ceding precious market share.

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  • The Lockdown Opens Up E-Commerce for B2B Marketers

    B2B Marketer   April 14, 2021  

    Call it a feedback loop: Sales reps are under increasing pressure to sell their wares via multiple channels, and B2B marketers need to support these efforts by supplying a steady flow of relevant content for every stage of the buying cycle. At the same time, marketers need to generate revenue regardless of channel, which means steering more and more of their customers to e-commerce platforms.

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  • B2B Marketers Learn What It Means to Live in the Moment

    B2B Marketer   March 31, 2021  

    Despite working from home for the past year, business pros are tapping into mobile apps to do their bidding. With a growing reliance on mobile platforms, buyers are cutting to the chase even quicker than before the pandemic hit, and B2B marketers must respond accordingly.

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  • Can B2B Marketers Take the Lead Post-Pandemic?

    B2B Marketer   March 17, 2021  

    It’s no longer about sales and marketing alignment per se. It’s about two teams working in tandem to drive revenue and nurture relationships, as the pandemic has provided an opportunity for B2B marketers to steer the relationship in a fundamentally new direction.

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