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A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.

Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.

Jonathan Copulsky, senior lecturer of marketing at Northwestern University and co-author of an upcoming book on business transformation, says moving to a digital-first strategy requires B2B marketers to employ perpetual change — and realize that success has no finish line.

The consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.

In this video, the consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.

For many trans and nonbinary individuals, the name displayed on the front of their cards represents someone they’re not. In order to address this key pain point, Mastercard created the True Name card.

Mailchimp's latest ad campaign draws on classic animation to help its small business customers build big ideas. Michael Mitchell, director of brand marketing at Mailchimp, calls the campaign a "love letter" to entrepreneurs making their way through the pandemic.

B2B marketers have made little progress in tackling some chronic problems (read: sales-and-marketing alignment) and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?

In this webinar, learn why the only way to grow (with rare exceptions) is with “must-haves” defining game-changing subcategories with a new or markedly superior customer experiences or brand relationship, an exemplar brand that positions the subcategory, and barriers to competitors.

B2B CMOs are much more hopeful about the post-COVID economy than their CEOs, says a recent survey. Cockeyed optimism? More like a sense that the pandemic presents marketers with an opportunity to demonstrate their value to the C-suite and drive better business results.

As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 — and most likely beyond — to steel them for the future.

With lower-than-average CPMs, B2B companies are turning to digital advertising to combat the decline in their traditional marketing channels. This reallocation doesn’t equate dollar for dollar, but there has been enough of a budget shift to drive substantial growth via paid digital channels.

After a distracting and chaotic year for consumer marketers and retailers, many lessons have been learned. In this webinar, refocus and learn how to tighten up your prospecting, lead nurturing, and customer conversion funnels plus leverage marketing automation and email at every step of the way.

Author Brand Pinvidic shared tips from his book, The 3-Minute Rule, on how to improve business-to-business sales pitches.

In this video, Dean Nicolls, VP of global marketing at Jumio, and Ted Kohnen, CEO at Retina Communications, discussed how brands can make online advertising work in the business-to-business space.

Dean Nicolls, VP of global marketing at Jumio, and Ted Kohnen, CEO at Retina Communications, discussed how brands can make online advertising work in the business-to-business space.

Sarah Hocking, brand experience associate director at Grant Thornton, discussed why it’s important for business-to-business firms to keep the focus on the brand in the digital space.

In this video, author Brand Pinvidic shared tips from his book, The 3-Minute Rule, on how to improve business-to-business sales pitches.

Experts discussed the changing B2B landscape.

In this video, Sarah Hocking, brand experience associate director at Grant Thornton, discussed why it’s important for business-to-business firms to keep the focus on the brand in the digital space.